writing style of business proposal

4. State the problem or need.

This is where you provide a summary of the issue impacting the potential client. It provides you with the opportunity to show them you clearly understand their needs and the problem they need help solving.

Research, critical thinking, and extra thought are key here. You have to do your homework. Take a holistic look at the specific issues your client faces that you can help solve. Then, compellingly frame them in a way that sets you up for the next step.

7. Include pricing options.

Pricing is where things can get a bit tricky, as you don't want to under or over-price your product. If you'd like to provide the prospect with a few pricing options for their budget, include an optional fee table . Some proposal software offer responsive pricing tables which allow clients to check the products or services they're interested in, and the price will automatically adjust.

8. Summarize with a conclusion.

After providing the above information, it’s necessary to simplify it into one final section. Briefly summarize the proposal. Touch on your qualifications and why you’d serve as the best choice. To prompt further conversation, confirm your availability. At the end of the proposal, the goal is to have the client ready to work with you. Provide your contact information to allow them to follow up easily.

9. Clarify your terms and conditions.

This is where you go into detail about the project timeline, pricing, and payment schedules. It's essentially a summary of what you and the client agree to if they accept your proposal. Make sure you clear the terms and conditions with your own legal team before sending the proposal to the client.

Image Source

We know how crucial a great business proposal is to your and your clients' success. That's why we've compiled  2 Free Business Proposal Templates for you to use and customize for any of your projects. You'll gain access to a concise, one-page template (pictured above), as well as a longer template for you to embellish on your plan and proposal. Download the templates now to get started on building your proposal. 

2. Web Design Proposal

Companies, big and small, dedicate resources to establishing a noticeable social media presence. With advertising on social networks projected to reach $56.85 billion dollars in 2022 , it's in your business's best interest to have a plan for growing your client's social media presence.

To help you in that effort, the information in this social media marketing proposal includes an executive summary to help introduce your high-level ideas, an assessment of the client’s company to demonstrate your diligence, and a breakdown of billing to show how your company charges for posting, content creation, and analytics.

8. Content Marketing Proposal

When pitching your content marketing services to clients, this template can help you organize your ideas. While it walks you through initial objectives and how to communicate your prospected results, one of the most helpful parts of this template is the pricing ideas it gives you when charging for your services.

Business proposal templates are helpful places to get started, but what should your business proposal look like when it's complete? Below, we share an example of a business proposal template that will inspire you.

In the business template example above, Social Portal Consulting (SPC) pitches a marketing proposal to Graphic Bean. At first sight, this proposal appeals to the creative. A nice touch would include designing the layout in your or your client’s brand colors. In addition to the design, the use of social media icons quickly tells the prospect what platforms Social Portal is pitching. Because we see Facebook, Twitter, Instagram, and Pinterest icons, the client instantly knows that this proposal does not include LinkedIn, YouTube, or other platforms.

While maintaining its design, this example outlines Social Portal Consulting’s plans efficiently. It begins by providing insight into Graphic Bean and its goals before elaborating on how SPC can leverage its expertise to help them achieve it. This business proposal template includes an easy-to-follow timeframe for goals and objectives while keeping the client abreast of how payment will happen across the project.

Overall, this is an excellent example of how to combine the elements of social media marketing into a creative and concise business proposal. Finally, we'll leave you with some business proposal ideas to get you started on your own.

• Start with an outline.
• Include data and visuals.
• Add social proof.
• Incorporate video into your proposal.
• Use a call-to-action.
• Include up-sell and add-on opportunities.
• Create a sense of urgency.
• Keep it simple.
• Make the decision for them.
• Stay on brand.
• Quality control.

There's a lot to keep in mind when writing a business proposal. Here are a few tips to help you out:

1. Start with an outline.

If you want to produce a thoughtful, effective business proposal, you need to have some idea of what you're hoping to achieve with it. So before you dive into writing, outline the major sections of your business proposal and the pertinent information you want to include. This will ensure you stay focused and your message stays intact as you write.

