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How to Write a Succeeding Web Design Request?

Updated: May 7

You need to make sure that you address every aspect of the project in your web design proposal if you want to be successful. This includes the client's goals, timeline, tools, budget, and other details. The proposal is the first step in showcasing your agency's assets and enhancing your chances of landing the project.

What is a winning web design proposal?

A winning web design proposal is a well-researched document that helps clients understand what they’re getting when they hire an agency or a freelancer. The first step in writing a winning proposal is to listen to your client and ask the right questions. This will help you understand their needs and goals, and give you insight into what they’re looking for in a website.

Each web design proposal will be different but should follow a simple structure. 

This is a simple guide on how to write a winning web design proposal to maximise your chances of success.

1. Context

A great proposal starts with setting the proper context. This is the ‘why’ behind the proposal. It could be a pain point your potential client is experiencing or an opportunity they want to capitalise on. Showing that you understand the problems and needs of your prospective client is the best way to gain their trust early on.

For example:

The Invest’s website was primarily designed to serve as an online business card. The business has experienced significant growth through word-of-mouth, but its website has not been successful in creating awareness and generating leads.

Given the changing environment and exclusivity of the nature of the service provided by The Invest, the business needs a new website that includes information about its services, benefits and a clear path to booking an appointment online.

Examples of some of the questions that you should ask your clients:

  1. Tell me about your company.

  2. Who is the primary and secondary target audience?

  3. What problem does your business solve?

  4. What are some of the core challenges faced by the business?

  5. What are your 5,10 years goals? What are your metrics?

  6. What differentiates you from your competitors?

  7. What is your timeline and budget for the project?

2. Solution

Based on your initial research and findings, you will now be able to outline a solution.

Once the work begins, there will undoubtedly be some alterations in ideas, but at this stage, the clients need to be confident that you can tackle the problem. This is where you can create a unique differentiation of your services and fill the gap.

For example:

Our agency will create a contemporary website that will showcase The Invest’s brand value and clearly define its services with supporting case studies and testimonials. The knowledge we gather from the research will be used to develop a clear path to booking appointments online.

3. Scope & Deliverables

It is quite easy to lose track of the project when the deliverables are not defined and agreed upon at the beginning. Having an agreed list of deliverables will avoid scope creep which is one of the major challenges of any web design and development project. By clearly defining the scope and deliverables, you can anchor the project’s costs and save tons of time.

For instance, as a part of the website project deliverables, you failed to take into account website content. The client may assume that it is a part of the overall deliverables. The introduction of unaccounted deliverables later in the project ruins client relationships. Therefore it is important to keep into account what’s included and excluded from the list of deliverables.

Breaking down each component and highlighting what’s included and excluded gives the client an in-depth understanding of what to expect.



  1. Research & Insights

  2. Wireframes

  3. Site Map

  4. Design Concepts

  5. 10 x Web Pages


  1. Integrations

  2. Website Content & SEO

  3. Branding Assets

*The exclusion list does not form part of the overall web design deliverables. Each item in the list will be costed separately if required.

4. Design and Development Process

In this section, you will present your approach to managing and executing the website project. Outline each step and its deliverables along with the time that will be spent on execution.

The process of designing and developing a website differs from agency to agency. Some of the common steps in the website design and development process are:

  1. Research & Strategy

  2. Wireframe & sitemap

  3. Design

  4. Design Concept

  5. Design Development

  6. Design Finalisation

  7. Development & QA

  8. Sign Off & launch

For example:

  1. Research & Strategy

For example:

To kick off the project, we will immerse ourselves in The Invest brand. We will conduct desktop and 5 x personal interviews with internal stakeholders. Based on the findings of the research, a website strategy will be developed.


Research findings and insights

Website Strategy

Time: 4 weeks

Note: 1 x strategy change is included. Any extra rounds of changes will be charged at $150 per hour.

