Include These 3 Key Elements In Your Next Freelance Proposal
One of the most annoying things I’ve had to deal with as a freelancer is spending my time to write and send “a perfect proposal,” only to hear…absolutely nothing back.
No response whatsoever from the prospective client I sent it to.
Man, it’s one of the most frustrating, demoralizing feelings as a freelancer. You put in all that time and effort crafting what you thought was a killer proposal, getting your hopes up…just for it to get met with radio silence.
I remember one particularly brutal period early in my freelance career where I went through a dry spell like that. Proposal after proposal, just getting completely ghosted. I started questioning everything:
Was my proposed pricing completely off?
Was I not explaining my services clearly enough?
Were the clients just not seeing the value in what I offered?
It was gut punch after gut punch of rejection through lack of any response at all.
You see, I have pretty thick skin when it comes to client feedback, but there’s something that just feels so dismissive about zero acknowledgment whatsoever on a proposal, you know?
Well, after going through that deeply frustrating experience enough times, I knew something had to change in how I constructed and presented my freelance proposals.
These documents were essentially my make-or-break first impression and resume wrapped into one.
So I spent a lot of time studying winning proposal examples on YouTube and some other websites, reading up on consumer psychology, and talking to other successful freelancers about what resonated most with their clients.
And you know what? I discovered there were 3 core elements that NEEDED to be included in any proposal to maximize the chances of getting a response and getting the gig.
Want me to share those 3 essential ingredients for an effective, response-worthy freelance proposal?
Of course you do!
Let’s dive in:
Element #1: Clear Project Scope and Deliverables
Here’s the thing — when a client is looking to hire a freelancer like you or me, one of their biggest fears is ending up with a half-baked, unfinished project mess. They worry about miscommunications, missed deadlines, budget creep from lack of defined parameters…you name it.
So one of your top priorities in any proposal has to be clearly addressing that concern right upfront with an easy-to-understand breakdown of exactly what they can expect.
Leave no room for guesswork or assumptions about the project scope and specific deliverables, like:
“For the flat fee of $2,500, here is what you’ll receive by May 1st:
- A custom WordPress website with 6 core pages (homepage, about, services, etc.)
- All pages optimized for search with keyword-rich copy
- Professional design with branded color palette and logo
- Mobile responsive functionality
- Up to 2 rounds of revision requests included
- And more!”
See how detailed that is?
The client knows precisely what they’re getting, what it will cost, and by when. There’s no vague stuff or generalities around crucial logistics. You’ve clearly laid out all the key scope details.
Now, compare that level of clarity to something more nebulous like:
“I’ll build you a website for your business.”
Uh, okay…but what is actually included in that? Too many blanks for the client to fill in themselves.
By providing specificity on what the project deliverables are (and what they aren’t), you avoid unnecessary confusion, skepticism, and objections right out of the gate.
It sets clear expectations on both sides and makes the proposal seem much more legitimate.
Element #2: Competitive Pricing and Payment Terms
While you know not to compete solely on price as a freelancer, let’s be real — pricing is still a huge consideration for most clients looking to hire quality talent.
They want to feel like they’re getting a fair deal in line with the market. Simple!
That’s why you need to include some kind of pricing benchmark in your proposals to reassure them. I like to take an approach like:
“For projects of this scope and complexity, my rate of $X sits comfortably within the 25th-50th percentile range based on comprehensive market research by sources like X, Y, and Z. This ensures you’re receiving high-quality work at a competitive price point.”
Then I might also add something like:
“For your convenience, my pricing can be made as a fixed-fee of $X or at an hourly rate of $X per hour (whichever you prefer). My standard payment terms are 50% upfront before starting and 50% upon final delivery.”
By providing workable options and benchmarking your rates upfront, you eliminate a huge potential objection around pricing right away.
Clients feel reassured they aren’t overpaying while also knowing what to budget and how your payment process works.
It’s a great way to get out ahead of one of the trickiest parts about freelancing: pricing yourself in a compelling way that doesn’t lead to endless haggling or getting undervalued.
Make it very clear they’re getting a fair deal.
Element #3: Compelling Portfolio Highlights and Testimonials
Of course, at the end of the day, clients want to be reassured they’re hiring someone who can legitimately get the job done right.
No amount of smart pricing or detailed project plans will cover that up, which is why it’s critical to include proof of your experience and skills.
You’ll want to strategically select portfolio pieces or case studies that are directly relevant to the type of work this new client wants from you. For example:
“Take a look at this similar website I designed for a client in a related industry. As you can see from the testimonial, they were extremely pleased with the final responsive design optimized for conversion and engagement.”
Or for a writing gig:
“One of my most successful content campaigns involved these 3 in-depth guides I created to generate over 35,000+ unique visits and 2,100+ email sign-ups for an ecommerce brand in just 3 months.”
Measurable results, visuals of your top-notch work, and glowing reviews from past clients go a LONG way toward giving that extra credibility boost.
Suddenly your proposal looks much more legit and trustworthy compared to one with no examples or social proof.
You can even take it a step further than just including testimonials by weaving them into the pitch more strategically, like:
“One past client raved about my ‘ability to really understand their brand voice and buyer psychology after just one conversation.’ That attention to detail has helped win projects with businesses like Company X, Company Y, and Company Z as you can see…”
When you mix data-driven proof points with first-hand reviews, you’ll show them your expertise and fit for their specific needs.
The clients will even feel like their investment will be well worth it.
Like I once mentioned in my newsletter, I can’t overstate how crucial these three elements are for crafting irresistible, response-worthy proposals.
Miss out on any one of them, and you’re leaving the door open to skepticism, confusion, and easy dismissal of your offer.
But when you nail the trifecta of:
1) Clearly defining the scope and deliverables
2) Communicating competitive, reasonable pricing
3) Showcasing compelling past work, results, and testimonials
…you’re giving prospects literally zero reasons to ignore your proposal.
Every major consideration, risk, and objection has been professionally addressed upfront. They can’t help but feel excited and assured.
This has been a gamechanger for consistently booking more quality clients for top dollar without having to resort to discounting or negotiating on scope.
Seeing the proposal hit rate skyrocket was a massive self-esteem and income booster, let me tell you!
If your freelance proposal process could use a revamp to drive more meetings from inquiries, close more deals from meetings, and land higher quote acceptance overall, I highly recommend focusing in on these 3 key proposal elements.
Make it DEAD SIMPLE for clients to understand the full scope and value, see proof you’ve got the skills, and feel assured on the pricing/terms.
So the next time you’re trying to create a proposal for a prospective new freelance client, keep this formula top of mind.
Set yourself up for a major W by covering project scope, pricing, and proof points in a clear, compelling way. Your closing ratio will skyrocket!