2. Include data and visuals.

You want your business proposal to capture your prospect's attention and help set you apart from any other ones they might have received. One of the best ways to do that is to include hard, quantitative data that helps stress the value of your business.

If you can find some relevant, compelling figures that highlight what you have to offer, you can establish authority and make yourself that much more convincing. It also helps to include visuals such as charts and graphs to enhance your proposal.

3. Add social proof.

Like the previous point, adding social proof lends your proposal another degree of credibility. You can only be so convincing when you're personally talking up how great your business is.

Prospects are skeptical. In many — if not most — cases, they probably won't take you at your word. They'll likely trust peers and fellow customers more than someone trying to win their business. That's why including elements like customer quotes and testimonials can go a long way.

4. Incorporate video into your proposal.

If you're creating an online proposal using document file formats like PDF, you can include multimedia elements to enhance the proposal experience. They can make your document richer and more engaging.

Whether you add video at the beginning as an intro to your proposal or in the project breakdown to verbally discuss some of the more confusing parts, extras like this can make an impression. This works especially on prospects who are visual or auditory communicators.

5. Use a call-to-action.

Prospects need direction. The best proposal in the world can only take you so far if you don't clearly define the next steps. That's why you have to make sure the reader knows what to do next after reading your proposal.

A clear-cut call-to-action is the best way to get there. Define and highlight exactly what they should do to act on the interest your proposal has generated. Without that guidance, you might leave your reader in limbo.

6. Include up-sell and add-on opportunities.

They say you won't receive unless you ask. Readers won't explore the upper tiers of your solutions if you don't give them the opportunity. If you want to use your business proposal as a chance to get the most out of a reader's interest, you need to include some additional information about your business for them to act on. They need to know what else you have to offer.

7. Create a sense of urgency.

No one wants to feel as if they missed out on a great opportunity. A lack of urgency tends to cause people to drag their feet and take time when making a decision. As you create your business proposal, your goal should be to create a sense of urgency.

Prospective clients should read your business proposal and feel that now is the best time to sign up for your service. A way you can accomplish this is by stating your short and long-term goals for their business. While they will have to wait for the long-term goals, make the short-term goals so enticing that they are instantly ready to begin a collaboration.

8. Keep it simple.

There's no definitive blueprint for how long a business proposal has to be. Yours should be however long it takes to convey the information you want to get across.

That said, you're best off focusing on quality over quantity. Keep your sentences short and simple, and avoid including too much business jargon. You want your proposal to be straightforward enough for anyone who picks it up to make sense of it. So don't get carried away with being too fancy.

9. Make the decision for them.

Craft your copy in a way that seems like saying "no" to the proposal would be stepping over dollars to pick up pennies. Your offer should go above and beyond their expectations, and you should do everything in your power to eliminate friction and objections along the way.

10. Stay on brand.

Don't be afraid to let your company's personality shine through in your proposal. Stay true to your brand and show the client what sets you apart from your competitors.

11. Quality control.

Your proposal needs to be clean and airtight. You don't want to undermine your messaging by coming off as sloppy and unprofessional. Before you send the proposal out, make sure to read and reread it for any typos or grammatical errors.

Let your business proposal do the talking.

Depending on the type of business you're in, your business proposal elements will vary based on the prospect's needs. After reading through your plan, prospective clients should have very few questions about your company and what it can do for them. With the tips and examples in this article, you have all the tools to guide you through the process. With a professional, customized business proposal, you're sure to delight your client and potentially gain their business.

Editor's note: This post was originally published in February 2020 and has been updated for comprehensiveness.

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Business Proposal Tips, Templates, and Examples (2023)

• by Evan Ferguson
• Starting Up
• Feb 10, 2023
• 17 minute read

Writing a business proposal is something that few new business owners know how to do when  starting a business . In the early stages, you’re focused on your product, your  business plan , and getting everything up and running⁠, which often makes creating a business proposal one of the last things on your mind.

But a business proposal is actually more important than you might realize. Even if you don’t have an immediate use for your business proposal, it can help create a plan of action for your business, secure funding, identify the strengths and weaknesses of your brand, and act as a reference point for the direction of your business.

