Generate a client proposal that wins deals by being specific, honest, and scoped. Vague proposals lose to competitors with concrete numbers.
Pre-flight
Collect from the user:
- Client name and website
- Their goal — what they want to achieve
- Scope — what services you're offering (audit, campaign, retainer, project)
- Timeline — start date, duration
- Budget range or fixed price
- Deliverables
- Your credentials — company name, relevant case studies, rates
Then optionally run /market audit <client-url> first — the proposal is 3x stronger when backed by a live audit of the client's site.
Pricing Calculator
Use this framework to arrive at a defensible number.
Time-based
hours × blended_rate = base
+ project overhead (15–25%)
+ profit margin (20–40%)
= price
Value-based
estimated_impact (annual revenue lift) × value_share (10–30%) = price
Retainer
monthly_hours × blended_rate + retainer_premium (10–20%) = monthly price
Rates (2024+ directional, global range)
| Role | Hourly |
|---|---|
| Marketing strategist | $150–400 |
| Copywriter | $100–300 |
| SEO specialist | $100–250 |
| Paid media manager | $100–250 |
| Designer | $75–200 |
| Developer | $100–250 |
| Junior execution | $50–100 |
Rates vary by market. Ask the user if you're unsure — never invent rates and hand them to a client.
Scope Structure
Always split scope into:
- In scope — explicit list with deliverables and acceptance criteria
- Out of scope — explicit list of what's not included (prevents scope creep)
- Optional add-ons — things the client can add mid-engagement at predefined rates
Proposal Sections
- Cover — client name, project title, date, your company
- Situation — 2–3 sentences on what the client is trying to achieve
- Objectives — measurable goals (revenue, traffic, leads, brand metrics)
- Approach — how you'll do it, phased
- Scope — in-scope, out-of-scope, add-ons
- Timeline — phased with milestones
- Deliverables — specific artifacts the client will receive
- Team — who's working on it
- Investment — pricing with payment terms
- Success metrics — how "done" and "successful" will be measured
- Terms — revisions, ownership, payment schedule, termination
- Next steps — how to accept, timeline to start
Output: PROPOSAL.md
# [Project Title]
## Prepared for [Client Name]
**Date:** [YYYY-MM-DD]
**Prepared by:** [Your company]
---
## Situation
[2–3 sentences. Show you understand their business.]
## Objectives
1. [Measurable objective with target]
2. ...
## Approach
### Phase 1 — [Name]
- Week 1–2: [specific activities]
- Deliverables: [list]
### Phase 2 — [Name]
...
### Phase 3 — [Name]
...
## Scope
### In Scope
- [Deliverable 1 with acceptance criteria]
- ...
### Out of Scope
- [Explicit exclusion 1]
- ...
### Optional Add-ons
| Add-on | Rate |
|---|---|
| [Item] | $X |
## Timeline
| Phase | Start | End | Milestone |
|---|---|---|---|
## Deliverables
[Specific list — every artifact the client will receive]
## Team
[Names, roles, hours/week]
## Investment
| Item | Amount |
|---|---|
| Phase 1 | $X |
| Phase 2 | $X |
| Phase 3 | $X |
| **Total** | **$X** |
**Payment terms:** [e.g., 50% on start, 25% at midpoint, 25% on delivery]
**Billing:** [Net 15 / Net 30 / upfront]
## Success Metrics
How we'll measure success:
1. [Metric + target + measurement method]
2. ...
## Terms
- **Revisions:** [number of rounds included]
- **Ownership:** [what transfers, what doesn't]
- **Termination:** [notice period and refund policy]
- **Confidentiality:** [standard mutual NDA]
- **Warranty:** [what you guarantee]
## Next Steps
1. Review this proposal
2. Reply with questions or changes by [date]
3. On acceptance, we start [date]
4. Kickoff call scheduled within 48 hours of signing
---
Questions? Reply to this email or book a call: [link]
[Your name]
[Role]
[Company]
Quality Bar
- Specificity wins. "We'll improve your SEO" loses; "We'll publish 8 target-keyword articles, rebuild 12 meta descriptions, and fix 6 Core Web Vitals issues in 60 days" wins.
- Price with confidence. Never apologize for the number. Anchor with value before stating price.
- Always include out-of-scope. It protects both sides and builds trust.
- Success metrics must be measurable by the client, not just by you.
- Don't overpromise. If the user's goal is unrealistic for the budget, say so in the proposal and reset expectations.