As a web designer, a lot of your time will be dedicated to finding prospective clients. It can be a painful process that may end up in many rejections and prospects that give false hope by responding once or twice before completely going silent. Perhaps, you may need to improve your web design proposal skills.
A web design proposal consists of three crucial elements: a problem statement, the proposed solution, and the pricing information. It’s true that a lot of web designers are already aware of these elements, but not all of them are capable of writing compelling pieces. And to help you write a killer web design proposal, here are the strategies you need to learn:
Make the Problem Statement Urgent, Clear, and Understandable
A lot of web designers think that not having the most beautiful website on the internet is enough to warrant a redesign. This leads to a weak problem statement that reads like:
“X Company should have their site redesigned to give it a more modern and stylish look”.
Remember that, as a prospective client, you need to feel the need for such services. In addition to talking about the benefits of your service, you should also point out the possible disadvantages of missing out. Simply stating that redesigning the site would make it look better isn’t enough to influence clients into working with you. And since it is a problem statement, you need to focus on an existing problem that can be resolved with your help.
A great strategy is to ask the prospective client on the current difficulties they’re facing with their site. Alternatively, you may look at the competitors who are actually ahead of your prospective client, identify what they’re doing right, and develop a problem statement that hinges on outperforming those competitors.
As a professional web designer, you should be able to use your discretion to identify the root causes of these problems. For example, X Company’s website may have poor navigation and is missing landing pages as well as powerful CTAs. Not only does it have poor user experience, it’s also not structured for leading users to the right pages and converting them into customers.
The next step is to write a clear problem statement that centres on these issues. This must be written clearly and simply so the client will understand. For example:
“X Company needs a website that can help users find the perfect solutions fast. It must guide them through the possible options and lead them to the right landing page, which will help them in taking action.”
Make the Solution about the Client
Despite having a compelling problem statement, some web designers make the mistake of talking only about themselves when offering a solution. Remember that the solution should revolve completely around the client’s business. It’s a good idea to provide some information about yourself such as past work examples, your capabilities, or references, but it should ultimately be about the needs of your prospective client.
With this being said, the solution should introduce the client to the processes that will directly address the needs of the client. It’s important to be as thorough as possible and start from the very beginning. For example, you can write something like:
“Redesigning and optimising the website requires the analysis of how users interact with it and what they prefer. The site’s navigation should make it easier to access the most in-demand information, and they must be matched with powerful landing pages and CTAs.”
From there, you can start iterating the key processes that will take place. However, finding the right balance between relevant information and readability for non-tech savvy clients can be tricky.
But as long as you focus on their needs and the benefits of the project, you should be fine. You may also opt for professional help with writing to write the perfect proposal letter that’s highly readable and powerful.
Organise Your Pricing Information
After discussing the essentials, it’s time to talk about the costs. In a web design proposal, this is commonly referred to as the “Fee Summary” section. As the name suggests, it’s best to be straightforward and make it easy to understand. You no longer have to explain everything as long as all the fees are identified and labelled properly.
Just remember to avoid being too specific and group costs into simplified terms. For example, include domain registration, hosting, and premium theme under a single category such as “Website Creation”.
You can cover everything using a grid or a simple list. For example:
Website optimised for conversions: $800
Compelling and informative content: $700
Onsite SEO for visibility: $500
The success of your web design business starts from writing the best project proposals. Remembering and understanding the three essential components of a proposal letter will be the key to landing more projects. You may not get 100% acceptance, but it works by focusing on the needs of your prospect, building trust, and offering your services as the best solution.