A business proposal can either open exciting new opportunities or close the door for good. That's why putting one together can feel overwhelming, no matter how experienced you are. To make things easier, we've looked at what makes proposals successful. Here’s how to structure a proposal using 8 research-based tips to win more business and showcase your company at its best.
1. Create a strong cover page
The cover page is the first thing clients see, so it needs to make the right impression. Keep the design simple and clean. A cluttered cover page distracts from important information like project name, client's name, your company name, contact information, and date.
Always add your logo, but make sure it's high quality. A pixelated or poorly placed logo creates a bad first impression. Here's an important fact: proposals with cover pages have better conversion rates than those without them. So if you're skipping this step, it's time to start using one.
2. Write a compelling introduction
Before clients work with you, they need to understand who you are and what value you bring. Your introduction is where you make that connection. Don't make it all about you. Focus on the client's problems and show how you can solve them. This grabs their attention right away and increases your chances of closing the deal.
Make it personal
Generic proposals don't work. Your potential client is probably looking at other companies too, so you need to stand out. Personalization is key. With Wonit, you can import data from your CRM and let AI create personalized proposals in seconds. Just tell the AI "create a proposal for @hubspot:DealName" and it will fetch all the important information from your CRM to build a custom proposal.
Reference your meeting
If you've already talked to the client, you know what problems they're facing. Use that information. Mention their goals, their current situation, and how you'll help them succeed.
Keep it brief
Don't write a novel. Your introduction should hook the prospect and keep them interested. Save the details for later sections.
3. Explain what they're getting
Clients want to know what's in it for them. Focus on results, not just the process. For example, if you're selling SEO services, your client cares more about increased website traffic than the technical details of keyword research. They're hiring you for results, not a technical education. Find the balance: highlight the benefits while including enough detail to avoid confusion later. Think about the transformation you're providing - what will their business look like after working with you? Paint that picture clearly without getting lost in technical jargon or process details.
4. Include a clear timeline
Every client wants to know how long the project will take. A timeline helps them understand the process and lets you set clear milestones. Break long projects into smaller phases. A six-month timeline looks less scary when it's divided into manageable sections. This also keeps you on track with deadlines. Consider making your timeline a sign-off sheet. This keeps everyone aligned on deliverables and makes it easier to charge for additional work outside the original scope. Clear timelines also help manage client expectations and reduce back-and-forth communication about project progress.
5. Add social proof
The best way to build trust is showing you've done similar work before. Add one relevant case study to your proposal. Choose a case study that matches either the client's industry or project type. Don't overdo it. Successful proposals usually have just six to seven sections total. Your case study should highlight the challenge, your solution, and most importantly, the results. Numbers work best here - percentage increases, revenue growth, time saved. Real results from real clients are far more convincing than any sales pitch you could write.
6. Present pricing clearly
This is the section everyone spends the most time on. Use "investment" instead of "pricing" because it reminds clients they're investing in their future, not just spending money. Place testimonials near your pricing to show how you've helped others right after they see the price - this demonstrates value and builds confidence. If the client showed interest in an extra service during your call, add it as an optional add-on in your pricing table. It's an easy way to increase the deal size without being pushy.
7. Explain next steps
If clients don't know what to do next, they'll get frustrated. Make it simple. Tell them how to sign the proposal, make payment, and what happens after they sign. Keep this section short and straightforward. Use numbered steps if it helps with clarity.
For example:
Review and sign below.
Complete payment via the link provided.
We’ll kick off within 48 hours.
8. Include terms and conditions
Unless you need a separate contract, add your terms and conditions to the proposal. This way, the client signs one document, everyone knows what to expect, and you're legally protected.
Bonus tips for winning proposals
Skip the "about us" page - If you're sending a proposal, the client already knows who you are. They've researched you online. Instead, highlight the team who'll work on their project.
Go digital - Printed proposals can hurt your conversion rate significantly. Digital proposals are better for the environment and your business. E-signatures get proposals approved faster and help you get paid quicker.
Make it mobile-friendly - Almost 50% of people open proposals on mobile devices. PDFs are painful to read on phones with all the zooming required. Wonit creates mobile-responsive proposals automatically, so your proposals look perfect on any device.
Remove jargon - If clients don't understand your proposal, they won't sign it. Write in plain English. Only use technical terms if your client is in the same industry and expects them.
Proofread everything - Spelling and grammar mistakes make you look unprofessional and unreliable. Misspelling a client's name is even worse. Always proofread before sending. Use a spell checker or ask a colleague to review it.
Conclusion
Creating proposals doesn't have to be stressful. The key is structure: a strong cover page, personalized introduction, clear services and timeline, social proof, transparent pricing, simple next steps, and proper terms. Make it digital, mobile-friendly, and easy to understand. When you focus on the client's needs and present your solution clearly, closing deals becomes much easier. Follow these eight tips, and you'll create proposals that stand out from the competition and win more business.
Want to create proposals that close deals faster? Get early access and start building winning proposals in minutes, not hours.