Web design proposal

Web design proposal template

A web design proposal to download as a Word file or copy section by section, with a page list, a 10-week milestone plan, a revision policy and a payment schedule. Complete e-commerce and WordPress versions are further down the page.

Get the editable proposal

Download the Word file and replace every [bracket] and example figure, or copy the sections below. The .docx opens in Microsoft Word, Google Docs, Apple Pages and LibreOffice.

Use the web design proposal for marketing sites. Use the e-commerce version for catalog migration, checkout, payment and shipping integrations, and the WordPress version for theme and plugin scope, migration, training and maintenance plans.

Web design proposal templateDownload .docx (39 KB)Read it on this page
E-commerce store build proposalDownload .docx (38 KB)Open on this page
WordPress development proposalDownload .docx (38 KB)Open on this page

Proposal sections to copy

Project overview

One short paragraph on what the client needs, then the headline scope, timeline and fee.

Section 1

[Client Name] needs a new website that [goal, e.g., "turns more visitors into booked consultations and can be updated by your own team"].

We propose designing and building a [X]-page responsive site on [platform], launched within [10] weeks of kickoff. The fixed project fee is $[amount], paid in three stages.

The scope, process, timeline, revision policy and payment terms are below.

Goals and success measures

Agree what the site has to achieve and how you will know, using the client's current numbers.

Section 2

Goals:
1. [e.g., Increase consultation requests from the site]
2. [e.g., Let the marketing team publish pages without a developer]
3. [e.g., Reflect the new brand]

How we will measure success (baselines from your analytics):
- Consultation requests per month: currently [X]
- Mobile conversion rate: currently [X]%
- Largest Contentful Paint on key pages: currently [X] seconds; target under 2.5 seconds (Google's "good" threshold)

Who the site is for: [main audience and what they need to find quickly].

Scope: pages and features

Name every page or template. "Up to 10 pages" invites arguments about what a page is.

Section 3

Example page list (adjust to your project):
1. Home
2. About
3. Services overview
4. Service detail template (used for [X] service pages)
5. Case studies index
6. Case study detail template
7. Blog index and article template
8. Contact, with a form connected to [CRM/email]
9. Privacy policy and 404 page

Features:
- Responsive design for mobile, tablet and desktop
- CMS setup on [platform] with editable page sections
- Form integration with [tool]
- On-page SEO basics: titles, meta descriptions, headings, image alt text, XML sitemap
- 301 redirects from old URLs to new ones
- Analytics and conversion tracking
- Accessibility checks against WCAG 2.2 AA for contrast, headings, forms and keyboard navigation

Not included: copywriting (unless added below), photography, hosting fees, third-party license fees and ongoing maintenance.

Process

Show the stages so the client knows when they will be asked to review and approve.

Section 4

1. Discovery: goals workshop, content inventory and sitemap
2. Wireframes: page structure for the key templates
3. Visual design: homepage and key templates in [Figma], then the remaining templates
4. Build: development on a staging site
5. Content entry and QA: cross-browser and device testing, form and tracking tests
6. Launch: go live, redirects and post-launch checks
7. Training and handover: recorded CMS walkthrough and documentation

Timeline and milestones

Give dates or weeks, a named approval at each stage, and the assumptions the timeline depends on.

Section 5

Example 10-week timeline:
- Week 1: Kickoff and discovery. Milestone: sitemap approved
- Weeks 2-3: Wireframes. Milestone: wireframes approved
- Weeks 4-5: Visual design of homepage and key templates. Milestone: design approved
- Weeks 6-8: Development on staging. Milestone: staging site ready for review
- Week 9: Content entry, QA and fixes. Milestone: launch sign-off
- Week 10: Launch, redirects and training. Milestone: site live

This timeline assumes feedback within 3 business days at each milestone and final content supplied by the end of week 5. If content or feedback is late, the launch date moves by the same amount.

Technology, hosting and ownership

Recommend a platform for a reason the client cares about, and make ownership explicit.

Section 6

Recommended platform: [e.g., WordPress, Webflow or Shopify], because [reason tied to the client, e.g., "your team already uses it" or "you need to sell online"].

