Agency proposal template
A proposal isn't a price list — it's the document that proves you understand the client's problem and can solve it. This template keeps proposals persuasive and tight, so you win more without writing each one from scratch. Copy it below, or deliver proposals (and everything after) inside a branded client portal.
0/3 filled - the rest of the [prompts] you finish in your copy.
The complete, persuasive proposal - best for considered or higher-ticket deals.
PROPOSAL FOR [Client name] Prepared by [Agency name] · [date] · Valid for [30] days 1. THE PROBLEM [Their situation, in their words - prove you understand it. 2-3 sentences. e.g. "Your packaging wins shelf space, but the brand looks dated next to newer roasters and the team has no consistent kit to work from."] 2. DESIRED OUTCOME [What success looks like for them, tied to a metric where possible. e.g. "A refreshed identity that lifts perceived quality, ready for the Q3 rollout."] 3. OUR APPROACH [How you'll get them there - your method in plain language, and why you. 2-4 sentences. Lead with the outcome, not process jargon.] 4. SCOPE & DELIVERABLES What's included: - [Deliverable - one line each] - [Deliverable] Not included (available later via change order): [list] 5. TIMELINE [Phases with rough dates or durations. e.g. "Discovery (wk 1) -> Concepts (wk 2-3) -> Refine (wk 4-5) -> Handover (wk 6)"] 6. INVESTMENT Offer three tiers and make the middle one the obvious pick: Option A - [lean package]: [price] Option B - [recommended package]: [price] <- recommended Option C - [premium package]: [price] [On each line say what they get. The middle should feel like the safe, complete choice.] 7. WHY US / PROOF [1-2 relevant results, a short case study, a client quote, or logos. Specific numbers beat adjectives - e.g. "lifted retail sell-through 18%".] 8. TERMS AT A GLANCE - Payment: [e.g. 50% deposit to book, 50% on delivery; Net 15] - Revisions: [e.g. 2 rounds per deliverable; more via change order] - We need from you: [assets, access, one approver, feedback within 3 business days] - This proposal is valid for [30] days. 9. NEXT STEPS [One clear action and a date: "Approve Option B and we start Monday [date]."] Approved: __________________ Name: [name] Date: ________
pick a version, copy it, or download as .docx or .pdf — then make it yours.
How to fill it in
Open with their problem
The first thing they read should be their situation in their words - not your company history. Win the 'they get us' moment early.
Tie the outcome to a metric
'A site that converts' is weak; 'a site that lifts demo bookings' is a reason to say yes.
Price with three options
Anchor with three tiers and make the middle one the obvious pick - it lifts average deal size and gives an easy yes.
Prove it
One or two relevant results beat a page of adjectives. Show a logo, a number, a quote.
End with one action
Close with a single, specific next step and a date - 'approve Option B and we start the 21st'.
A filled-in proposal
A realistic, filled-in version - so you can see what good looks like before you start.
PROPOSAL FOR Acme Roasters Prepared by Northwind Studio · 10 Mar 2026 · Valid for 30 days 1. THE PROBLEM Acme wins shelf space, but the brand looks dated next to newer roasters and the in-house team has no consistent kit to work from. 2. DESIRED OUTCOME A refreshed identity that lifts perceived quality - and a guide the team can apply without us - ready for the Q3 packaging rollout. 3. OUR APPROACH A focused 6-week refresh: discovery, two logo directions, then a tight brand guide. We've done this for 9 CPG brands, so the process is proven and fast. 4. SCOPE & DELIVERABLES What's included: - Logo system (primary, secondary, favicon) - Color palette + type scale - One-page brand guide (PDF) Not included (via change order): packaging, website, social templates 5. TIMELINE Discovery (wk 1) -> Concepts (wk 2-3) -> Refine (wk 4-5) -> Brand guide (wk 6) 6. INVESTMENT Option A - Logo only: $7,000 Option B - Logo + brand guide: $12,000 <- recommended Option C - B + packaging system: $21,000 7. WHY US / PROOF "Northwind lifted our retail sell-through 18%." - Dana P., Acme. 9 CPG rebrands shipped. 8. TERMS AT A GLANCE - Payment: 50% deposit to book, 50% on delivery; Net 15 - Revisions: 2 rounds per deliverable - We need from you: brand assets, one approver, feedback within 3 business days - Valid for 30 days 9. NEXT STEPS Approve Option B and we start Monday 21 Mar. Approved: __________________ Name: ____________ Date: ________
Common mistakes
- Opening with your company story instead of their problem - you lose them in paragraph one.
- A single price with no options, so the only decision is yes or no (usually no).
- Pricing by hours and deliverables instead of the outcome the client is buying.
- No proof - all claims, no results, logos, or quotes.
- Ending with 'let me know your thoughts' instead of one clear action and a date.
Deliver the proposal — and everything after — in one branded place
A proposal PDF is where the client relationship starts and the email chaos begins. With Forge, the proposal flows straight into a branded portal where the client approves, sees deliverables, and pays — one experience that looks like you built it.
Frequently asked questions
What should an agency proposal include?
The problem, desired outcome, your approach, scope/deliverables, timeline, pricing options, proof, and a clear next step.
How long should a proposal be?
As short as possible while making the case — usually 1–3 pages. Lead with the client's problem, not your company.
How do you price options in a proposal?
Offer 2–3 tiers and make the middle option the recommended one; it anchors value and lifts average deal size.