- Wanna know how to write irresistible web design proposals
that win clients?
We're talking about it here on The Journey.
Writing a world class web design proposal can sometimes feel
like pulling teeth.
After all you got into freelance web design
like me to spend time designing great websites.
Not to spend all your time on sales.
But your web design proposal can make
or break a freelance web design project.
So, you need to get comfortable packaging
and selling your design services.
And proposals give you the opportunity
to convince clients that,
hey, you understand their business and their needs.
And to make your case for why you're the right person
for the job.
Now, creating a professional proposal
doesn't have to be difficult.
While, each website design will be different.
Every proposal that you create
should follow the same simple structure.
- Here's how you can put together an irresistible web
design proposal that wins clients
and present your proposal to maximize
your chances of success.
Broken it into three parts.
Starting off with problem statement.
Why are you here?
And where do you want to be?
- Every web design proposal needs an introduction.
But many freelancers make the mistake of focusing
their introduction on the details of the project itself.
So instead of preaching the benefits of the work
that you're proposing.
Start by emphasizing the pain
that you intend to resolve for your prospect.
Why?
Simple, pain is a strong motivator.
Your prospect doesn't really wanna spend money
on web design.
But, they are willing to spend money to avoid pain.
Loss aversion is a classic copywriting technique.
And it can do wonders for your close rates.
- Your introduction should focus on the pain points
your potential client is experiencing.
Like, what are they struggling with?
Why do they come to you for help?
What would it feel like if that pain just went away?
And what could tomorrow look like for their business?
By focusing more on the pain you'll resolve
in the work you'll deliver.
You'll instantly set yourself apart from the pack
and prove to clients that you have their best interests
in mind from the beginning
- That takes us to number two, proposed solution.
How will we solve the problem?
Well, next your proposal should cover how you're actually
planning to solve this problem that you outlined
in the first section.
And this is where you get to flex your creative muscles.
And dive into the details of how you're going to help
your prospect achieve their goals.
- Focus on your prospect's pains.
Not the features and tools you'll use
to prove that you care about their customers.
Explaining the features and tools you'll use
for the project might sound professional to your ears.
But if you and I were chatting about this project
at a WordCamp, this might make perfect sense.
And would be a meaningful conversation.
But unfortunately technical jargon
and a lack of clear benefits
will only confuse your prospects.
They don't know our lingo.
And make them wonder how the design work
you're proposing will actually help their business.
- Instead, try to reframe your solution in terms
of the needs of your client's customers.
What are the specific business outcomes
you're working to achieve?
Most clients tend to value three things.
More sales,
clients traffic,
reduce costs
and insurance against potential revenue loss.
Most web designers will concentrate on that first benefit.
Using your design skills to bring in more sales,
leads or sign-ups for their clients.
- Get specific here.
How will your client's businesses look when you're done.
By clearly outlining the potential outcomes of the project.
You'll actually be able to anchor the cost of the projects
against the dollar value of the benefits
your prospect will receive from the project.
Improving the chances of your client
accepting your proposal.
And of course, this also requires framing the details
of the project correctly.
Let's take a look at the project details.
- So number three, project details.
How long will this take and how much will it cost?
At this point your client should be very excited
about the prospect of working with you.
And now it's time to set expectations about
how much of the project will cost your client.
And how long you expect the work will take.
So, pro tip.
Give your prospect at least two potential packages
to choose from at different price points.
And the reason for this,
by offering multiple packages.
You're competing against yourself
instead of competing against other web designers.
- Every proposal will be different.
But most web design projects can benefit
from one or two packaging options.
So, offer a quick package with a limited set of benefits
alongside a pricier premium package,
with all the bells and whistles.
Or offer a fixed price package with optional extras
for clients who want to invest more.
Both of these packaging strategies lets potential clients
choose an option that meets their budget
and still gives them the business results
that they're hoping for.
You'll also end up maximizing your profit with clients
who are willing to pay for the more premium options.
I know this is a strategy I use consistently.
And more often than not,
they end up going with the premium package.
- So, many clients haven't worked with freelancers before.
So they might not be aware of the process around
presenting and accepting a proposal.
So, you need to walk them through every step.
Clearly outlining what needs to happen
once you've delivered the proposal.
And how your prospect can accept your offer
or negotiate terms.
I would encourage you to create a sense of urgency.
Deliver your proposal via email to let clients review it
on their own time.
But, build a sense of urgency as well.
Hint that, because you're working with other clients,
your time may get spoken for if they don't accept
your proposal right away.
- You should also use an electronic contract system.
By using one of these like Bonsai or DocuSign,
which is included in the business premium tier
of Microsoft 365 from GoDaddy.
It lets you send proposals via email
and prospects can provide comments online
or accept your proposals with a single click.
They don't have to print anything out,
sign it, fax it.
Whatever it might be.
It makes it super easy to actually accept that proposal.
- Sounds pretty easy to me.
So next step, layout the next steps.
Make sure you give clear instructions on how clients
can move forward with the proposal.
And schedule a follow-up call.
Like, maybe in a few days after you deliver the proposal.
To talk through the scope and budget the project.
And also answer any questions that your client might have.
- Ultimately landing a high value web design project
boils down to having an understanding
of your potentials client's needs,
and communicating that understanding.
Along with how did you plan to solve their problems
through your proposal?
- That's right.
And if you implement these essential elements
in your web design proposal.
And make it easy for clients to make a decision quickly,
you'll find yourself closing more contracts.
And building a sustainable freelance web design business.
- And after your client has accepted the proposal,
you can deliver your contract and invoice for your deposit.
Then you'll be ready to begin the project.
But that's a wrap.
I hope you learn a ton when it comes to writing proposals.
Make sure to leave us a comment below.
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This is The Journey.
See you next time.