Whether you’re looking to do business with another company or just want to create a business proposal for prospective clients, here’s our guide on how to create a well-written business proposal that can help you generate revenue for your business.

Table of Contents

What is a business proposal?

What are the types of business proposals, how to write a business proposal, after sending: tips on how to follow up, where to find business proposal templates, business proposal faq.

A business proposal is a document sent to prospective clients in the hopes of working with them on a project⁠—whether it be a partnership or wanting to be the company who helps with a specific project. A business proposal can range from something smaller in scope (providing an SEO strategy document for example) or something large like running a company’s marketing efforts for them.

Business proposals can range in the topics they cover, depending on the nature of the involved businesses and your proposed solution.

At the most basic level, business proposals are about addressing the needs of prospective clients and showing them why your company is the best to fit those needs. For businesses focused on B2B services especially, knowing how to write an effective business proposal is crucial to growth.

Business proposals can vary depending on the service and nature of the project proposal, but they typically fall into three distinct categories.

• Formally solicited proposals. This describes proposals where the business you’re hoping to work with has formally asked you to submit a proposal. They’re usually written in response to published requirements from the business looking for proposals. Typically, this is the result of a publicly posted request for proposals, where a prospective client is going through many proposals and finding the best one. Your job here would then be to create a proposed solution based on the specific needs of a potential client or customer.
• Informally solicited business proposals. Informally solicited proposals typically occur following conversations between a prospective client and a vendor. Usually, the customer in this case is not asking for competing proposals and there tends to be fewer formal requirements. 
• Unsolicited business proposals. These proposals tend to be more generic in nature, acting as a sort of marketing brochure. Unsolicited proposals are typically used at trade shows or other public venues, where a business is shopping around for prospective clients. While they can generate business to some extent, unsolicited business proposals can sometimes be seen as spammy or, worse, unprofessional.

Not all proposals will fit neatly into these categories. There are proposals that might start off formally solicited but then be adapted into unsolicited proposals. But having a high-level understanding of each of the three common types will help you adjust where needed.

Business proposals can vary slightly in how they’re formatted, but there are a couple of crucial elements that all business proposals should have. You can always compare your proposals with a free business proposal template to ensure you’re on the right track.

In general you’ll want to follow these steps.

1. Create your title page

The title page acts as your proposal’s “cover,” so it’s especially important in terms of aesthetics. Your title page should convey a couple of pieces of basic information about your business and the proposal, such as the title of the proposal, your business’ name, contact information, and the date you’re submitting the proposal (or the date the proposal is crafted, in the case of unsolicited proposals).

Your title page should be professional, but should still seek to grab the reader’s attention and draw them in. It’s pivotal in setting the tone of your proposal, so, like any advertisement, it should convey your brand’s aesthetics and character. It’s usually a good idea to include your company logo somewhere too. If you’re putting together a social media marketing proposal for example, try and incorporate your social media marketing skill set when creating your proposal.

This is the first thing your client will see, so it’s important to convey your brand and proposal in a way that’s succinct, yet specific. Think of it like any visual content: viewers will only glance at it for a brief moment, so it must convey a lot of information very quickly.

Avoid complicated graphics that may distract from the central message of the proposal. Stylistically, it should be neat and clean. Here’s an example of what a well-designed business proposal might look like.

2. Compile a table of contents

A table of contents will make it easier to navigate the contents of the document. It doesn’t necessarily need to be the first page (occasionally, it follows the cover letter), but it definitely should be one of the first pages.

Your contents page should be chronological. Avoid getting too granular with items on the list, because this will come off as noisy and overwhelming.

A good strategy is to have the items on your list reflect specific pain points or questions the reader may have so that it’s easy for them to use the table of contents as a reference point for all their questions.

3. Write a cover letter

Not to be confused with your title page, your cover letter serves as an introduction of yourself. Some proposals might even include the cover letter before the table of contents as a way of setting up the entire proposal.