- Hosting: [provider], about $[amount]/month, paid by [Client Name]
- Domain and DNS: stay in [Client Name]'s account
- Plugins or apps: [list], license costs about $[amount]/year
- Ownership: all accounts are in [Client Name]'s name, with our team added as users. Design files and code transfer to you on final payment.

Revision policy

Define a revision and a change request here, not only in the contract.

Section 7

Included: two rounds of revisions on wireframes and two on visual design, per template. A round is one consolidated set of feedback from your team.

A revision: changes to layout, color, type, imagery and copy placement within the agreed pages.
A change request: new pages or templates, new features, a new design direction after approval, or changes to stages already approved.

We quote change requests before starting the work. Additional revision rounds are billed at $[rate]/hour.

Investment and payment

One fixed fee, a payment schedule tied to milestones, and priced add-ons. Replace the example items with your own.

Section 8

Fixed project fee: $[amount]

Payment schedule:
- 50% ($[amount]) on signing
- 25% ($[amount]) on design approval
- 25% ($[amount]) on launch

Optional add-ons (example items; set your own prices):
- Copywriting: $[amount] per page
- Additional page template: $[amount]
- Photography: quoted separately
- Care plan (updates, backups, monitoring and [X] hours of small changes a month): $[amount]/month

This quote is valid until [date].

Why us

Give specific, checkable reasons.

Section 9

- We have built [X] sites on [platform] for [type of client], including [one relevant example, with link]
- One project lead from kickoff to launch: [Name]
- You can follow progress, review designs and approve milestones in [your client portal]
- [X] days of bug fixes after launch are included at no extra cost

Next steps

Four steps from yes to kickoff.

Section 10

1. Review the proposal and send us any questions
2. Sign the agreement and pay the 50% deposit
3. We schedule kickoff within [5] business days
4. Before kickoff, send access to your current site, analytics and brand files

How to use: Copy each section above into your proposal document. Replace the bracketed placeholders, such as [Client Name] and [amount], with your details, and replace any example figures with your own scope and rates before you send it.

Choose the version for your work

Use only the sections that match your engagement. Each version below contains its own complete working text or checklist.

E-commerce store build proposal

Use this version for online stores. It covers platform choice, store architecture, catalog and data migration, checkout, payment and shipping integrations, launch responsibilities and post-launch support.

Edit E-commerce store build proposal

Executive Summary
Thank you for the opportunity to propose our e-commerce development services for [Client Name]. We understand you need an online store that [specific goals, e.g., takes retail and wholesale orders and replaces a marketplace-only setup]. Our analysis of your product catalog, target audience, and business model indicates that [Platform] is the optimal platform for your needs. We will deliver a conversion-focused store with [key features], reliable payment processing, and integration with your existing systems. This proposal outlines our platform recommendation, development approach, deliverables, timeline, and investment.

Platform Recommendation & Architecture
After evaluating your requirements ([product count] SKUs, [B2B/B2C] model, [integration needs], and [budget]), we recommend [Shopify/WooCommerce/custom] for the following reasons: [Platform] offers [key benefits 1], [key benefits 2], and [key benefits 3] that align with your needs. The store architecture will include: Homepage with featured collections and trust signals; Category and collection pages with filtering and sorting; Product pages with variant selection, imagery, and reviews; Optimized checkout flow (single-page or stepped based on testing); Account area for order history and preferences; Search and navigation optimized for discoverability; Mobile-first responsive design. We will implement [specific features] including [feature 1], [feature 2], and [feature 3] to differentiate your store and improve conversion rates.

Product Catalog & Data Migration
Your product catalog will be structured with [X] main categories and [X] subcategories, supporting [variant types: size, color, etc.]. We will migrate [product count] SKUs from [current system/spreadsheet], including product names, descriptions, images, pricing, variants, and metadata. Our process includes: Data cleansing and standardization for consistency; Image optimization and CDN delivery for fast load times; SEO-friendly URLs and meta data for each product; Bulk import with validation to prevent errors; Inventory sync setup if integrating with [ERP/inventory system]. For ongoing catalog management, we will provide training and documentation. We can also set up bulk editing workflows and CSV import/export for efficient updates.

