Web Design Proposal Template: 9 Sections, Ready to Copy

A web design proposal template is a reusable document that tells a prospect what you found, what you will build, what it costs and how to say yes. The one below has nine sections and fits on two pages. Copy it, replace the brackets and send it within a day of the call.

Here is the whole proposal in nine lines. For a small job, this short version is enough.

Website proposal for [business name]. Prepared by [your name], [agency], on [date].

What we found. [Three things on your current site that anyone can check.]

What the new site has to do. [Three goals, one per finding.]

What we will build. [Pages and features. What is left out.]

Timeline. [Kickoff, two review dates and launch.]

Price. [Three packages, each with one total. Which one you recommend. When each payment is due.]

What we need from you. [Text, photos, logins and one person who approves.]

Why us. [One similar project, with a result you can back up.]

Next step. [How to accept, and the date the price holds until.]

The full wording of each section follows, with a filled-in example.

What goes in a web design proposal?

A web design proposal holds nine sections, in the order an owner asks the questions. It starts with their website and ends with one action. Your agency does not appear until section 8.

Many proposal templates open with a cover letter and an About us page. The owner did not ask about you. They asked what is wrong and what it costs to fix, so answer in that order.

The web design proposal template, section by section

Square brackets mark the parts you replace. The filled-in examples are for a made-up business, Marlow Plumbing & Heating at marlowplumbing.example. Its findings, dates and prices are invented to show the format.

1. Cover

Three lines. The owner sees their own business name first.

Website proposal for [business name]

Prepared for [owner's name] by [your name], [agency]

[Date]. This price holds until [date].

Why it is built this way. An end date gives the owner a reason to decide, and it protects you when they come back in eight months.

2. What we found

This section replaces the usual introduction. It is the reason the proposal exists.

What we found on [domain]

We opened [domain] on a phone on [date].

• [Finding 1, with a number or a step anyone can repeat]
• [Finding 2]
• [Finding 3]

What this costs you. [One sentence in the owner's terms, such as missed calls or unfinished quote requests.]

Filled in.

What we found on marlowplumbing.example

We opened marlowplumbing.example on a phone on November 3, 2026.

• The home page took 6.1 seconds to show its main content in Google's PageSpeed Insights.
• The phone number is part of an image, so a visitor cannot tap it to call.
• The "Request service" form asks for 11 fields before the Send button.

What this costs you. A homeowner with a burst pipe calls the first plumber whose number they can tap.

Why it is built this way. The owner can check each line in a minute, on their own phone. Google counts a page as good when its main content appears within 2.5 seconds (web.dev), so the first finding has a mark to measure against.

3. What the new site has to do

One goal per finding. Each goal is the finding, fixed.

What the new site has to do

1. [Goal for finding 1, with a mark you can measure]
2. [Goal for finding 2]
3. [Goal for finding 3]

We will check each one with you [number] days after launch.

Filled in.

1. Show the home page's main content within 2.5 seconds on a phone.
2. Put a tap-to-call button on the first screen of every page.
3. Cut the service request form from 11 fields to 4.

We will check each one with you 30 days after launch.

Why it is built this way. You control all three goals. None promises rankings, leads or revenue, because no agency controls those.

4. What we will build

The scope, in lines the owner can count.

What we will build

• [Number] pages. [Name each one.]
• [Feature, such as a booking form or a service area map]
• [Who writes the text and who supplies the photos]
• [Number] rounds of changes on the design and [number] on the built site

Not included. [Hosting, logo design, new photography, ongoing SEO or whatever you leave out.]

Filled in.

• 8 pages. Home, About, 4 service pages, Service area and Contact.
• A 4-field service request form that sends a text to the office phone.
• We write the text from a 45-minute interview. You supply 10 photos of real jobs.
• 2 rounds of changes on the design and 1 on the built site.

Not included. Hosting, logo changes and ongoing SEO. We can quote each on request.

Why it is built this way. The Not included line does more work than the list above it. Anything unlisted becomes a paid change later, and the owner agreed to that before the project started.

5. Timeline

Four dates and one condition.

Timeline

• Kickoff call, [date]
• Design for your review, [date]
• Built site for your review, [date]
• Launch, [date]

These dates hold if we receive your [text, photos and logins] by [date].

Why it is built this way. The last line ties your dates to theirs. If the photos arrive two weeks late, the launch moves two weeks.

6. Price and payment

Three packages with one total each, then when each part is due.

Price

We recommend [package name], as described above. $[total]

• [Share] on signing
• [Share] when you approve the design
• [Share] before launch

[Smaller package]. [What it leaves out.] $[total]

[Larger package]. [What it adds.] $[total]

Optional. [Care plan or other add-on], $[amount] a month.