Your cover letter should be short and no more than one page. In a few paragraphs, briefly describe your company’s background,  mission statement , and unique selling proposition .

Your cover letter should be friendly and polite⁠—don’t forget your pleases and thank yous. Leave your contact information and encourage your readers to reach out to you with any questions.

Unlike a résumé cover letter, visual graphics are encouraged, especially if they illustrate an important aspect of your brand’s accomplishments or mission.

4. Write the executive summary

The  executive summary may be the most important part of your proposal. An executive summary provides details about why you’re sending the proposal and your methodology for why you’re the best option for the client to choose from.

Your executive summary acts similarly to a  value proposition that makes your company different and how your prospective client will benefit from working with you.

Executive summaries summarize, but they should still be specific. Identify the client’s exact issues, explain what your company does, and outline your proposed solutions to the client’s problems.

More detailed information will follow in the rest of the proposal, so while it shouldn’t be too detailed, it should still be specific. There’s no need to cover logistics or strategies here, but it should still offer a specific solution to a specific problem.

Your executive summary should be finely tuned to the client’s needs. Even if you’re passing the proposal document on to many potential clients, it should read as though it was written for one client specifically . If potential customers have different problems, you’ll want to make adjustments to your summary for each of them.

Be mindful of your tone here as well. A company that rents out party buses for college students will expect a very different tone from a company offering financial advice to seniors. 

Your summary should give the reader a clear idea of how your company can help them, and invite them to continue reading for more details. The summary should be specific enough to act as a standalone document but brief enough that it will inspire additional questions. 

Your executive summary should be about two to four pages, but try to keep it short if your overall proposal isn’t very long. Remember that the details will come later.

5. Outline your customers’ problem and your company’s solution

In this section, you’ll want to go into more detail about the solutions you offered in your executive summary. Your summary explained what you can do and why you’re the ideal client to do it. In the proposal pages, you’ll cover how you plan on doing it and when it can be done (a time frame).

When writing your proposal pages, it helps to consider what questions your client will have and provide them with detailed answers. 

Many writers of business proposals think of their proposal pages in terms of problems and solutions . With each proposal, start by outlining the potential issues the client might face. In doing this, you’ll show your potential clients that you have a deep understanding of their needs.

Problem and solution pages require a lot of research. You want to show potential clients that you’ve done your homework: you understand the client’s needs and know exactly what they’re setting out to do. 

How you choose to break down the client’s problems and solutions is up to you. Some proposal document writers will list a number of problem statements alongside detailed deliverables. Other proposals might focus on one or two larger problems and provide a list of solutions to them. 

Timetables are also important here. Potential clients will want to know how quickly you’ll be able to enact your solution and when they can expect to see results. Timetables answer these questions and, as a bonus, they’re also a handy visual tool that break-up text while conveying important information.

Your own proposal will need to break down problems and solutions in a way that’s appealing to your prospective client and makes sense for your industry, so there’s no one-size-fits-all approach to this section.

That being said, it’s generally a good idea to break up your proposal content into sections that specifically identify each problem and propose a solution. Here are some key points to address for each section:

• The problem. Use data to back up your claims, and be specific about where your client may be falling short of their goals. 
• Implementation. Explain in detail what changes you plan on making, how long it will take to make these changes, and the purpose of making these changes. 
• Goals. Explain how you will evaluate the success of your solution and when your client can expect to see results from the changes you’ve implemented. 
• Benefits. Draw upon the assessment of the problem and explain the nature of the impact these changes will make.

Your proposal pages should cover all of the details of the plans you will implement. It’s best to break down the text into bite-sized chunks so it’s easier to read. Decorative graphics should be avoided here, but visual tools like charts and graphs are great for illustrating your points.

6. Create a pricing table

Your pricing table should follow your problem and solution pages. It will include all of your products and services, paired with their pricing information.

>How you structure your  pricing strategy is largely dependent on the type of service you’re offering. That said, it’s usually a good idea to provide prospective clients with options . A single flat fee makes your proposal a yes or no question, which is easy to reject.

