Your proposal is a sales pitch. Bad proposals get 0 responses. Good proposals close deals. The difference? One hour of effort.
This guide teaches you the exact formula I use to write proposals that close. I’ll show you the 5-part structure that wins deals, plus actual examples you can copy-paste and customize.
By the end, you’ll understand why some freelancers get hired immediately, and others don’t.
What is a freelance proposal?
A freelance proposal is a short sales pitch explaining how you’ll solve a client’s problem, what you’ll deliver, how much it costs, and why you’re the best fit.
Let’s dive in.
The 5-Part Winning Proposal Formula
Part 1: Custom Opening (1-2 Sentences)
Your opening determines if they read the rest. Make it count.
Bad opening:
“Hi, I’m interested in your project. I can help you with this. I’m a professional freelancer with experience.”
(You just described 50,000 other freelancers. Why hire you?)
Good opening:
“I saw you need WordPress SEO optimization to increase organic traffic. I specialize in exactly this—I’ve increased organic traffic by 150-400% for 12+ WordPress sites. I’m confident I can achieve similar results for you.”
This opening does 3 things:
- Shows you actually read the job
- Demonstrates relevant experience
- Sets expectations (concrete results)
Part 2: Prove You Understand Their Problem (1 Paragraph)
Reference specific details from their job posting:
Bad version:
“I can help with your WordPress project.”
(Generic. They’ll skip you.)
Good version:
“You mentioned you need organic traffic to increase by 40% in 6 months, targeting [SPECIFIC KEYWORDS]. You’re currently getting [TRAFFIC LEVEL] monthly. The issue is likely [SPECIFIC TECHNICAL PROBLEM they probably haven’t identified]. I’ve fixed this exact problem for [SIMILAR COMPANY], resulting in 150% traffic increase in 4 months.”
This paragraph shows:
- You read their requirements specifically
- You understand their real problem (not just surface level)
- You’ve solved this before
Part 3: What You’ll Deliver (Bullet Points)
Be extremely specific:
Bad:
✓ SEO optimization
✓ Website improvements
✓ Better rankings
(Vague. What exactly are you doing?)
Good:
✓ Technical SEO audit (Core Web Vitals, crawl errors, XML sitemap)
✓ On-page optimization (title tags, meta descriptions, H1/H2 structure for 20 target keywords)
✓ Competitor backlink analysis + 10 quality link opportunities
✓ Internal linking optimization (100+ internal links restructured for topical authority)
✓ Detailed report with monthly tracking dashboard
✓ 2 rounds of revisions included
✓ 30-day implementation support
✓ Delivered: August 20th
(Specific. Clear value. They know exactly what they’re paying for.)
Part 4: Your Rate & Timeline (1-2 Sentences)
“I’ll complete this WordPress SEO project for $1,500. Timeline: 20 days from project start. I’m available to start August 1st.”
For new freelancers offering introductory rates:
“For this project, I’m offering $800 (50% off my usual $1,600 rate) to build my initial client base on this platform. Given my track record with [X similar clients], I’m confident this is your best value.”
This shows:
- Clear pricing (no surprises)
- Realistic timeline
- Availability status
Part 5: Call to Action (1 Sentence)
“Ready to get started? Reply with any questions, and I’ll have a timeline ready within 24 hours.”
The Complete Proposal Template
Copy and customize this for every proposal:
“Hi [CLIENT NAME],
I saw your project needs [SPECIFIC REQUIREMENT]. I specialize in exactly this—I’ve completed [X] similar projects for [SIMILAR COMPANY TYPES], resulting in [SPECIFIC RESULT].
You mentioned [SPECIFIC DETAIL FROM THEIR POST]. The key to success here is [YOUR SPECIFIC INSIGHT]. I’ve used this exact approach for [SIMILAR CLIENT], achieving [CONCRETE RESULT].
Here’s what I’ll deliver:
✓ [Deliverable 1]
✓ [Deliverable 2]
✓ [Deliverable 3]
✓ [Timeline/support detail]
I’ll complete this for $[RATE] in [TIMELINE]. I’m available starting [DATE].
Ready? Let’s discuss your specific needs.
[Your Name]”
Common Proposal Mistakes (And How To Avoid Them)
1: Copy-Paste Generic Proposals
What happens: Client immediately knows you didn’t read their job.
Solution: Always customize. Reference at least 2 specific details from their posting.
Time investment: 3 minutes per proposal.
2: Over-Explaining (Writing a Damn Novel)
What happens: They don’t read it. They hire someone who’s brief.
Solution: Keep it 4 paragraphs max. Aim for 150-200 words.
Time investment: Keep your prose tight.
3: Not Showing Proof
What happens: They don’t believe you can do it.
Solution: Include 1-2 relevant portfolio samples. Mention similar past work.
Time investment: Link to your best 3 portfolio samples in your profile.
4: Vague Deliverables
What happens: They hire someone else who’s specific.
Solution: List exactly what they’re getting, not generic categories.
5: No Clear Call to Action
What happens: They don’t know what to do next.
Solution: End with “Ready? Message me…” or “Let’s chat about…”
Time investment: One sentence.
FAQ related to “how to write freelance proposals”
Q: How many proposals should I send daily?
A: Quality over quantity. Send 3-5 highly customized proposals per day. Better than 20 generic ones.
Q: Should I include my rate in the proposal?
A: Yes, always. Clients appreciate transparency. If they can’t afford you, they’ll say so upfront.
Q: How long should my proposal be?
A: 150-250 words. One page maximum. They’re busy.
Conclusion
The best proposal is customized, specific, and brief. Even the best proposal won’t convert if you’re on the wrong platform. Some platforms reward bidding, while others reward productized services. This is why choosing the right platform is crucial early on.
Customize it. Send it. Get hired.
→ New to freelancing? Please read our complete beginner guide: How to Start Freelancing in 2026
