How to Write a Freelance Proposal in 20235 Steps to a Flawless Client Proposal (+ Free Proposal Template Download)

In this guide, we’re walking through how to write a freelance proposal, based on my decade of experience landing six-figure clients like LinkedIn, Google, Zendesk, Intuit and more. Plus, you’ll get my free downloadable freelance proposal template (in Google Doc and PDF format).

How to Write a Freelance Proposal (and Downloadable Freelance Proposal Template) icon

It pays to learn how to write a freelance proposal, whether you’re new to the world of freelancing, a seasoned veteran in your field or freelancing while working a full-time job. Convincing potential clients that you’re the best fit for the job (with a strong freelance proposal) is an invaluable skill to learn early on.

Writing a strong freelance proposal that can beat out experienced competitors, is instrumental to winning the best projects and increasing your income as a freelancer.

If done right, a truly great freelance proposal will make your potential clients want you, even more than you want them.

To help you get started on the right foot, I’m giving away my proven freelance proposal template for free right here.

Free Download: My High-Converting Freelance Proposal Template

Now, beyond just the actual format of the freelance proposal template you’re using, you should always strive to put together a freelance proposal that’s designed to provide meaningful solutions for your potential client, not one that just lists out your service offerings like a menu for them to choose from.

And on top of that, in order to stand out from the crowd in a busy inbox, you’ll also need to perfect your cold email outreach strategy.

Even more importantly, you need to communicate your personalized solutions in the way your potential clients wants to read it. Whether that’s in the body of an email, through online proposal software, via mail, or by using the best freelance contract template, you need to have a strong understanding of who your client is before you even get the ball rolling.

This deep understanding of your potential clients is a core foundation that’s been reiterated many times by highly successful freelancers and entrepreneurs in the business books they’ve written and online business courses they’ve taught.

Long before you approach your potential client, you should have a very clear understanding as to why they should hire you for the job. This will challenge you to understand the project, the client’s unique needs, how your strong suits will fit into the equation, and exactly how you can deliver the most value. By time you actually reach out to them with a proposal, your goal is to understand their needs inside & out.

Considering that more people than ever are going it alone as freelancers and solopreneurs (54 million in the US alone), your freelance proposal needs to do an incredible job at selling your services and winning new clients.

In such a cutthroat environment, anything less than your absolute best probably won’t get you very far.

How to Write a Freelance Proposal That Converts (Free Template)

  1. Make a Strong Entrance
  2. Sell Your Strengths
  3. Anticipate and Answer Questions
  4. Select and Include Relevant Work Samples
  5. Use a Visually Appealing Freelance Proposal Layout

Disclosure: Please note that some of the links below are affiliate links and at no additional cost to you, I’ll earn a commission. Know that I only recommend products and services I’ve personally used and stand behind. When you use one of my affiliate links, the company compensates me, which helps me run this blog and keep all of my in-depth content free of charge for readers (like you).

To help you write more effective freelance proposals and win higher paying clients, you can pick up my free downloadable freelance proposal template over here.

With that in mind, pulled straight from my own business as a freelance content marketer, here are my five proven steps to writing the best freelance proposal you’re capable of.

1. Make a Strong Entrance

What are you doing to wow them straight out the gates? What makes your email different from everybody else throwing their hat into the ring for this gig?

A captivating entrance that excites, shows you did your research, and delivers actual value, is what will kindle an immediate interest in your potential client’s mind. Start by finding the right remote freelance gigs on sites like Contena (if you’re a freelance writer),, Hubstaff Talent, and read through my Ultimate Guide to Landing a Remote Job.

Then, if you’re able to reach your potential client quickly after they’ve posted their request for help, you’ll significantly increase your chances of landing the job.

If you’re a freelance writer sending a cold email to open up a line of communication with a potential client for your blog post idea writing services, start with a subject line like, “My 6 Steps to Driving Traffic for [Company Name].”

This gives them the instant recognition that you’ve already spent some time laying out a proposed strategy, and that you’ve likely done your homework on their business & industry.

In this initial email (a couple hundred words maximum), you’ll touch lightly on each of your steps and continue to weave in how your proven experience and strengths in doing this in the past, will make you the obvious choice for this job. Just remember to avoid any unnecessary business slang that doesn’t add value to the conversation.

Since a freelance proposal is effectively a form of an elevator pitch, explaining why you’re qualified for the job, quickly showcasing your strongest (relevant) abilities is essential to the conversation. You also want to convey confidence in your ability to get the job done without coming off as arrogant.

Best Freelance Proposals Examples and How to Write the Best Freelance Proposal with Ryan Robinson on ryrob

Making a strong entrance also means demonstrating your commitment towards the project. You want to show you’ve already got some skin in the game.

This can come in the form of crafting a quick and dirty wireframe for a web design project if you’re a freelance developer, writing a 100 word blog post outline for some proposed content if you’re a freelance writer, or sketching out potential logo design concepts if you’re a freelance designer.