Payment, Checkout & Integrations
Payment processing will be handled through [Stripe/Square/PayPal] integrated with [Platform], providing secure checkout and support for [credit cards, PayPal, Apple Pay, etc.]. We will optimize the checkout flow to reduce friction: fewer form fields, guest checkout, trust badges, and one-click upsells where appropriate. Key integrations include: [Email marketing platform] for abandoned cart and post-purchase flows; [CRM/ERP] for order and customer sync; [Fulfillment/shipping] for rate calculation and label generation; [Analytics] for conversion tracking and attribution. We will ensure PCI compliance through platform best practices and will configure [multi-currency/tax rules] as needed for your markets.

Timeline, Investment & Launch Support
The complete e-commerce project timeline is [X] weeks from kickoff to launch. Key milestones: Weeks 1-2: discovery, platform setup, design direction. Weeks 3-5: design approval, development begins. Weeks 6-8: build, migration, integrations. Weeks 9-10: testing, optimization, content finalization. Week 11: soft launch and final QA. Week 12: public launch. Total investment: $[amount] (design and build) plus [platform fees if applicable]. Payment: 50% to start, 25% at development milestone, 25% at launch. Launch responsibilities: we handle [payment test transactions, redirect map from old URLs, DNS cutover, analytics checks]; you handle [final sign-off on product data and prices, shipping rates, tax settings, legal pages and customer service setup]. Post-launch we include [X] days of support for defects in what we built. Ongoing updates and optimization are available as a separate monthly retainer.

Edits stay in this page until you leave. Download a copy before closing.

WordPress development proposal

Use this version for WordPress builds. It covers theme and plugin scope, custom functionality, migration with redirects, testing, training and three maintenance plan options.

Edit WordPress development proposal

Executive Summary
Thank you for considering [Agency Name] for your WordPress development project. Based on our discovery conversations, we understand that [Client Name] needs a [new build/redesign/migration] that delivers [specific goals]. Our proposed solution uses WordPress's flexibility to create a site that is fast, secure, and easy to manage. We will deliver a fully responsive website with [key features], built on a solid foundation that supports your growth. This proposal outlines our approach, technical recommendations, deliverables, timeline, and investment required. The site will meet your immediate needs and be straightforward to extend later.

Project Scope & Technical Approach
Our technical approach is built on WordPress best practices and your specific requirements. We will develop a [custom theme/child theme of X/premium theme customization] that ensures unique design while maintaining WordPress standards. The site architecture will include [number] pages, [custom post types if any], and integration with [platforms/tools]. Our plugin strategy prioritizes lightweight, well-maintained plugins. We will use [key plugins] for [functionality] and build custom functionality where off-the-shelf options don't fit. All development will follow WordPress coding standards, prioritize Core Web Vitals for performance, and implement security hardening including regular updates and proper user role configuration. For migrations, we use a staged approach with testing environments to protect your data and keep downtime short.

Deliverables & Timeline
Phase 1 (Weeks 1-2): Discovery and planning, covering content inventory, site architecture, design direction, and technical specification. Deliverable: Project brief and sitemap approval. Phase 2 (Weeks 3-5): Design and development setup, covering wireframes, visual design approval, development environment setup, and theme foundation. Deliverable: Design mockups and dev environment. Phase 3 (Weeks 6-8): Core development, covering page builds, custom functionality, content migration (if applicable), and plugin configuration. Deliverable: Staging site for review. Phase 4 (Weeks 9-10): Testing and launch, covering QA across devices and browsers, performance optimization, security scan, and production launch. Deliverable: Live website with documentation and training. Post-launch: We recommend a 30-day support period and offer ongoing maintenance plans from $[amount]/month for updates, backups, and monitoring.

Migration Plan (If Applicable)
For your migration from [current platform], we have developed a comprehensive plan to ensure a smooth transition. Our process includes: Full content audit and inventory of pages, posts, and media; Content export and transformation to WordPress format with SEO preservation; Database migration with relationship integrity; Media library migration with optimization and CDN setup; URL structure mapping and 301 redirect implementation to preserve search rankings; Staged testing in staging environment with client approval before go-live; DNS cutover during low-traffic window with rollback plan; Post-migration verification of functionality and search indexing. We anticipate [X] hours of downtime during the final cutover, scheduled for [recommended time]. All work is backed by comprehensive backups at each stage.

