Web design proposal template (copy it, section by section)
A complete, copyable web design proposal template with example wording for a fictional client, plus how to price it so clients pick a package instead of haggling.
The Bitrack team· ·8 min read
A good web design proposal has eleven sections: cover, summary, the client's goals, scope, what's not included, timeline, investment, process, team, terms and next steps. Below is a complete template you can copy, with example wording written for a fictional client, followed by advice on presenting price so the client chooses a package instead of negotiating a discount.
The example client is Larkspur Outdoor Co., a regional outdoor gear retailer with two stores and an aging online shop. Swap in your own client's details as you go.
Before you write: what the proposal is for
A proposal is not a quote with a logo on it. By the time you send one, you should have had at least one real conversation about the client's goals, budget range and deadline. The proposal's job is to play that conversation back in writing, show you understood it, and make saying yes easy.
Three rules we follow:
- Write it for the person who wasn't on the call. The marketing manager may love you, but the owner or CFO signs. They need to understand the problem and the price in two minutes.
- Use the client's words. If they said "our site looks like 2014," put that in the summary.
- Keep it short. In our experience, a strong web design proposal fits on 6 to 10 pages. Long proposals get skimmed straight to the price.
The template, section by section
Copy each block, replace the bracketed parts and delete anything that doesn't apply.
1. Cover
Example wording:
- Title: Website Redesign Proposal for Larkspur Outdoor Co.
- Prepared for: Dana Whitfield, Marketing Director
- Prepared by: [Agency name], October 14, 2026
- Valid until: November 13, 2026
Use one strong image that relates to their business (their storefront, their product), not a generic laptop mockup.
2. Summary
Three to five sentences. Problem, outcome, recommendation, price range.
Example wording:
Larkspur's current site was built in 2017 and isn't easy to update, which means seasonal promotions go live late and mobile shoppers drop off at checkout. We recommend a full redesign on Shopify with a new product catalog, faster mobile checkout and a content section your team can update without a developer. The project takes about 12 weeks. Investment ranges from $18,500 to $34,000 depending on the package you choose.
3. Your goals
List what the client told you, in priority order, and tie each one to a measurable signal where you can.
Example wording:
- Sell more online. Increase online revenue as a share of total sales, measured monthly in Shopify.
- Launch promotions on time. Your team can publish a seasonal landing page in under an hour, without our help.
- Look like the brand you are today. A site that matches the new store signage and packaging.
- Stop losing mobile buyers. Reduce checkout abandonment on phones, measured against the last 90 days.
Avoid promising specific numbers you can't control. "Increase conversions by 40%" is a promise; "measured against the last 90 days" is a commitment to track.
4. Scope and deliverables
Be concrete. Each deliverable should be something the client can point at and say "that's done."
Example wording:
| Deliverable | What you get |
|---|---|
| Discovery workshop | One 3-hour session with your team, written findings within 5 business days |
| Sitemap and wireframes | Up to 14 page templates, two rounds of revisions |
| Visual design | Homepage and 5 key templates in full design, two rounds of revisions |
| Shopify build | Theme development, up to 400 products migrated from your current platform |
| Content section | Blog and landing page builder your team can edit |
| Launch and training | Go-live support and two 60-minute training sessions |
| Post-launch care | 30 days of bug fixes after launch |
5. What's not included
This section prevents more arguments than any other. If you skip it, everything the client assumed becomes "in scope." For more on why, see our guide to preventing scope creep.
Example wording:
The following are not included in this proposal and can be quoted separately:
- Copywriting for product descriptions (we'll migrate existing copy as is)
- Product photography
- Paid ads, SEO campaigns or email marketing setup
- Integrations beyond Shopify's standard apps (for example, a custom ERP sync)
- Ongoing hosting, maintenance or support after the 30-day care period
6. Timeline and milestones
Show weeks, not dates, unless the client has a fixed launch. Tie each milestone to something the client must do too.
Example wording:
| Weeks | Milestone | We need from you |
|---|---|---|
| 1 to 2 | Discovery and sitemap | Workshop attendance, access to analytics |
| 3 to 5 | Wireframes approved | Feedback within 3 business days per round |
| 6 to 8 | Visual design approved | Brand assets, final logo files |
| 9 to 11 | Build and content migration | Product data export, final copy for new pages |
| 12 | Launch and training | Sign-off on staging site |
Timeline assumes feedback within the stated windows. Delays on either side move the launch date by the same amount.
7. Investment
This is where most of the decision happens. Present three packages, then optional add-ons. More on why in the pricing section below.