Adding pricing options provides clients with a more negotiable starting point, opening up the conversation about their particular needs, rather than acting as an end point.

Your pricing structure should be formatted in a table that’s easy to read. Offer recurring payment options, both monthly and yearly. Give discounted rates for long-term commitments. Offer add-ons, upgrades, and options. Transparency is crucial in this section. Make sure it’s easy for your clients to understand what they’re paying for and what options they have for customizing your service. Nobody likes hidden fees or fine-print stipulations. Include all the details of your pricing options in a way that’s clear and concise.

Depending on the type of business you’re in, you may not want to include your pricing upfront before serious discussions have been had, but it’s important to get into the habit of effectively communicating your pricing regardless.

PROPOSAL TIP: Some proposal software tools offer responsive pricing tables that allow your clients to adjust their plan to fit their needs and automatically recalculates their total.

Learn more: Psychological Pricing: What Your Prices Really Say to Customers

7. Share more information about your company 

Like an About Us page on your website, your business proposal’s About Us page should share the story of your business, with you, the founder, as that story’s main character. A good About Us page should be brief, but still contain all the elements of a compelling narrative:

• Setting. Set the scene: introduce the story’s protagonist(s), yourself, and your co-founders, and describe how you came together to form your business.
• Conflict. What problem inspired you to start your business? Describe the issue your business identified and set out to solve.
• Plot. How did you and your team set out to find the solution to your problem? What challenges did you face and how did you overcome them?
• Resolution. What was your solution? How has it changed your industry? What milestones have you hit and how did your business set out to solve the problem?
• Characters. Introduce the rest of your team. Offer brief bios of your team members and introduce your clients to the people they’ll be working with on your project. 
• Denouement. What comes next? Describe what you see in your company’s future. Talk about how you intend to continue pursuing your goals. Make sure to set yourself up for a good sequel.

8. Summarize your qualifications

In your cover letter, you touched on what makes your company uniquely qualified to solve your customers’ problems. In the qualifications summary, you’ll be going into detail about why your business is best qualified to help potential customers achieve their goals.

The best qualifications summaries rely on  social proof to make their case. Include case studies of previous clients, customer testimonials, praise on social media, endorsements from trusted experts in your field, and anything else that might showcase the value you provide your clients.

For example,  Omsom , a shop that sells delicious Asian sauce starters that help people make speedy restaurant-quality dinners, includes endorsements from Vice , CNN, and Vogue on its homepage.

9. Lay out the terms of the agreement

At the end of your marketing proposal, you’ll want to clarify the offer you’re making to your clients by outlining the terms and conditions of your proposal. Proposals may be considered legally binding contracts in some jurisdictions, so it’s best to work with a legal expert in crafting this section.

Not all business proposals include a legally binding contract, so if your proposal is meant to draw your client into further negotiations, you might just include a simple call to action that provides instructions on following up with you for further negotiation.

If you do include a legally binding contract, make sure to provide clients with a space for signing the agreement, or indicating their preferred method of moving forward.

It can be a little nerve-wracking waiting to hear back from clients during the sales process, but it’s important to remain patient. Give potential decision makers some time⁠—remember that they still need to tend to the day-to-day functions of their business.

If you haven’t heard back and want to give potential clients a little nudge, here are some tips for following up on your proposal:

• Give them time. Wait at least a week before sending a follow-up. If they’ve confirmed receipt of your proposal, give them a week from the date of confirmation. Keep in mind that they may want to discuss it with their team before reaching back out to you.
• Grab their attention with a good subject line. As with other types of email marketing , a compelling subject line will increase the likelihood that they’ll open your email.
• Be brief. No need to go into finer details here⁠—let your proposal do most of the talking. Use your follow-up to emphasize that you’re available for any questions, and make it easy for them to reach back out to you.
• Avoid high-pressure, salesy language. Your goal here is securing a partner , not a customer. Hacky advertising cliches like “Don’t miss out on this exciting opportunity!” will come off as alienating to potential clients.
• Be friendly, approachable, and authentic. Your follow-up is a good opportunity to preview what it will be like working with you. Be polite, but casual⁠—as though you’re reaching out to your favorite work colleague. 
• Know when to quit. It’s easy to overlook one or two emails, but much harder to overlook three or four. If your client hasn’t responded to the three follow-ups, it’s time to move on.

