A web designer sketching a wireframe next to a printed website proposal

Web design proposal template for agencies and freelancers

A web design proposal shows a client what site you will build, which pages and features it includes, how the design and build process works, when it launches and what it costs. Use it after the discovery call for a new website, a redesign, a landing page set or an online store, once you know the goals, the rough page count and the budget. The template below keeps scope tight, which is where most web projects lose money, and works for agencies, studios and freelance designers.

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Web design proposal template to copy

Copy the document from the cover page to the signature block. Replace each field in square brackets, and delete features the client does not need instead of leaving them vague.

Cover page

Web design proposal for [Client name]. [Project name, for example website redesign]. Prepared for [Client contact name, title] by [Your studio name]. Date [Proposal date], valid until [Expiry date].

Project overview

[Client name] needs [New website or redesign] to [Main business goal, for example turn more visitors into booked consultations]. The current site [Main problems, for example loads slowly on mobile, is hard to update and does not reflect the brand]. We will design and build a [Platform, for example WordPress or Webflow] site of [Number of pages] pages, launched by [Launch date].

Goals

[Goal 1, for example increase contact form submissions from organic visitors]
[Goal 2, for example let the marketing team publish pages without a developer]
[Goal 3, for example pass Core Web Vitals on mobile]

Sitemap and pages

Home
[Page 2, for example Services overview]
[Page 3, for example individual service pages, number]
[Page 4, for example About and team]
[Page 5, for example Blog index and article template]
[Page 6, for example Contact or booking page]
Privacy policy and terms

Features and functionality

Responsive design for mobile, tablet and desktop
[Feature 1, for example booking integration with the client's calendar]
[Feature 2, for example CRM form integration]
[Feature 3, for example multilingual setup]
Basic on-page SEO: titles, descriptions, headings, sitemap and redirects from old URLs
Analytics setup with [Analytics tool]

Design and build process

Discovery and content plan, [Duration]: [Activities, for example stakeholder interview, analytics review, sitemap sign-off]
Wireframes, [Duration]: [Number of key pages] page layouts for approval
Visual design, [Duration]: homepage and [Number of templates] page templates, [Number of revision rounds] revision rounds
Development, [Duration]: build, CMS setup, integrations
Testing and launch, [Duration]: browser and device testing, content entry, go live

Content

[Client name] supplies [Copy, photos, logo, brand guidelines] by [Content due date]. Copywriting for [Pages] is [Included or quoted separately]. Stock imagery is [Included up to number or excluded].

Timeline

Kickoff on [Start date], wireframes approved by [Date], design approved by [Date], launch on [Launch date]. Delays in content or feedback move the launch date by the same number of days.

Investment

Item	Quantity	Price
Discovery and sitemap	1	[Price]
Wireframes, key pages	[Quantity]	[Price]
Visual design, page templates	[Quantity]	[Price]
Development and CMS setup	1	[Price]
Integrations, [Integration names]	[Quantity]	[Price]
Content entry, pages	[Quantity]	[Price]
Optional, copywriting per page	[Quantity]	[Price]
Optional, care plan per month	[Number of months]	[Price]
Total		[Total price]

Payment schedule

[Deposit percentage] deposit on signature
[Second payment percentage] on design approval
Balance on launch

Hosting, maintenance and ownership

Hosting is [Provided by the client or included at price]. After launch we fix defects reported within [Warranty period] at no charge. Ongoing updates are covered by the optional care plan. On final payment [Client name] owns the site design, code and content. [Third-party license terms].

Change requests

Work outside the sitemap and features above, or revision rounds beyond [Number of revision rounds], is quoted as a change request at [Hourly or fixed rate] before we start it.

Next steps

Sign by [Expiry date] to hold the kickoff date of [Start date]. We then send the discovery questionnaire and the content checklist.

Signature

Accepted by [Client contact name], [Title], [Client name]. Signature [Signature], date [Date]. For [Your studio name], [Your name], [Title]. Signature [Signature], date [Date].

How to fill in the web design proposal template

Most web projects go over budget because the scope was never written down. Use each section to draw a clear line around the work.

Project overview. Tie the site to one business goal, then state platform, page count and launch date in the same paragraph.
Goals. Pick goals the site can influence and that you can check after launch, such as form submissions or publishing without a developer.
Sitemap and pages. List every page or page template. A client who sees the sitemap before signing rarely asks for surprise pages later.
Features. Name each integration and the tool it connects to. A line that just says integrations is an open invitation to scope creep.
Process. Give each phase a duration and an approval point, and state the number of revision rounds.
Content. Say who writes the copy and supplies images, and by when. Late content is the most common reason launches slip.
Investment. Price by phase or deliverable and keep copywriting and the care plan as optional lines.
Ownership and change requests. State when ownership transfers and how extra work is priced.

Common mistakes in web design proposals

No sitemap, so the page count grows during the project.
Unlimited revisions, or no number at all.
Leaving content responsibility unclear until the build is finished.
Forgetting redirects from old URLs in a redesign, which hurts search traffic after launch.
No change request process, so extra work is done first and argued about later.

Generate this web design proposal with AI

Describe the client and the site, or paste the brief, and our AI writes the full web design proposal from this template: overview, sitemap, features, process, timeline and an investment table in your studio's voice. You send it as a tracked link, see which sections the client reads and collect the signature in the same place. Studios use the same flow for every website proposal they send, built on our AI proposal generator.

Related proposal templates

Selling ongoing SEO, ads or social work alongside the site? Add the marketing proposal template. For larger builds with detailed acceptance criteria, follow up with the statement of work template. You can browse every proposal template on one page.

See all templates

Web design proposal template questions

What should a web design proposal include?

A project overview, goals, a sitemap, features and integrations, the design and build process with revision rounds, content responsibilities, a timeline, an investment table, a payment schedule, hosting and ownership terms, a change request process, next steps and a signature block.

How do I price a website in a proposal?

Price by phase or deliverable: discovery, wireframes, visual design, development, integrations and content entry. Keep copywriting and a monthly care plan as optional lines so the client can see the base price clearly.

How many revision rounds should I offer?

Two rounds per design stage is common. Write the number into the process section and price extra rounds as change requests, so feedback stays focused.

Can the client sign the web design proposal online?

Yes. ProposalCreation sends the proposal as a tracked link or PDF, shows when the client opens it and how long they spend on each section, and collects a legally binding electronic signature under the U.S. ESIGN Act and UETA.