Guide · Proposals
Web Design Proposal: How to Scope, Price and Win the Project
How to write a web design proposal: goals, sitemap, features, content responsibilities, revisions, timeline, packages and maintenance, with a worked example.
A web design proposal should tie the new website to a business goal, then define exactly what will be built: a sitemap, features, integrations, content responsibilities, revision rounds and a timeline. Price it as a fixed project in two or three packages, and offer maintenance as a monthly option. Most web projects go over time and budget because of unclear content and revisions, so settle both in the proposal.
Start with the goal, not the design
Clients rarely need "a new website". They need more enquiries, online bookings, fewer support calls, or a site they can update themselves. Ask on the discovery call:
- What should a visitor do on the site? Call, book, buy, request a quote?
- How many enquiries or sales come from the current site?
- What do customers complain about?
- Who will update the site after launch?
- What deadline is driving the project?
Proposal structure
- Summary: the goal, the problems with the current site, your solution and price.
- Goals and success measures.
- Sitemap and pages.
- Features and integrations.
- Content: who writes copy and supplies images.
- Design process and revisions.
- Timeline.
- Packages and price.
- Hosting, maintenance and support.
- Portfolio, terms and next steps.
Sitemap and features
A page list prevents the most common dispute in web projects: "I thought that was included."
| Page | Purpose |
|---|---|
| Home | Explain the offer, drive quote requests |
| Services (overview) | Link to each service |
| Service detail x 4 | One page per main service |
| About | Team and trust signals |
| Reviews | Customer testimonials |
| Contact and quote form | Quote request with photo upload |
Then features: booking integration, payment, blog, email signup, analytics, SEO setup, accessibility checks. Name the third-party tools and who pays for them.
Content responsibilities
State who provides what, by when:
Example
The client will provide final copy for all pages and at least 15 photos by week 3. If content is late, the launch date moves by the same number of days. Copywriting is available as an add-on at $[price] per page.
Revisions and approvals
Define the stages and the number of revision rounds at each one: wireframes, design, build. For example, two rounds of design revisions and one round of build revisions, with extra rounds charged at an hourly rate.
Timeline
| Stage | Weeks |
|---|---|
| Discovery and sitemap | 1 |
| Design (home page, then inner pages) | 2 to 4 |
| Build and content entry | 5 to 7 |
| Testing and launch | 8 |
Packages
| Starter | Business (recommended) | Growth | |
|---|---|---|---|
| Pages | Up to 5 | Up to 10 | Up to 20 |
| Custom design | Template-based | Custom | Custom |
| Quote or booking form | Basic | Advanced | Advanced + CRM |
| SEO setup | Basic | Full | Full + content plan |
| Training | No | 1 session | 2 sessions |
| Price | $[price] | $[price] | $[price] |
Offer maintenance separately: hosting, updates, backups and small edits for a monthly fee. It gives you recurring revenue and protects the site you built.
Example summary
Example
Greenleaf Landscaping gets most of its work from referrals, but its website loses mobile visitors before they ask for a quote, and the contact form often goes to spam.
We will build a fast, mobile-first site with a two-step quote form that lets customers upload photos of their garden, sends every request to your inbox and CRM, and confirms by text. The new site will launch in eight weeks. The Business package is $[price], with optional care plans from $[price] a month.
Mistakes to avoid
- No page list, so scope grows quietly.
- Unlimited revisions.
- Leaving content ownership vague.
- Forgetting domain, hosting and plugin costs.
- No launch criteria, so the project never officially ends.
Read how to write a scope of work for exclusion wording, and the full method in how to write a business proposal.
Frequently asked questions
What should a web design proposal include?
Goals, a sitemap and page list, features and integrations, who provides content, design and revision rounds, timeline, pricing, hosting and maintenance, and terms.
How do web designers price projects?
Most use fixed project prices based on page count and features, often in tiers, with ongoing maintenance or hosting as a monthly add-on.
How many revisions should a web design proposal include?
Two or three rounds per stage is common. State the number clearly and the rate for extra rounds.
Who should provide website content?
Decide it in the proposal. If the client provides copy and images, set a deadline. If you write content, price it as a separate line.
Keep reading
- How to Write a Business Proposal That Wins Clients (Structure, Examples and Template)
- Marketing Agency Proposal: Structure, Pricing and Examples
- How to Write a Cleaning Services Proposal (and Price Your Bid)
- How to Write a Consulting Proposal That Gets Signed
- IT Services Proposal: How to Write One for Managed Services and Projects
- Construction Proposal: What to Include in a Bid That Wins the Job
- Event Planning Proposal: How to Write One (With Budget Table)
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