If you’re just  starting a business and have never written a business proposal before, it’s a good idea to take a look at a few of them to get an idea how they’re composed for different types of businesses . Here are some good places to find examples of templates and layouts to help you in business proposal writing.

• PandaDoc . PandaDoc boasts a wide library of over 167 free business proposal templates. Other features include interactive quote pages, contract templates, and e-signature capabilities. 
• Canva . Among Canva’s wide variety of free design templates are a ton of free business proposal examples. Canva allows you to filter different proposal templates by style and theme, making it easy to find a template that matches your branding.
• Proposify/a>. Proposify offers a ton of templates for business proposals and business contracts that include features like electronic signatures, interactive client previews, language translation, and data metrics that help you track open rates⁠—which is especially useful if you’re sending your proposal to multiple clients. 
• Jotform . Jotform includes a wide collection of free and paid PDF templates for proposals in all kinds of industries, for all kinds of projects. Templates are converted into PDFs for easy printing, and even include a digital signature feature that allows your clients to sign your agreement digitally. 
• Better Proposals . Better Proposals has a ton of free resources for business owners looking to learn more about how to write proposals. Along with business proposal templates, they also offer templates for quotes, contracts, and online brochures.

Learn more:

• Business Plan Template: A Practical Framework for Creating Your Business Plan
• The Road to Success: Business Plan Examples to Inspire Your Own

Don’t miss the opportunity to grow your small business

Working with clients is an incredible opportunity to grow your business. Not only because of the financial gains, but because building strong, working relationships in your industry will open up new avenues for growth and help build your reputation among your peers. 

A lot of work goes into creating a business proposal, but learning how to compose an effective business proposal will set you up for years of success. No matter what industry you’re in, there will likely come a time when you’ll need to write a business proposal.

The more satisfied customers you have, the easier it will be to attract new clients. Each new opportunity at a partnership is a stepping stone toward continued success. Give some of these business proposal ideas a try today.

Start your free trial of Shopify—no credit card required!

How long should a business proposal be.

A business proposal should ideally be less than 10 pages where possible, but it’s largely dependent on the type of proposal you’re making and how far your services stretch. Things like your cover letter, summary, and pricing page should be kept short⁠—no more than two pages for each. The majority of your proposal should be your proposal pages, which go into detail about each aspect of your proposal.

What are the different sections of a business proposal?

A basic business proposal consists of a titles page, tables of contents, cover letter, executive summary, proposal pages, pricing page, additional info about your business, and the agreement you’re proposing.

What is a basic business proposal?

A basic business proposal includes all of the elements listed above. Different industries may include unique features (for example, an app developer may include interactive elements to illustrate how their product works), but these aspects are considered standard features to business proposals.

How do you write a business proposal?

Start by choosing a template and considering what makes your business different from the competition, and why you’re in the best position to assist potential clients with their needs. Be specific about what you can help your potential clients with, and make it easy for them to find out how to get in contact with you if they have questions.

About the author

Evan Ferguson

Evan Ferguson is a writer, digital artist, and content creator at Shopify. He is best-known for once being retweeted by Ice T.

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How to Write a Business Proposal — 2022 Guide and Template

A business proposal can make or break your chances of securing a new client. Write a great one, and you’ll likely snag their business.

Write a poor one, and you might lose out—even if you’re offering the best service out there. So, how do you write a business proposal? What is the proper format? What do you need to include?

While it all depends on your industry, and whether or not you’re offering a product or service, writing a business proposal is pretty straightforward. We’ll answer all those questions and more throughout the course of this guide. 

What to expect with this business proposal guide

Whether you’re starting fresh or need to look at a specific section, here’s what we’ll be covering in this guide. 

• What a business proposal is
• The differences between a business proposal and a business plan
• The format of a business proposal
• How long to make your business proposal