Investment & Maintenance Options
The total investment for this WordPress project is $[amount], structured as follows: 40% ($[amount]) upon contract signing to begin discovery and design; 30% ($[amount]) upon design approval to begin development; 30% ($[amount]) upon launch and final delivery. This includes all deliverables outlined in the scope, [X] rounds of revisions, and 30 days of post-launch support. We offer three maintenance tiers. Essential ($[amount]/month): core updates, security monitoring, monthly backups. Growth ($[amount]/month): adds performance monitoring, uptime alerts, and [X] hours of support. Premium ($[amount]/month): adds priority support, content updates, and quarterly optimization. Payment terms are net 15. Maintenance plans have a [X]-month minimum term.

Edits stay in this page until you leave. Download a copy before closing.

What this proposal template covers

Page-by-page scope

An example page and template list, a feature list and an explicit "not included" line, so nobody argues later about what counts as a page.

10-week milestone plan

Each stage ends with a named approval, and the plan states what happens to the launch date if content or feedback is late.

Revisions versus change requests

Defines a revision round, what counts as a change request, and how extra work is quoted.

Payment schedule

A 50/25/25 structure tied to signing, design approval and launch, plus optional add-ons such as copywriting and a care plan.

Ownership and hosting

Keeps the domain, hosting and licenses in the client's name and lists the running costs they will pay.

Launch and handover

Includes redirects, tracking checks, a recorded CMS walkthrough and a bug-fix window after launch.

Tips for writing this proposal

List every page or template by name. "Up to 10 pages" invites arguments about what counts as a page.
Make the client's content deadline a milestone. Late content is a common reason web projects slip.
Define a revision and a change request in the proposal, not only in the contract.
Keep domains, hosting and paid licenses in the client's name and list the running costs.
Offer a care plan as an option, so post-launch support has a price from day one.

Frequently asked questions

How detailed should a web design proposal be?

Detailed enough that someone outside the sales call could tell exactly what will be built: the page list, features, exclusions, milestones, revisions and payment schedule. That usually fits in 5 to 10 pages. Put portfolio samples and technical detail in an appendix.

Should I include pricing in the first proposal?

Yes. A proposal without a price cannot be approved. If the scope is still uncertain, propose a paid discovery phase first and quote the build once the sitemap and features are agreed.

How many revisions should a web design proposal include?

Two rounds per stage (wireframes and visual design) is a common starting point. What matters more is defining a round as one consolidated set of feedback and separating revisions from change requests, which you quote separately.

What should the deliverables section include?

The page and template list, features and integrations, design files and their format, the CMS setup, redirects, tracking, training and documentation, plus what is not included. Name file formats and how files are handed over.

Who should own the domain and hosting?

The client. Set up the domain, hosting and paid plugins in the client's name and add your team as users. It avoids disputes and lockouts if the relationship ends.

Can I send this proposal from AgencyPro?

Yes, on the Pro plan. AgencyPro Documents lets you build the proposal from a template, see when the client views it, collect acceptance and e-signatures, and convert it into a contract or a deposit invoice.

How web development agencies run client builds in AgencyPro

Projects, client requests, files and invoices in one branded portal, with retainers for support.

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Web design proposal template

Get the editable proposal

Proposal sections to copy

Project overview

Goals and success measures

Scope: pages and features

Process

Timeline and milestones

Technology, hosting and ownership

Revision policy

Investment and payment

Why us

Next steps

Choose the version for your work

What this proposal template covers

Page-by-page scope

10-week milestone plan

Revisions versus change requests

Payment schedule

Ownership and hosting

Launch and handover

Tips for writing this proposal

Frequently asked questions

How detailed should a web design proposal be?

Should I include pricing in the first proposal?

How many revisions should a web design proposal include?

What should the deliverables section include?

Who should own the domain and hosting?

Can I send this proposal from AgencyPro?

How web development agencies run client builds in AgencyPro

Related proposal templates

Graphic design proposal template

Marketing agency proposal template

SEO services proposal template

App/Software Development Proposal Template

From signed proposal to deposit invoice

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