HOW TO CREATE A DESIGN PROPOSAL THAT CONVERTS

Updated: Apr 26

You just got off a sales call with a potential client. The call went really well but they didn’t say yes right away to working with you. Now you are waiting, constantly refreshing your inbox in hopes that they’ll email you. What can you do to increase the chances that they’ll want to hire you as their designer?





Re-Cap The Sales Call


It’s so simple, yet so effective. I’m not asking you to re-invent the wheel here. Just sending a quick email at the end of the sales call that summarizes all of the key takeaways of your conversation so that you know without a shadow of a doubt that they have everything they need to make an empowered decision.


But why stop at an email? You are a designer after all, and this is your time to showcase your design skills.


Drafting a Design Proposal


When you send over a formal design proposal to your potential client, you immediately set the stage for what it will be like to work with you. Through a proposal presentation, you are able to highlight your design skills, showcase your professionalism, and provide your lead with all of the pertinent details of your offer.


An important thing to note when creating a design proposal that converts, is to focus on the priorities of your target audience.

Initially, you may think that because you are getting paid to deliver a brand identity, that this should be the primary focus of the proposal presentation. But if you were to do some research, you will likely find that a brand identity is not as high on the list of priorities for your target audience as you may think. Whereas, attracting dream clients, is likely right at the top.


Because of this, you want to make sure that the proposal is structured in a way that will help paint the picture of how brand design will help them attract dream clients. Or whatever their main priority may be at that time.


How To Create a Design Proposal that Converts


In order to create a powerful design proposal that converts leads into paying clients, you will want to break each section down so that it is easy to digest and follows some key principles backed by sales psychology.


What you want to do, is create a smooth journey that leaves them resonating with everything you’ve presented, has lowers any potential barriers to “go a different way”, and makes the decision a no-brainer for them.


Here are the 11 key sections you will want to include inside of your design proposal:


  • Introduction / About Us

  • The Purpose

  • Transformation

  • The Offer

  • The Design Process

  • Investment + Payment Plan Options

  • Expectations

  • FAQs

  • Portfolio

  • Social Proof

  • Next Steps


By including each of the sections above inside of your design proposal presentation, you will ensure everything is clearly laid out for your lead.


Streamline The Process


Remember, at the end of the day this proposal is simply a re-iteration of what was already discussed inside of your sales call (plus a couple of additional details to increase chances of conversion). This should not be an added burden to your already full plate.


I would recommend you create a template for your proposals that you can quickly and easily customize for each lead based on the exact goals they have and the package you presented. This will significantly cut down your time and make the client experience that much more efficient.


If you are loving the idea of having a professional design proposal that converts leads into paying clients but are strapped for time and don’t want to create the template from scratch, I have something that’s going to blow your socks off!


Design Proposal Template


You can now get your hands on the exact proposal template I used as a brand designer that helped me increase my conversion rate from 30 to 80%!

design proposal template

I'd love to know, which of the 11 key sections of a design proposal that converts are you excited to enhance within your own proposal?