Sound like too much work up front? Well, the reality is, this approach is how I consistently win nearly every project I bid on. What you lose in uncompensated time, you make up for by demonstrating your creativity and desire to work with the client, which will only increase your chances of nailing the bid. This is a form of what I like to call opportunity management.

2. Sell Your Strengths

Whatever the task you’re applying to do for a potential client, it’s your job to tailor your strengths to that particular job. Learning how to highlight your most attractive abilities for the specific needs of an individual client is an invaluable skill, and one of the most frequent pieces of advice I give to freelancers who want to start a business of their own. If you need a boost of confidence, take a quick break and browse through my list of motivational quotes that’ll get you into the right mindset for pitching your A-game.

If you have the marketing skills and blogging skills to really sell yourself as a strong content marketer, and not just a freelance writer, then lean on those strengths—give them proof of the results you’ve driven for previous blog posts.

If you’re targeting a logo design project, make sure you elaborate on your creative skills first. Show them that your previous work aligns with the design aesthetic you think they’re going for with their rebrand.

If the project is to proofread a highly technical neuroscience paper, focus on your relevant degrees, and if possible point to other papers within this space that you’ve edited in the past.

5 Steps to Writing the Perfect Freelance Proposal with Ryan Robinson on ryrob

Don’t make the mistake of focusing on unrelated or irrelevant strengths (and always keep your proposals as short as possible).

Attempting to cram everything you know about writing or marketing into your proposal is an easy shortcut to landing in the reject pile. Consider listing two or three of your best qualities in terms of how they relate to this particular job, and elaborate on them one by one.

There’s an art to providing just enough detail to help a client understand how your strengths are useful to their business, but not going too far and giving them a full resume highlighting every positive asset.

3. Anticipate and Answer Questions

Unfortunately, not every employer provides a thorough list of expectations or questions for you about their project.

While vague project descriptions can be a bit confusing, you should capitalize on these opportunities by demonstrating your knowledge and experience right off the bat. Show your client that you can identify their problems and propose solutions proactively and you’ve already taken a big step toward closing the deal.

For example, a common question that I was frequently asked when applying for new projects, was if I had done this exact type of job in the past. Now, I anticipate and answer this question before they even have the chance to ask me directly. In my initial reach out email, I’ll include a link or two over to examples of successful campaigns I’ve ran in the past (demonstrating my ability to replicate these results).

To help anticipate what your potential client may ask of you, try and imagine yourself in their shoes.

What sort of unspoken problems or issues might they have experienced up to this point? If you’re seeking to help with a website rebrand, take careful note of existing disjointed branding, poor quality images or logos, and offer up your quick thoughts on the direction you’d want to take, if you’re hired on to help.

Place a metaphorical warm blanket around them by addressing concerns with this project, that they may not yet be aware of. If they’re looking to hire expert help, chances are they may not fully understand what goes into designing new website features, creating a brand book, or crafting compelling blog content. Want to learn more about that? Dive into my list of all the best blogging courses to build your skills today.

If you’re already experienced in your domain, you’ll know what sort of expectations a client might have and what typically goes wrong when it comes to the type of work you handle.

How to Write the Best Freelance Proposal with Ryan Robinson ryrob

Nothing will make a potential client feel more at ease with you taking on their work from home job, than hearing concerns (and advice) from a well-versed freelancer who’s been there and done that—even if this is just your side hustle and you have another job that commands more of your time. If you craft your answers with your experience in mind, it will place you squarely ahead of the pack.

4. Select and Include Relevant Work Samples

It’s essential that your portfolio and proven work examples speak for themselves. Make sure you cherry-pick only the best and most relevant samples to include with your freelance proposal.

Employers are eager to see that that you have formerly worked on something similar to their project. It makes sense, if you’ve done this exact type of job in the past, they have a sense of reliability that you’ll be able to replicate or exceed your results from before.

Pick a couple of great samples and link off to them in your reach out email and within your freelance proposal. Briefly explain in a sentence or two, how your contribution helped the previous client accomplish their goals.

If you’re new to freelancing and don’t have any relevant samples to send over, then the best you can do is create some of your own. Build a portfolio website, write example blog posts, design your own logos, crunch sample data, show you’re experienced at teaching others how to start a blog and make money blogging.

When you send over a link to your portfolio that shows you can accomplish for yourself, what they’re seeking to have done within their own business, you’ll immediately pique their interest. If you’re still looking for the best places to find great freelance gigs and remote jobs, check out my ultimate guide to landing a remote job.

5. Use a Visually Appealing Freelance Proposal Layout

First impressions are everything, which is why a winning freelance proposal should be aesthetically pleasing, crisp, and well-organized.

