Whether you’re building a website for a client or hiring someone to build one for you, the proposal sets the tone for everything that follows.
A well-crafted website build proposal isn’t just a formality—it’s your roadmap. It defines the scope, sets expectations, and builds trust between client and developer. And when done right, it can help prevent project delays, scope creep, and surprise costs.
So what should go into a strong website proposal? Here’s a breakdown of the key elements you’ll want to include (or look for) before signing on the dotted line.
Start with a short summary that explains the purpose of the project. This should be written in plain language and include:
What the website is for (e.g., a marketing site, e-commerce platform, membership site)
Why the client wants to build or rebuild it
Any major goals (e.g., improve user experience, increase leads, simplify backend)
This helps both parties align on the “why” behind the build.
This is the heart of the proposal. Be as specific as possible about what is—and isn’t—included. Outline:
Pages to be built (Home, About, Services, Blog, Contact, etc.)
Design (Custom design vs. templated; number of design revisions included)
Development (Any custom coding, CMS setup, mobile responsiveness)
Functionality (Forms, booking tools, e-commerce, integrations, etc.)
Content (Will the developer provide content or is that the client’s responsibility?)
SEO Basics (Meta tags, alt text, SEO-friendly URLs)
This is also where you can call out anything that’s not included, like branding, copywriting, or ongoing maintenance—unless those are being provided too.
Set realistic expectations for how long the project will take from start to finish.
Break it down into phases, such as:
Discovery and planning
Design
Development
Review and testing
Final delivery and launch
Include estimated dates or ranges for each. Also note if any deadlines are dependent on client feedback or deliverables.
Make the cost clear and easy to understand.
Options include:
Flat fee for the entire project
Hourly rate with an estimated range
Tiered pricing (e.g., basic, standard, and premium packages)
Payment schedule, such as 50% upfront and 50% on delivery—or milestone-based payments
Also mention if expenses like stock photos, plugins, or ongoing hosting are included or billed separately.
A good proposal doesn’t just spell out what the developer is doing—it also outlines what the client needs to provide.
This might include:
Branding assets (logo, colors, fonts)
Website copy or blog content
Access to hosting, domain, or third-party tools
Timely feedback during each phase
Clear roles help the project move forward smoothly.
How many rounds of revisions are included? What happens if the client changes their mind halfway through?
Spell out:
How feedback and revisions will be handled
What qualifies as a “change request” vs. a “new feature”
How additional work will be billed (hourly, flat fee, new quote, etc.)
This helps avoid scope creep and keeps expectations realistic.
Once the site is live, who’s maintaining it?
If ongoing support is offered, outline what that includes (e.g., plugin updates, backups, security monitoring, minor edits) and how it’s billed (monthly retainer, hourly, etc.).
If maintenance is not included, be clear about that too.
Finally, include a few essentials to cover your bases:
Intellectual property – Who owns the code, design, and content after launch?
Confidentiality – Especially if sensitive information is shared during the project
Termination clause – What happens if either party needs to walk away?
Liability disclaimer – Most developers limit their liability for issues after launch
A separate contract or terms of service may contain more detail, but your proposal should reference it.
A strong website build proposal isn’t just a checklist—it’s a communication tool. It shows that you’ve thought through the project, sets clear expectations, and builds confidence for both sides.
Whether you’re the one writing the proposal or reviewing it as a client, look for clarity, structure, and a shared understanding of the goals.
Because a good project always starts with a good plan.