Example Proposal Template

How We Structure
a Proposal

This is a walkthrough of how Apta Agency builds proposals for brand, website, and collateral projects. All content here is fictional and for demonstration purposes only.

Prepared for Client Name
Scope Adapt per project
Date Month Year
Prepared by Apta Agency
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Section: Overview. This is where we frame the client's situation and what the project will solve. We use the client's own words from the briefing to mirror their goals back. On the right, key numbers give the proposal a clear scope at a glance.
01 / Overview

A headline that frames
the project clearly.

This section opens the proposal by stating what the client already has and what the project will add. It's not about selling, it's about showing that we understand the brief.

We keep this short, direct, and written from the client's perspective. Two paragraphs, no filler. The goal is for the reader to feel understood before we talk about deliverables.

X Number of pages, screens, or core items in the project
X Total deliverables included in the package
1 One system, everything designed together
Section: Success Factors. These cards are pulled directly from the briefing. We use the client's own criteria to show alignment. This builds trust before we talk about money.
Factor from the Brief
Describe what this means for the project in one or two lines. Keep it in the client's language, not yours.
Another Priority
Each card is a goal the client stated. We mirror it here so they see we were listening.
Third Factor
These typically come in groups of 3 to 5. Each with an icon, a title, and a short description.
Fourth Factor
We close this section by covering everything the client cares about before moving to scope.
Section: Scope of Work. Each deliverable gets its own card with an icon, title, and short description. The client can scan the full scope in seconds. We adapt the number of cards to each project.
02 / Scope of Work

What we're building.

Short intro that summarizes the scope in one sentence. Adapt the cards below to each project.

Deliverable One
Example: Brand identity, logo suite, color palette, typography system, brand guidelines document.
Deliverable Two
Example: Custom website, pages listed, mobile-responsive, with basic SEO setup and contact form.
Deliverable Three
Example: Presentation template, social media templates, business card, email signature, etc.
Deliverable Four
Add or remove cards depending on the project. Each one is self-contained with icon, title, and description.
Deliverable Five
The grid adapts to any number of items. Three columns on desktop, single column on mobile.
Deliverable Six
Keep descriptions short. The client should understand what they get without reading a paragraph.
Section: Deliverables Breakdown. A simple table that itemizes every deliverable with its individual value. The total at the bottom (highlighted in black) sets up the contrast for the package price in the next section.
03 / Deliverables Breakdown

What you get, itemized.

Every piece listed with its individual value, so the package price feels grounded.

Deliverable Individual Value
Deliverable One USD X,XXX.XX
Deliverable Two USD X,XXX.XX
Deliverable Three USD X,XXX.XX
Deliverable Four USD X,XXX.XX
Deliverable Five USD X,XXX.XX
Total Individual Value X,XXX.XX
Section: Investment. The dark card creates a visual anchor for the price. Below it, we include payment terms and timeline so the client has everything they need to make a decision in one place.
04 / Investment

One package.
Everything included.

A short line reinforcing that all deliverables are included in one bundled price.

Complete Package
All Deliverables Included
Description of what the package covers
USD X,XXX
  • ✓Summary of deliverable one
  • ✓Summary of deliverable two
  • ✓Summary of deliverable three
  • ✓Summary of deliverable four
  • ✓Revisions and launch support
  • ✓File formats and assets included

Any important scope notes go here. For example, the number of pages included, what counts as an extra, and where to find add-on pricing.

Payment Terms
Example: the total can be split into installments, or adjusted to whatever schedule works for the client.
Timeline
Example: estimated weeks from kickoff to launch, noting that speed depends on revisions and approvals.
Section: Add-Ons. Items outside the main package. These are priced separately and can be added during or after the project. We also include a retainer block for ongoing services.
05 / Add-Ons

Extend as needed.

Items outside the main package, available at any point.

Category
Add-On Example
Description of what this add-on includes and when a client might need it.
USD X,XXX.XX
per unit or flat rate
Category
Another Add-On
You can highlight special conditions here, like discounted rates or limited-time pricing for the project.
USD X,XXX.XX
special rate for this project
Ongoing Support & Retainer
For recurring services like maintenance or content management, we propose a monthly retainer tailored to the client's needs. This block signals availability without forcing a decision.
Let's discuss
Section: Next Steps. A clear call to action with a named point of contact and direct email link. We keep this simple so the client knows exactly what to do.
06 / Next Steps

Let's get started.

A closing line that tells the client what happens next. Reply, schedule a call, or ask questions. Keep it short and actionable.

Your Point of Contact
A
Your Name email@youragency.com
Visit apta.agency
Apta Agency · Example Template
All content is fictional. No real client data is represented.