Example wording:
| Essentials | Growth (recommended) | Flagship | |
|---|---|---|---|
| Discovery, sitemap, wireframes | Yes | Yes | Yes |
| Page templates | 8 | 14 | 20 |
| Products migrated | Up to 150 | Up to 400 | Unlimited |
| Content section | No | Yes | Yes |
| Custom product finder | No | No | Yes |
| Training sessions | 1 | 2 | 4 |
| Post-launch care | 14 days | 30 days | 90 days |
| Investment | $18,500 | $24,000 | $34,000 |
Optional add-ons (choose any):
- Product description copywriting, up to 100 products: $3,200
- Email marketing setup with welcome and abandoned cart flows: $2,400
- Monthly care plan after launch: $950 per month, 6-month minimum
Payment schedule: 40% to start, 30% when visual design is approved, 30% at launch.
8. Our process
Short. Clients want to know what working with you feels like, not a methodology diagram.
Example wording:
You'll have one point of contact, a shared project space where every file and approval lives, and a 30-minute check-in every week. You approve work at each milestone before we move on, so there are no surprises at launch.
9. Your team
Names, roles and one line each. Photos help.
Example wording:
- Maya Torres, Project Lead. Your day-to-day contact. Has led Shopify launches for retail brands.
- Jordan Kim, Designer. Leads visual design and the brand system.
- Sam Patel, Developer. Builds the theme and handles the migration.
10. Terms
Summarize the key points here and put the full legal language in the agreement. Cover payment timing, revisions, ownership and how changes are handled. Our article on the 12 clauses every agency agreement needs covers what belongs in the full version.
Example wording:
This proposal is valid for 30 days. Invoices are due within 15 days. You own the final design and code once the project is paid in full. Changes outside the agreed scope are quoted before any work starts. A full agreement will follow your acceptance.
11. Next steps
Tell them exactly what to do. One action, one date.
Example wording:
- Choose your package and any add-ons, then accept online.
- We'll send the agreement for e-signature and the deposit invoice the same day.
- We'll book your discovery workshop for the week of November 2.
How to present pricing so clients choose instead of haggle
Use three packages
One price invites a yes or no. Three prices invite a choice between yeses. In our experience, many clients pick the middle option, so build the middle package around what you actually recommend and price it for the margin you want.
Anchor with the top package
Put the most complete package where the client sees it, even if few people buy it. Next to $34,000, the $24,000 option reads as sensible rather than expensive. The anchor only works if the top package is real and you'd happily deliver it.
Make add-ons genuinely optional
Add-ons let a client raise the total without feeling upsold. Good add-ons are self-contained (copywriting, email setup, a care plan) and don't change the core timeline. Keep the list to three to five items; a menu of fifteen feels like nickel-and-diming.
Show the price once, clearly
Don't bury the number, split it across pages or show hourly rates. Clients buy outcomes, and an itemized hourly breakdown invites them to cut line by line. If you're deciding between a fixed fee and an ongoing arrangement, our comparison of retainer vs fixed price walks through the options.
What to avoid
- Generic boilerplate. If you could send the same summary to any client, rewrite it.
- Open-ended revisions. "Unlimited revisions" means unlimited unpaid work. State the number of rounds.
- Vague deliverables. "A modern, responsive website" isn't a deliverable. "14 page templates" is.
- Too many options. Three packages and a few add-ons. Not six packages with toggles.
- Sending a PDF and waiting. You won't know whether they opened it, which section they lingered on, or whether it got forwarded to the person who signs.
Following up without being pushy
Send the proposal with a short note that names the next step and the date the price is valid until. Then:
- Day 2 or 3: Ask whether they have questions, and offer a 15-minute walkthrough. Many proposals stall because the decision maker has one question nobody asked.
- Day 7: Share something useful, such as a relevant example of your work or an answer to a concern they raised on the call.
- Two to three days before expiry: Remind them of the valid-until date and confirm whether timing still works.
If they ask for a discount, trade scope rather than cutting price. Moving from Growth to Essentials, or dropping an add-on, keeps your rate intact. Once they accept, move straight into the agreement and the deposit invoice while momentum is high. If getting paid on time is a recurring problem, our guide to handling late invoices is worth a read.
How Bitrack helps
Bitrack's proposal builder lets you build this template once with your own design, cover and images, then reuse it for every client. You can add packages and optional add-ons the client picks themselves, see their comments, keep versions as the proposal changes, and let them accept online. An accepted proposal can generate the agreement for e-signature by both sides, then flow into the project and invoices. See proposals or browse the sales help articles to get started.
Copy the template, make it yours, and send your next proposal this week.