Agency Business Proposal Template

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Agency X Proposal for

Sample Company Z
Date:
[Created date]
Created by:
[Agency’s POC name and agency name]
Prepared for:
[Client name and company]
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Table of Contents:
● Intro
● Challenges and Goals
● Approach and Deliverables
● Breakdown of services
● The team and who we are
● Your investment (services and $$$)
● Client testimonials
● Terms and Contract
HubSpot tip: Every proposal should be client-centered, so be sure to update this template to
meet the specific needs of your customer.
Intro
The introduction of any proposal is your opportunity to give a potential client more information
about your agency (but not too much, more detailed info on your agency and team will come
later). Show your prospect that you've done research and understand their background and
business, then explain why you are a good fit to help them meet their goals.
The introduction should also mention what the proposal includes as well as how the client can
get in touch if they have any questions. Keep in mind that proposals should help seal the deal,
not start the sales process.
Challenges and Goals
A potential client is looking for an agency to help them solve some challenges they’ve
encountered. Before you start your proposal, you need to have an understanding of these
challenges so you can position the right services and show results to your potential new client.
Clients will choose an agency based on their ability to identify the right goals, so its important
that you clearly understand the needs of your potential client to ensure you win their business!
In this part of the proposal, list the specific challenges, goals and how you will measure
successful outcomes for each goal. What metrics will you use to know whether the goal was
achieved? How will the client know that your methods are working?
● Goal 1
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● Goal 2
● Example:
Check out these blog posts on how to set inbound marketing goals and sales goals for inspo!
Approach and Deliverables
This is an important part of the proposal as it gives you the opportunity to show your client that
you are the expert and that you can solve their problems. At this point, you won’t have a
detailed view of the client’s business so providing a high-level overview is all that is needed at
this stage.
However providing an insight into best practices in the industry, trusted methodologies and how
your agency typically approaches these types of challenges is always a good way to build trust
with your potential client.
Then, you will need to describe the tasks you will undertake during the project. The form that
this section takes will vary depending on what field you are in. For example, you might include a
list of deliverables (e.g., reports, documents, products) that you will submit to the client, or you
might list the different phases of assessment that you will go through. Be sure to address all of
the major steps in the process.
Breakdown of services
Think of this section as a mini statement of work (SOW). It should outline each activity that
needs to happen e.g. SEO audit, keyword research, paid advertising, weekly consulting, the
person who will make it happen, and key dates for each activity. This will give your prospective
client clarity into what you will plan to deliver. Also by detailing each activity, you can iterate how
measurable your approach is which is always important to clients who care about return on their
investment.
The team and who we are
This is the part where you have the opportunity to make your agency stand out from the crowd
and pique the potential client’s interest with the people they will be working with.
This should be your agency’s elevator pitch, but it’s less about recognition and industry awards
and more about what it would be like to work with your team. It’s a good time to talk about your
values (if they align well with your potential clients) and intro the team who will be ensuring the
client’s goals are met. If appropriate, include headshots and a bio on each person as it’s a great
way to excite and address potential chemistry of the relationship.
Your investment
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Now that you have explained that you understand the challenges and how you plan to address
them, you can tell the prospective client how much your services will cost. There are many ways
to present this part of the proposal, but you should aim to be clear and concise. You could
separate out each activity (similar to the ‘breakdown of services’ section) and then add columns
for the rate and hours that each activity will take. Then simply all add columns to give the
prospect a total cost for your services.
Client testimonials
Word-of-mouth and referrals have never been more important in the world of business. People
trust other customers and clients more than they do the salesperson within an agency so by
including some relevant testimonials or case studies, your prospective client can hear from
others that you can, in fact, deliver the results you are suggesting.
Terms and the contract
Describe the contract, any guarantees, and the terms and conditions. Your agency may have
prewritten documents that you could insert here. Consider documenting the Service Level
Agreement to outline how you will work together to ensure a smooth delivery on the goals outlined.
This may include the frequency of meetings, response times, ownership and accountability for
different tasks both in your agency and in the client.
If these documents are very long, you can reference them in the text and then provide them in
an appendix.
Enter the names and titles of the decision-makers who will need to sign the agreement in order
to approve the project.
________________________
[Name], [Title]
________________________
[Name], [Title]
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________________________
[Name], [Title]

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Agency Business Proposal Template

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Agency X Proposal for

Challenges and Goals

Approach and Deliverables

The team and who we are

Terms and the contract

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