What should a pricing table in a proposal include?

The options or line items, what each includes, the price, taxes if relevant, the total, payment terms and an expiry date.

Should I use a good-better-best pricing table?

For most service businesses, yes. Three tiers with a recommended middle option help clients choose between your options instead of comparing you with competitors.

Where should the pricing table go in a proposal?

After the solution and scope, so the client understands what they are paying for before they see the number.

Can I let clients choose add-ons in a proposal?

Yes. An optional add-ons table lets clients build their own package and often raises the average order value.

Proposal Pricing Table: 5 Layouts With Examples

A proposal pricing table shows what the client gets and what it costs in a layout they can understand at a glance. The five most effective layouts are: a single total with included items, good-better-best packages, a base price with optional add-ons, a phased or milestone table, and a monthly retainer table. Pick the one that matches how the client will decide.

How you lay out a price changes how it feels. The same number can look expensive in a long list of line items and reasonable next to a clear list of outcomes.

Layout 1: Single total with inclusions

Best for small, well-defined jobs where options would only confuse.

What's included
Move-out deep clean, 3-bedroom apartment	Included
Inside oven, fridge and cabinets	Included
Window interiors	Included
Total	$480

Layout 2: Good, better, best

The most useful layout for most service businesses. Three columns, the middle one labelled as recommended, each step adding visible value.

	Starter	Growth (recommended)	Premium
Website pages	5	8	12
Copywriting	No	Yes	Yes
SEO setup	Basic	Full	Full + 3 months support
Price	$3,200	$5,400	$8,900

Keep the gaps meaningful. If the top tier only adds a small extra, clients see it as padding.

Layout 3: Base price plus optional add-ons

Good when the core job is fixed but clients often want extras.

Item	Price
Wedding photography, 8 hours	$3,200
Add: second shooter	$600
Add: engagement session	$450
Add: printed album	$750

This lets the client build their own package and usually lifts the final total without pressure.

Layout 4: Phases or milestones

Best for larger projects, construction and software, where payment follows progress.

Phase	Deliverable	Payment
1. Plan	Approved designs and schedule	30%
2. Build	Work complete, ready for review	50%
3. Close	Final sign-off and handover	20%

Layout 5: Monthly retainer

For ongoing services such as marketing, IT support or bookkeeping. Show what the monthly fee covers, the minimum term, and the rate for anything extra.

Plan	Includes	Monthly
Support	Helpdesk, patching, monitoring for 10 users	$750
Managed	Support + backups + security training	$1,150
Extra work	Quoted in advance at $95/hour

Pricing table tips

Show what is included, not how long it takes. Clients buy outcomes, not your hours.
Label the recommended option. People look for guidance.
Put taxes and payment terms directly under the table so there are no surprises later.
Add an expiry date: "Prices valid until [date]."
Make it readable on a phone. Keep to three or four columns.
Match it to your scope. Every line in the table should map to a deliverable in your scope of work.

For how to set the numbers themselves, read how to price your services in a proposal.

Proposal Pricing Table: 5 Layouts That Make Clients Say Yes