How to Write a Copywriting Proposal That Wins (With Template)

You had a great discovery call. The client seems interested. Now they want a proposal. And this is where most freelance copywriters lose the deal — not because of price, but because of a weak proposal that fails to demonstrate value.

A good copywriting proposal isn't a price quote. It's a selling document. It should make the client feel confident that you understand their problem, have a clear plan to solve it, and are worth every dollar.

Here's how to write one that wins, plus a template you can customize.

The 7 Sections of a Winning Proposal

1. Project Summary (The Mirror)

Start by reflecting the client's own words back to them. This proves you listened during the discovery call and understand their situation.

Do this: Summarize their problem, their goal, and the project scope in 2-3 sentences. Use the exact language they used. If they said "our landing page isn't converting," write "your landing page isn't converting" — not "your conversion rate needs optimization."

Why it works: When clients read their own problem stated clearly, they think "this person gets it." That trust is the foundation of the entire proposal.

2. Proposed Approach

Explain how you'll solve the problem. Not your generic process — the specific approach for this project. This is where you demonstrate expertise.

For example, if the project is a landing page rewrite:

• Audit the current page (what's working, what's not)
• Research the target audience (where they are in the buying journey)
• Analyze 3 competitor landing pages
• Write headline variations (A/B testing recommended)
• Craft the full page copy with clear CTA hierarchy
• Deliver with implementation notes for the dev team

Be specific. "I'll research the audience" is weak. "I'll review your last 20 customer reviews to identify the language your buyers use" is strong.

3. Deliverables

List exactly what the client will receive. No ambiguity. This prevents scope creep later.

• What files/documents they'll get
• How many variations or options are included
• What format everything will be delivered in
• How many revision rounds are included

Example: "You'll receive: (1) Full landing page copy in Google Docs, (2) 3 headline variations, (3) Meta description and page title, (4) Implementation notes document. Includes 2 rounds of revisions."

4. Timeline

Give specific dates, not "2-3 weeks." Clients want to know when they'll get the work.

• Project kickoff: [Date]
• Research & outline: [Date range]
• First draft delivery: [Date]
• Revision window: [Date range]
• Final delivery: [Date]

Build in buffer. If you think you can deliver the draft in 5 business days, say 7. Under-promise, over-deliver.

5. Investment (Not "Pricing")

Frame the cost as an investment, not a price. This isn't about semantics — it changes how the client reads the number.

Present the price after the approach and deliverables, not before. By the time they reach the number, they understand what they're getting and why it costs what it does.

Example tier structure for a landing page project:

• Essential ($1,500): Landing page copy + 2 headline variations + 2 revisions
• Standard ($2,500): Everything in Essential + competitor analysis + A/B test copy + CTA optimization + implementation notes
• Premium ($4,000): Everything in Standard + email follow-up sequence (3 emails) + thank-you page copy

Include payment terms: 50% deposit to begin, 50% on delivery. Net 14 or Net 30. Late payment terms if you have them.

(Not sure what to charge? See our freelance copywriter rates guide for 2026 or grab our free rate card template.)

6. About You (Brief)

2-3 sentences about why you're qualified for this specific project. Not your life story. Not "I'm a passionate wordsmith." Instead:

• Relevant experience (industry, project type, results)
• A specific result if you have one ("Rewrote landing page for [company], increased conversion by 34%")
• A testimonial quote if applicable

Keep it short. The rest of your proposal already demonstrates competence — this section just reinforces it.

7. Next Steps

End with a clear call to action. Don't leave the client wondering what to do next.

"To move forward, reply to this email with your preferred tier and I'll send over the contract and deposit invoice. Happy to jump on a quick call if you have any questions."

One sentence. Clear action. Easy to say yes.

The Full Proposal Template

Common Proposal Mistakes

Sending a price without a proposal. If a client asks "what do you charge for a landing page?" and you reply "$2,000," you've lost all framing. The number exists in a vacuum. A proposal puts the price in context — after the approach, deliverables, and timeline that justify it.

Making it about you. "I'm passionate about crafting compelling narratives that drive results" means nothing. Make it about the client's problem and your specific plan to solve it.

No tiered pricing. A single price is a take-it-or-leave-it offer. Tiered pricing gives the client control and almost always results in a higher average deal value.

Vague deliverables. "Copy for your website" is vague. "Homepage copy (approx. 800 words), About page copy (approx. 600 words), Services page copy (approx. 1,000 words), and Contact page copy — all delivered in Google Docs with implementation notes" is specific. Specific prevents arguments later.

No expiration date. A proposal without a deadline sits in someone's inbox forever. "This proposal is valid for 14 days" creates urgency without being pushy.

The Follow-Up Sequence

Sending the proposal is not the end. Most deals are won in the follow-up.

• Day 1: Send proposal with a brief note. "Here's the proposal we discussed. Happy to answer any questions."
• Day 3: Check in. "Just wanted to make sure this landed in your inbox. Any questions about the proposal?"
• Day 7: Add value. "I noticed [something relevant to their business]. This might be relevant to the project we discussed."
• Day 14: Final follow-up. "The proposal expires today. If the timing isn't right, no worries — I'd be happy to revisit when it makes sense."

Track your win/loss rate. If you're sending 10 proposals and closing 2, that's a 20% close rate. Industry average for freelance copywriters is 25-40%. Below that? Your proposals need work. Above 50%? You might be pricing too low.

Related reads: Freelance copywriting rate card template · Freelance copywriter rates in 2026 · 5 copywriting brief templates