  1. Wireframe & Sitemap

Post approval on the strategy, we will then move on to the website wireframe and site mapping. This will provide a detailed overview of the site framework.


1 x wireframe & sitemap

Time: 2 weeks

  1. Design

In this stage, we will use the wireframe and sitemap for the website design

Using Shopify CMS, we will create web pages as follows:


2 x design concepts to choose from.

Post approval of one design concept, we will proceed to create the design


3 x web pages

Time: 4 weeks

Note: Each design round includes 2 x changes. Any extra round of changes will be charged at $250 per hour.

  1. Development & QA Testing

Once the design is signed-off, we will develop the website on Shopify CMS. We will use BugHerd as the website feedback tool to collect feedback at this stage of the website development process. You will be provided complete access to the BugHerd Kanban board for complete project visibility (more about BugHerd in the tools section)

  1. Sign-off & Launch

Once the website is built and ready to be shipped, we will arrange an hour’s session to walk you through the website. We will launch the website post approval from all stakeholders.

5. Tools

From onboarding clients to keeping your internal processes in order, the technology stack you use can make or break your client’s experience. The inclusion of client-facing tools in your proposal will give you an edge over your competitors.

If you are wondering how to choose a client-facing tech stack, it’s useful to consider the advantage of having such tools.

For Example:

We focus on creating the best possible outcomes for our teams and clients through innovation. During the development stage, we will introduce you to the BugHerd website feedback tool. Using BugHerd, you and your team will be able to attach feedback directly to website elements, track changes and get visibility on your projects. BugHerd makes it easy for you and your team to collaborate and launch a website faster.

BugHerd is the world’s leading visual feedback and bug tracking tool for websites.

Globally, thousands of agencies and marketing teams love it for the ease and

collaboration it brings to their website projects.

BugHerd has revolutionised the way agencies collect and manage website feedback from clients and internal teams. It is perfect for anyone involved in website design and development.

With BugHerd your team can easily pin feedback directly to specific elements of the web pages. It acts as a transparent layer on the website that is visible only to the agency and added members, for example, clients. Submitted feedback and bugs are sent to a central Kanban task board that provides all stakeholders full visibility of the project.

Take advantage of BugHerd’s 14-day free trial and create a test project to get a feel for the tool. It’s easy to use and there’s no credit card required.

6. Timeline

You should set realistic timelines for the project, so there is no room for unforeseen delays or mistakes. It is best to get clarity from the client at the outset. You may use a Gantt chart or any other tool to capture the timeline. Involving the clients in every step will ensure that they have a clear understanding of what needs to be done and when it needs to be done.

For Example:

7. Costing

A well-written costing is crucial to securing approval for your proposal. It is generally best to get a ballpark figure from the client and base your costs around it. If the costing exceeds the client’s expectations, you should provide relevant reasoning.

Present your prospect with a clear breakdown of costs.

For Example:

Payment Schedule:

8. Case Studies

Your clients have seen where they are, and how you will help them get there. To convince them that you can achieve what you claim, you must substantiate it with your past work.

Showcase relevant industry case studies, awards your company has won, testimonials, and references. It will be easier for the buyer to choose you if you can demonstrate how you have helped others achieve similar results.

9. Terms & Conditions and Next Steps

The terms and conditions should be clearly outlined. The terms and conditions may include the following:

  1. Fees and delays

  2. Use of client’s assets and licensing

  3. Trademarks

  4. Any additional charges due to change requests

  5. Timeline

After reviewing your proposal, your prospect should be able to accept it and move forward. Using online signature tools makes it easier for clients to provide signed documents quickly without needing to physically sign and scan them.


Last but not least, always request that important decision-makers see your proposal. Plan a discussion with your potential clients, either in person or over a video call.

Making a successful web design proposal shouldn't be difficult. It's crucial to comprehend the client's issues and requirements. It all starts with getting it right.

The other option is to hire designers at a more affordable rate. There are many companies out there that offer web design services at an affordable price.

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