Business proposals play an integral role in bolstering third parties' confidence in your company's ability to meet specific needs. Prospective clients typically put out a request for proposals (RFP) to gauge businesses' ability to deliver the desired results. By using a specific business proposal format, you're sure to gain the confidence of your target audience.

To create a proposal letter that stands out, you need to have a hook that makes the recipient want to find out more about your company's offer. You could provide brief information about low prices, amazing results, and solutions to specific problems.

It's also vital to demonstrate a good understanding of the potential client's business. If the reader isn't confident that you understand their core business processes, it becomes difficult to convince them about the effectiveness of your proposed solution. In the end, you can miss out on new business opportunities.

One way to grab the reader's attention is to review competitors' strengths and weaknesses. Doing so allows you to propose solutions that solve specific operational problems and boost the client's bottom line. Also, consider incorporating brief information about costs in your project proposal.

Additional considerations include avoiding jargon and humor. Although adopting a conversational tone can make the proposal more engaging, being overly casual can be risky. The reader may misunderstand the message or find it offensive. On the other hand, if you received a proposal outline, follow the same style and format.

In the next sections, you'll find sample business proposals for marketing, consulting, and web design businesses.

Marketing Services Business Proposal Sample

A polished project proposal makes it easier to convince the new client that your company is the right choice. You should take advantage of several business proposal sections to outline your organization's value proposition and deliverables.

Key elements of a project proposal template include:

  • Table of contents
  • Problem statement
  • Proposed solution
  • Testimonials or proof section
  • Pricing details
  • Executive summary
  • Call to action
  • Terms and conditions

Problem and solution statements are vital to the success of your proposal. The reader is more likely to use your statement to make a final decision. Skipping this section can compromise your company's competitiveness.

In the marketing proposal template below, you'll learn more about key information to include in your letter.

Title Page

In this section, you should include five key elements: your title, the submission date, the recipient's name, and the proposal's title. In addition, incorporate a few sentences describing the purpose of the marketing services proposal. The title page section should also contain the contact information of the person responsible for the project.

Executive Summary Section

In the section, you should indicate reasons for sending the proposal and why the potential client should select your company. It's vital to provide a detailed explanation of your marketing expertise. For instance, the client might be keen to work with a marketing agency specializing in a specific vertical, like IT services marketing. Indicate your specialty and any experience in similar projects.

Ensure that the executive summary clearly explains how your products or services solve the client's problem. This section should also provide an overview of your proposal in one to two pages.

Business Proposal/Solution Section

The business proposal or solution section allows you to make an impactful proposal by identifying specific problems faced by the client. Examples of marketing problems include boosting the client's email conversion rate and optimizing Google or Facebook Ad campaigns.

Let the client know your proposed deliverables and timeline. You can list these project-based proposals using the following structure:

  • Website content development — Phase 1
  • Deliverables, timeline — Phase 2
  • Deliverables, time frame — Phase 3

For retainer-based work, provide an outline based on the scope of work. List the marketing services you provide per month. Consider using the following structure:

  • Booster projects (one- or three-month cycle)
  • Deliverables per month or quarter
  • The number of campaigns per quarter
  • Monthly retainer deliverables
  • Optional deliverables outside of the retainer fee

"About" Section

In this section, showcase your agency's profile and marketing expertise. You should outline your company's legal structure and operational mission. Also, include the professional qualifications and experience of key staff members. If your agency has won some awards or published articles and case studies in notable publications, list them in this section.

Testimonials/Proof Section

Whether you're a marketing consultant or agency, you need to include testimonials in your proposal outline. Doing so is a surefire way to build trust and showcase your experience. Indicate the names, titles, and organizations of people providing the testimonials. Also, add photos of the individuals you listed.


When it comes to pricing information, you need to tread carefully. With the right price and a balanced solution statement, you could end up with a winning business proposal. You can list your price as a project-based flat fee or a retainer-based fee depending on the type of marketing work involved.

Call to Action

A clear-cut call to action (CTA) enables the reader to understand the next steps after evaluating your sales proposal. In this section, you need to summarize why the client should select your agency. Highlight the steps the reader should take to act on the project proposal or sales pitch. Lastly, add a link to your website, email address, or phone number.

Terms and Conditions

The information you include in the terms and conditions section helps protect your business. As a marketing agency or consultant, it's vital to cover the following points:

  • Scope of the work
  • Intellectual property rights
  • Confidentiality terms (privacy statement)
  • Proposed client and agency roles and responsibilities
  • Cancellation policy (including a kill fee)
  • Payment schedule

Additional legal points not covered in this section should appear in the contract.

Consulting Services Business Proposal Sample

In this business proposal example, you'll learn about how to structure your consulting services proposal. Formatting the pitch properly allows the reader to find critical information about your services and make an informed decision.