Filled in.

We recommend Standard, the eight-page website for Marlow Plumbing & Heating described above. $6,400

• $2,560 on signing (40%)
• $1,920 when you approve the design (30%)
• $1,920 before launch (30%)

Starter. 5 pages, with the 4 services on one page. $4,800

Complete. 12 pages, with a page for each of the 4 towns you serve. $8,400

Optional. Care plan with updates and backups, $120 a month.

Why it is built this way. Three packages turn "yes or no" into "which one". Each package is a whole job at one number. A line-by-line price list invites the owner to strike lines, and a site without its text budget still has to meet the three goals.

7. What we need from you

The client's side of the project, with dates.

What we need from you

• One person who approves each step. [Name.]
• Logins for [domain, hosting, Google Business Profile and analytics] by [date]
• [Photos, logo files and text, or a slot for an interview] by [date]
• Feedback within [number] working days of each review

Why it is built this way. One named approver keeps feedback from arriving from five people in five directions. Once the owner says yes, our web design questionnaire collects the rest.

8. Why us

One project. Only a real one.

Why us

[A similar business you built for.] [What you changed.] [What happened, with a number you can back up.]

[Link to the live site or to a one-page case study.]

Why it is built this way. One relevant project says more than a page of logos. If you have no similar project yet, say what you would do first and leave the result out. Our guide to the web design case study shows how to write the one page.

9. Next step

One action, one date and one phone number.

Next step

To go ahead, [sign below or reply to this email with the package you choose] by [date]. We will send the agreement and the first invoice the same day, and hold [kickoff date] for you.

Questions first? Call [your name] on [phone number].

Why it is built this way. "Let us know what you think" asks the owner to write an essay. This asks for one word, the name of a package.

How do you write a website redesign proposal?

A website redesign proposal is a web design proposal for a business that already has a site, so the current site is your evidence. Open with what that site does today. Then tie every goal and every line of scope to one finding.

1. Pick three findings the owner can check. Open the site on a phone. Time the load, try to call and fill in the form.
2. Turn each finding into a goal. A goal is the finding fixed, with a mark you can measure on launch day.
3. Turn each goal into a scope line. A scope line that serves no goal gets cut or priced as an option.

Here is that chain for the made-up Marlow site.

A redesign proposal also says what stays. List the pages, page addresses and reviews the owner keeps. A page that moves to a new address without a redirect leaves old links and search results pointing at an error page. Our website redesign checklist covers the rest.

Where does the first finding come from? If the owner answered your outreach, you already have it. The observation that opened your letter or email becomes the first line of section 2.

What should you change before you send it?

Change section 2 first. A proposal with a vague finding reads like every other proposal the owner received that month.

• The findings. Check each one again on the day you send. Sites change, and one wrong finding ends the conversation.
• The goals. Use the owner's words from the call. If they said "the phone has gone quiet", write that.
• The scope. Count the pages and name them. "Up to 10 pages" starts an argument in week four.
• The proof. Use a real project with a result you can back up, or leave the result out.

Our own test, published in October 2026, looked at the same idea one step earlier in the sale. Across 3,570 cold emails, businesses with the weakest 20% of websites replied positively about 3.2 times as often as a random sample of the rest. Emails that named the site's problem got 2.35% positive replies against 1.60% for a generic email, and that gap was not statistically significant. The test covered cold email to Dutch companies and did not test proposals, so read it as a hint about what owners respond to. The full numbers are in our write-up.

Leadodo is not proposal software. It works earlier in the sale. Twip, the AI inside Leadodo, scores every website in a search out of 100 across 10 domains, and its findings become the opening line of each letter and email your Outbound Machine sends. Those findings give you a head start on section 2. Check them yourself before they go into a proposal.

Questions

How long should a web design proposal be?

About two pages for a local business website. Each of the nine sections needs 2 to 7 lines. If yours runs longer, look for contract terms and agency history. The terms belong in the contract, and the owner did not ask for the history.

Is a web design proposal the same as a contract?

They do different jobs. A proposal says what you will build and for how much. A contract adds the terms for changes, late payment, ownership and ending the project. Send the contract once the owner says yes, and start from our web design contract template.

Should a proposal offer more than one price?

Yes, offer three packages. Recommend the one whose scope meets the goals, and show a smaller and a larger one beside it. Three options turn "yes or no" into "which one". Our guide on how much to charge for a website covers setting the numbers.

How soon after the call should you send the proposal?

Within one working day. The owner still remembers the conversation, and you can quote their words back in the goals. If you wrote the findings before the call, the rest takes about an hour. That hour is our estimate, so time your own first one.

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Next step. Twip scores every website in a search out of 100, and its findings become the opening line of each letter and email. See how Leadodo works.