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.
Proposal example: how to open one
Instead of starting with “About us”, a good proposal opens with the client’s situation: “Your online shop gets 8,000 visits a month, but 70% come from paid ads and only 12% from search. Your competitors’ category pages rank for terms you do not appear for.” It then proposes three phases with scope, price and the results to expect, and shows a similar project with real numbers.
Proposal checklist
- Summarise the client’s goals and problems in their own words.
- Show a short, evidence-based audit of their current position.
- Recommend a plan, and explain why you chose it over other options.
- Define exactly what is included and what is extra.
- Give a timeline with milestones and the reporting schedule.
- Give a clear price, payment terms and notice period.
- Add two or three relevant case studies or references.
- End with one clear next step.
Proposal mistakes
- Promising a ranking or a guaranteed result, which nobody can guarantee in SEO.
- Sending a template with the wrong client name or old figures.
- Hiding the price or burying extra costs.
- Making it too long to read.
Proposal FAQs
What should a buyer look for in a proposal?
Clear scope, honest expectations and reporting you can understand. See how to choose an SEO agency and digital marketing plans.
How much should an audit cost to include?
Offering a short audit as part of the pitch can show competence. Keep the full work for paying clients. See competitive analysis.