What a good proposal includes
- The client’s goals and challenges, in their own words.
- A short audit or analysis of where they stand today, for example their search rankings, ads or website conversion.
- The recommended strategy: which channels, and why.
- Scope of work: exactly what is included, and what isn’t.
- Timeline and milestones.
- Measurement and reporting: the KPIs, and how often you report on them.
- Pricing and terms: fees, payment terms and contract length.
- Proof: relevant case studies, references and the team.
- Next steps: how to accept and get started.
Tips for writing one
- Focus on the client’s business results, not a list of your services.
- Make it specific: generic proposals are easy to spot.
- Be honest about what results depend on and how long they take, especially for SEO.
- Keep it clear and easy to scan, with a short summary at the top.
What clients should look for
If you are comparing proposals, check that the agency has understood your goals, explains what it will actually do each month, defines how success will be measured and doesn’t promise guaranteed rankings, which nobody can deliver.