Web Design Proposal Template for Local Businesses
Most web design proposals are too long and too technical. Local business owners are busy people. They want to know what they are getting, when they are getting it, and what it costs. This template keeps it to one page.
Before you write the proposal
A proposal should confirm what you have already verbally agreed, not introduce new information. If the client is seeing the scope, price, and timeline for the first time in the proposal, you are sending it too early. Have a short conversation first, align on expectations, then send the proposal as a written summary of that conversation.
Keep it to two pages maximum. Anything longer suggests you are padding to justify the price, not genuinely communicating the value.
The proposal template
Copy and adapt this for each client. Replace everything in [brackets].
Section 1: Header
Web Design Proposal
Prepared for: [Business Name]
Prepared by: [Your Name / Studio Name]
Date: [Date]
Section 2: Executive Summary
[Business Name] currently [does not have a website / has a website that is not generating leads]. This proposal outlines a new [X]-page website that will establish your online presence, rank for local searches in [City], and capture enquiries from people actively looking for [their service] in the area.
Section 3: The Problem
When someone in [City] searches for "[their service] near me", your business does not appear. You are losing potential enquiries to competitors who have an established web presence, even if your work is better than theirs.
Section 4: The Solution
A professionally designed, mobile-first website built specifically to rank for local searches. Every page will be optimised for [City] + [their service] keyword combinations, with a clear call to action above the fold on every page.
Section 5: Scope of Work
Included pages:
1. Home page (hero, services overview, trust signals, CTA)
2. Services page (detailed breakdown of your main services)
3. About page (your story, credentials, photos)
4. Testimonials / Case Studies
5. Contact page (form, phone, address, Google Maps embed)
Also included:
- Mobile and tablet responsive design
- Google Search Console setup and sitemap submission
- Google Analytics 4 installation
- Google My Business profile optimisation
- 1 round of revisions after delivery
- 30 days of post-launch support
Not included:
- Ongoing blog content
- Paid advertising management
- E-commerce functionality
Section 6: Timeline
Week 1: Discovery, brand assets, and wireframes
Week 2 to 3: Design and development
Week 4: Review, revisions, and launch
Estimated completion: [X] weeks from project start date, subject to timely receipt of content and feedback from your side.
Section 7: Investment
Website design and development: £[Amount]
Optional monthly maintenance retainer: £[Amount]/month
Payment terms:
50% deposit to begin work.
50% on launch.
Payment by bank transfer or card.
Section 8: Terms
This proposal is valid for 14 days from the date above. Work begins once the deposit has been received. All work remains the intellectual property of [Your Studio] until final payment is received in full.
Section 9: Next Steps
If you are happy to proceed, reply to this email with your confirmation and I will send over the deposit invoice. We can then schedule a short kickoff call to go through the brief in detail.
Any questions at all, just reply directly to this email or call me on [Your Phone Number].
Tips for sending proposals
- Send as a PDF, not a Google Doc or Word file. PDFs look professional and cannot be accidentally edited by the client.
- Include your logo and the client's business name on the cover. Small details signal professionalism.
- Follow up by phone if you have not heard back within 3 business days. Do not wait for the email reply that may never come.
- If they ask for a lower price, consider what you can remove from scope rather than simply discounting the same package.
Find clients to send this to.
A great proposal is only useful if you have the right prospects. Fernly finds local businesses that genuinely need a website so your pitch lands every time.