If you’re a freelance writer offering copywriting services, sooner or later you’ll be asked to send a proposal. Whether you’re applying for a long-term project or pitching to a potential client directly, your proposal is your first impression—and it can make or break the deal.
A clear, professional proposal not only communicates what you can do but also builds trust and shows that you’re serious about your craft. In this article, you’ll learn how to create a winning copywriting proposal that helps you land more clients, even if you’re just starting out.
What Is a Copywriting Proposal?
A copywriting proposal is a formal document that outlines:
- The client’s needs or project goals
- The services you’re offering
- Your process and timeline
- Your pricing or fee
- Terms and next steps
In short, it shows the client what you understand about their project, how you’ll solve their problem, and why you’re the best choice.
It’s not just about selling yourself—it’s about making the client feel confident in choosing you.
When Should You Send a Proposal?
Not every project requires a proposal. Use one when:
- The client asks for one directly
- You’re pitching a custom solution
- The project scope involves multiple pieces or phases
- You’re quoting a high-value or long-term package
For quick, one-off tasks (like a short blog post), an email quote might be enough. But for bigger jobs, a well-structured proposal sets you apart.
What Makes a Copywriting Proposal Effective?
Before diving into the structure, let’s look at what separates a great proposal from a generic one.
✅ It’s Personalized
It addresses the client by name, mentions their brand or business, and reflects a clear understanding of their goals.
✅ It’s Solution-Focused
You focus on the client’s needs and how your writing will help them achieve specific results—not just a list of your services.
✅ It’s Professional and Clear
Use consistent formatting, proper grammar, and a clean layout. Avoid jargon or over-complication.
✅ It Includes a Clear CTA
You guide the client on what to do next—schedule a call, sign the proposal, or reply with questions.
How to Structure a Copywriting Proposal
Here’s a proven structure you can follow:
1. Cover Page (Optional)
Include:
- Your name or brand
- Client’s name or business
- Project name (e.g., “Website Copywriting Proposal”)
- Date of submission
- Contact information
This is optional but adds a polished, professional touch.
2. Introduction / Executive Summary
In a few short paragraphs, show that you understand the client’s needs. Restate what they’re looking for in your own words.
Example:
“Based on our recent conversation, you’re looking to improve the conversion rates on your homepage and product pages. Your goal is to attract more organic traffic, build trust, and increase sales. This proposal outlines how I can help you achieve that with optimized, engaging website copy.”
This section builds rapport and proves you’ve been listening.
3. Scope of Work
Clearly outline what’s included in your service.
Example:
I will provide copywriting services for the following:
- Homepage (approx. 300–400 words)
- About Page (approx. 500 words)
- Three product descriptions (150–200 words each)
- One round of revisions per page
Be specific. It helps prevent misunderstandings later.
4. Project Timeline
Give the client a realistic timeline for each phase.
Example:
- Project start date: August 5, 2025
- First draft delivery: August 12, 2025
- Feedback and revisions: August 13–17, 2025
- Final delivery: August 18, 2025
Always build in buffer time to handle unexpected delays.
5. Investment / Pricing
Clearly state your fee and what’s included. You can present pricing as a:
- Flat project fee
- Per-page or per-word rate
- Hourly rate (less common in copywriting)
Example:
Total Investment: $450 USD
This includes all copy listed in the scope, one round of revisions, and final delivery in Google Docs.
Avoid vague pricing like “starting at…” or “depending on scope” in a proposal. Be direct.
6. Payment Terms
Set expectations about when and how you’ll be paid.
Example:
- 50% deposit due upon acceptance
- 50% due upon final delivery
- Payments via PayPal or Wise
- Invoice due within 7 days of receipt
Adjust based on your preferences, but always clarify how much, when, and how.
7. Why Me? (Optional but Powerful)
A short section that highlights your unique value or experience.
Example:
With over three years of experience writing website copy for e-commerce brands, I understand what drives clicks and conversions. My writing is SEO-optimized, clear, and aligned with your audience’s expectations.
You can include testimonials, logos, or a short bio here.
8. Terms and Conditions
Protect yourself by including a few basic terms:
- Number of revisions included
- Ownership rights (client owns copy upon full payment)
- Cancellation or refund policy
- Delivery format (e.g., Google Docs, Word)
- Communication channel (email, Slack, Zoom)
Keep it simple and friendly, not overly legal.
9. Call to Action / Next Steps
End your proposal with a clear direction.
Example:
To move forward, simply reply to this email with “I’m in” or sign the attached proposal. I’ll send the invoice and get started as soon as the deposit is received.
Or:
Let me know if you have any questions—I’m happy to jump on a quick call to walk through anything.
Make it easy to say “yes.”
Tools to Create Proposals
You don’t need fancy software—Google Docs works just fine. But if you want to streamline the process, consider:
- Canva – For designing beautiful PDF proposals
- Notion – For templates and sharing links
- Better Proposals – All-in-one proposal creation and signing
- Bonsai – Includes contracts, proposals, and invoicing tools for freelancers
Whatever tool you use, prioritize readability, clarity, and personalization.
Tips for Proposal Success
✔ Customize Every Proposal
Even if you use a template, adjust your wording to each client. Personalization increases trust.
✔ Keep It Concise
Your proposal should be informative, but not overwhelming. Aim for 3–5 pages, max.
✔ Follow Up
If you don’t hear back within 2–3 days, send a friendly follow-up email.
Example:
“Hi [Name], just checking in to see if you had any questions about the proposal. I’m happy to clarify anything or hop on a quick call.”
✔ Don’t Be Afraid to Say No
If the client keeps pushing scope or price, and it no longer feels aligned, it’s okay to walk away. A proposal is not a contract—it’s a starting point for discussion.
Final Thoughts: Proposals Build Confidence and Credibility
A great copywriting proposal does more than quote a price—it shows that you’re a professional who understands business needs, respects deadlines, and delivers real results.
If you’re just starting out, your proposals will evolve. But the sooner you get comfortable writing and sending them, the faster you’ll grow your freelance career.
So take the time to craft your next proposal with care—it might be the one that leads to your next big client.