5 Steps to Writing the Best Freelance Proposal on ryrob dot com with Ryan Robinson

Even before potential clients start reading your proposal, they will certainly form an attitude towards the content of your work, solely by the looks of it. Depending on what you’re proposing, you might need nothing more than a simple Microsoft Word document to state your case, or you might require something snazzier to sell your services—especially if you’re working on an internal project proposal for a company you already work with.

In my own freelance business, I choose to use apps like Bonsai, which I feel give my freelance proposals a visual edge above the average proposal. Bonsai has an awesome free trial, so you can check it out for yourself risk-free. Here’s the Bonsai free trial.

If you prefer to send proposals purely in the body of your emails and want to avoid fancy-pants online tools, I’d recommend at least using an invoicing tool like FreshBooks.

If nothing else, using a more advanced visual layout tool gives me the opportunity to communicate that I place a high value on personal branding and maintaining high quality deliverables.

Utilizing these five steps to create your freelance proposals, will ensure you’re doing all you can to set yourself apart from the competition.

Whether your goal is to land higher paying clients for your existing business or validate your idea for a service offering to get into, starting with a solid foundation of being able to pitch yourself is essential.

Grab my (free) freelance proposal template today.

Free Download: My High-Converting Freelance Proposal Template

Hi I'm Ryan Robinson

Blogger, podcaster and recovering side project addict. Head of Content at Close. Join me here, on to learn how to start a blog, make money blogging and grow a profitable side business. Be sure to try my free keyword research tool too. I also write for publications like Fast Company, Forbes, Entrepreneur, The Next Web, Business Insider, and more. Let’s chat on Twitter and YouTube about our feelings (and blogging, of course).

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149 replies to “5 Steps How to Write a Freelance Proposal (Free Template Download) in 2023”

  1. Fantastic website you have here but I was wanting to know
    if you knew of any user discussion forums that cover the same
    topics discussed here? I’d really like to be a part of community
    where I can get advice from other knowledgeable
    individuals that share the same interest. If you have any recommendations, please
    let me know. Bless you!

  2. Well i would like to ask is it good to make an individual profile on any freelancing site over an agency profile. What would be better if i own a small company and wants to find work globally so i goes to various freelancing websites, but thing i got confused is with the how should i make the profile either i can make a individual profile of mine and in my about section clarify me owning my company and work capabilities or i can make a company profile and mention the capabilities in about section. Which would be better. As these websites has designed there user interface friendly to an individual not to an organisation so that confuses me what would be better.

  3. Hey
    I am Shuvash Gnawali from Nepla I need your valuable help for making proposal for submit.

  4. Hi, please i need some help, i just started to do freelance jobs, but no sure where to start, I have bid some work but no luck. I really would like someone to help me to create a goof profile for me so that I can start doing some jobs.

  5. I’m a student, I have done 12th science. In Freelancer, I have bid to sell ERP Product.
    Can you tell me what to write in the proposal ?
    And can you tell me what are the steps that come after a proposal and what have to write in?
    I want to know everything what and how do I have to ?

  6. You make a great point that attempting to cram everything you know about writing or marketing into your proposal is an easy shortcut to landing in the reject pile. Proposals seem so important and like they can really have an impact on the success of a business. I imagine that business owners would want to enlist the help of a professional so that they can have a really stunning written proposal.

  7. Ryan, this is a rock-solid post! In fact, I greatly appreciated the vast amount of information you included. I took the information and ran with it, went and downloaded your free proposal template, and got to work immediately. Within a week, I put together a business proposal for a client (with the lovely guidance of your document) and secured the deal. I received glowing comments about the format and design of the proposal as well. Despite the age of this post, it is still working its magic. I’m so glad I stumbled across it. Thank you!

    P.S. – If you’re curious to see the proposal I put together, feel free to reach out. I would love to send it to you and hear your feedback.

    • Hii,
      I am a freelancer and I also want to write a winning proposal to impress more clients. Can you send me your proposal?

  8. Thanks Ryan for this excellent post, I was searching for exactly this. I’ve also downloaded the templates you offered.

  9. Thanks, Ryan for this in-depth and informative piece. However, I wish you could do something simple for newbies with a simple template for someone with no real experience, kind of the way your proposal looked when you were just starting out with no experience at all.

  10. Thank you so much for sharing your tips…it opens up a whole new world. Best wishes to you and I will share this page with anyone I know looking for such information.

  11. Thanks Ryan. I want to join your team/you. Am a fresher but I can write and edit/proof read english with pronounced accuracy.

  12. Ryan,

    Magnificent Monday to you! In my extended reading and research on Pinterest, I found your thoughts here to be of valuable substance and captivating excellence!

    Thank you for your ahhhhhmazing information!

    Eileen Stella

  13. Ryan, I just stumbled and read through your great tips. As trainee, you have have helped me a great deal to begin to understand the task at hand. I am grateful.

  14. Ryan, I want to thank you for sharing your knowledge and making it easy to share. Your hard work shows and is truly appreciated.


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