The cover page of your proposal acts as an introduction to the reader, followed by the executive summary, which contains an overview of the client's problem and your proposed solution. You should also provide brief information about your approach and consulting process.

Further down the proposal, you should outline deliverables, the scope of the work, and timelines.

Title Page

The information you convey in this section should motivate the prospective client to keep reading and learn more about your consulting services. Inform the reader about the purpose of your proposal. Use the cover or title page to introduce your company and shape the prospect's expectations.

Additional details required in this section include:

  • Consulting project name
  • Reference numbers (if any)
  • Agency name and contact details
  • Consulting proposal submission date
  • Client's name
  • Company logo (optional)

Executive Summary Section

Use this section to demonstrate your expertise and how your services can deliver the desired results for the prospect. Show the potential client you've done your homework and understand their problems.

Business Proposal or Solution Section

Whether you're participating in the proposal process as a small business or freelance consultant, you need to handle this section carefully.

Start by defining the client's specific problem and its impact on their day-to-day operations. Also, provide a glimpse of how your solutions can transform the client's business.

In a few paragraphs, elaborate on the effectiveness of your solution. Include a step-by-step plan that outlines deliverables and milestones. Lastly, list the outcomes that the prospect can expect thanks to your consulting services.

"About" Section

Provide concise information about yourself or your business. Showcase your team's professional qualifications and combined consulting experience. Also, include case studies, notable publications, and awards your company has penned or received.

Testimonials/Proof Section

Testimonials play an important role in various types of business proposals. They provide social proof of your consulting expertise.

Your testimonials should include clients' names, companies, and titles. Incorporating the photos of the endorsers is also beneficial.


This section requires high levels of clarity to avoid any misunderstanding. The best way to provide specific pricing information is to create a pricing table to help the client make an informed decision. Recurring payment schedules should align with your monthly workflow. If you charge consulting services by the hour, include all the details clearly and accurately.

Call to Action

In this section, summarize the sales process and the proposal's key points. Highlight the benefits of your consulting services for the potential client. Also, specify the steps the reader should take to confirm interest in your services or to request additional information. It's vital to add your company's contact information in the CTA. Lastly, thank the prospect in advance for choosing your company for the project.

Terms and Conditions

Sample business proposal templates typically come with a T&Cs section to help provide legal protection for your business. Here are some key points to include:

  • Scope and duties for both parties
  • Suspension or termination terms of your consulting services
  • Confidentiality agreement
  • Disclaimer regarding guarantees about the outcome
  • Dispute resolution

Web Design Services Business Proposal Sample

A balanced web design proposal increases the chances of a successful pitch. To impress a prospect and land the deal, you need to use the right structure.

Key sections of solicited or unsolicited business proposals include:

Title Page

In this section, you need to provide your company's name, contact details, and project name. You can incorporate a project overview, including a brief problem statement. It's also good to include a logo to reinforce your agency's identity.

Executive Summary Section

This section presents an opportunity to outline specific solutions to problems faced by the client. For instance, a prospect might be looking for an effective way to improve website load times. You should provide a brief analysis of the prospect's circumstances and challenges before prescribing a solution.

Your problem statement needs to reassure the reader that you fully understand their predicament. The solution statement should be high level and specific to convince the potential client that you have things figured out.

Business Proposal/Solution Section

You should now expand on the solutions you prescribed in the executive summary. Explain why you think your web design solution will work. If the prospect needs to improve website load times, outline the methods and technologies you'll employ to boost website speed. Provide a clear outline of the design process, deliverables, and timelines.

"About" Section

As a web design agency or freelancer, you need to furnish the prospect with your expertise, qualifications, accreditations, and web design experience. If you're pitching as a company, showcase your team's credentials. Also, incorporate web design publications or case studies that provide evidence of your expertise.

Testimonials/Proof Section

Showcase the positive feedback you've received from current or previous clients. Testimonials bolster solicited proposals by providing social proof of your technical skills and quality workmanship. Select testimonials relevant to the prospect's web design requirements.


Include a package breakdown of cost estimates associated with the prospect's web design project. Describe the work you'll perform, such as WordPress theme customization. You should also include an estimated timeline.

Call to Action

A polished CTA can help you close the deal. You should reiterate the key points that help your web design proposal stand out. Inform the prospect of the next steps to signing the deal. Provide your agency's contact information.

Terms and Conditions

Outlining the legal aspect of web design work is critical to ensuring a professional approach. It can also boost the potential client's confidence in your company. Here are some key points to cover in the T&C:

  • Cancellation policy
  • Confidentiality agreement
  • Deposit structure
  • Scope of work

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Notice to the Reader

Treat the information in this article as a general guide, as it may not apply to your specific scenario. Always seek expert advice before making critical decisions that could impact your business's future.