PROPOSAL FOR

[CLIENT]
Prepared by:
[DATE]

[YOURCOMPANY] is prepared to launch your business and strategically connect with your market-
place. In the ever-changing world of DIGITAL technology, [YOURCOMPANY] shows you how to ex-
pand your business by integrating marketing and technology.
[YOURCOMPANY]

[DATE]
[CLIENT]

Dear [NAME],

Thank you for the opportunity to present the enclosed proposal to [CLIENT]. We have assessed
your requirements for this project and are confident that [YOURCOMPANY] can provide a high-
quality, professional solution that meets the needs of [CLIENT].

Although this project primarily focuses on the development of the [CLIENT] website, [YOURCOM-
PANY] has three distinct divisions that enable us to offer our clients best-in-class marketing solu-
tions to help reach their business goals.

• Interactive Marketing - [YOURCOMPANY] develops interactive campaigns and programs that

drive business, improve customer service, and deliver a higher return on investment. [YOUR-
COMPANY]’s team of industry leaders provide expertise in online marketing strategies and web
services.
• Creative Services – [YOURCOMPANY] enhances your business image by maintaining consis-
tency throughout all your marketing and branding initiatives. Beyond web design, [YOURCOM-
PANY] can develop creative for direct mail campaigns, newsletters, publications, sales collat-
eral, and any other form of media.
• Technology Services – [YOURCOMPANY] creates and utilizes the latest technologies to design
solutions that help our clients increase sales, reduce operational costs, and improve manage-
ment control.

We are constantly looking for ways to make our clients’ experience the best possible. Your feed-
back is essential, and I encourage you to contact me at any time with questions or comments.

We look forward to a long-term partnership with [CLIENT].

Sincerely,

[YOURCOMPANY]
[TITLE]
[NUMBER]
[EMAIL]
[YOURCOMPANY]
[YOURCOMPANY]

EXECUTIVE SUMMARY

Your industry is very competitive and in order to compete in the marketplace, you need to design
a website that communicates the benefits to your customers. [YOURCOMPANY]’s goal is to in-
crease conversions and establish multiple lead channels. By increasing conversions, [CLIENT] will
generate more revenue and become a market leader.

We know how frustrating it can be to be when your website is not communicating the right mes-
sage. Most likely you are losing a lot of sleep over what you need to do to fix this problem. Won-
dering if you should keep doing what you are doing.

Most CMO’s think they just need write more content to hopefully rank well in Google. Actually,
most of the time this doesn’t work. And when it doesn’t, that can cost you valuable time and
money. But don’t worry! We’ve got a framework and a plan that will walk you through exactly
what you need to do in order tell the right story that drives revenue and increases your business.

We know you don’t want to waste a ton of time, resources and money on strategies that are not
going to increase revenue. We may not be your first choice, but we are the right choice since we
are small, adaptive, and understand what you are trying to achieve. Unlike a lot of the bigger
agencies who are just looking to sell you the solution they want to sell, we are positioning the
right solution you need.

Working with an agency can be difficult and can be a disaster if the vendor doesn’t clearly under-
stand your goals. [YOURCOMPANY] has engaged in meetings to fully capture the business objec-
tives and high-level requirements and goals of this project. In addition, [YOURCOMPANY]’s senior
staff has performed research and analysis in order to provide a detailed and accurate proposal.

The solution to getting the right clients banging down your door is right around the corner. Make
sure you review the detailed plan we outlined in this proposal and let’s start a great fruitful rela-
tionship to growing your business.

The goals we are primarily focused on are:

• [GOALS]

Project Timeline
By working with some of the largest companies in the world for the past decade, we are confi-
dent in delivering a solution that will assist [CLIENT] in developing an engaging, creative and in-
formative website. Our team estimates that the entire work effort is roughly a 3-4 month engage-
ment.
CRITICAL FACTORS TO SUCCESS

The Internet is a critical source of interaction and information for your business. [YOURCOMPANY]
understands the keys to designing, planning and executing a successful website. Critical ele-
ments [YOURCOMPANY] will work with you on are:

• Objective: How will you know if your project is successful? What are the quantifiable and mea-
surable metrics your organization will use to agree on success?
• Position: How do you want your target audience to perceive [CLIENT]?
• Engage: How would you like your target audience to be engaged and interact with your brand?
What value are you offering? Why choose to visit and interact with your website?
• Scalability: Can the technology used adapt to the future? Will it work with existing systems?
• Usability: Is it easy to use based on the different types of users?
• Accessibility: What tools will we use to drive new visitors versus returning visitors?

[YOURCOMPANY] will work with you to answer these questions and make this project a success.
MISSION PLAN / DIGITAL STRATEGY

The new [CLIENT] website needs to offer solutions to your target audience that drive them
deeper into the website content. In essence, the website needs to act as a sales person for the
organization. [YOURCOMPANY]’s research methods help us better understand audience motiva-
tors, behaviors, and perceptions which enables us to craft creative experiences that drive results.
By profiling [CLIENT]’s target audience, [YOURCOMPANY] can develop a user experience strategy
to drive lead generation, which drives revenue.

Exploration
[YOURCOMPANY]'s consultants will setup a strategy meeting with key stakeholders from
[CLIENT], to determine the strategic direction for the new website. As we work through this
process, [YOURCOMPANY] will work with [CLIENT] subject matter experts to map out the various
customer benefits unique to [CLIENT] that can be leveraged to enhance the user experience on
the new website. A questionnaire will be provided to guide you through this process. The result of
this session is to determine [CLIENT]'s perception of customer challenges and pain points, which
will enable [YOURCOMPANY] to address the following questions:

• Goals: How will you know if your site is successful? What are the quantifiable and measurable
metrics your organization will use to agree on success?
• Position: How do you want customers to perceive [CLIENT]?
• Engage: How would you like your customer to interact with your brand?
• Audience: Who is your target market and audience?
• Site map: The site map will demonstrate the organization of your pages and how a user will
navigate through your website. [YOURCOMPANY] will lay out the structure of the site map
based on the information gathered.

Within this scoping phase, we will work to understand the features and requirements required for
the project.
Strategy Session Deliverables:

1. Goals and Challenges Mapping Session

This “Goals and Challenges” or “Motivator Map” helps us understand YOUR opinion of what is im-
portant to each of your target segments so when designing the website architecture, we can map
back your brand’s various benefits. It is most effective for us to conduct a full day session with up
to five of your corporate stakeholders to help us map your customers’ challenges and how your
service aligns with these challenges.

Sample Goals & Challenges Map Showing Audiences and Motivators:

2. Goals and Challenges Mapping Session
After the [YOURCOMPANY] team evaluates the components and the strategy internally, [YOUR-
COMPANY] web strategists will develop the “Mission Plan” document. The document contains the
overall strategic blueprint for the website, including branding guidelines, target audiences, de-
sired calls-to-action, sitemap architecture, functional and technical requirements. We will provide
this document to the [CLIENT] team to review. Your detailed review of the document ensures
both parties are on the same page. [YOURCOMPANY] will also identify anything that will add to
the scope of the project and get client approval on the final estimate. The document will act as a
checklist of strategic information that is needed to begin the design of the website. Once we re-
ceive your branding guidelines, strategy document, logos, and content, [YOURCOMPANY] is ready
to begin the design phase.

Deliverables

• Website strategy meeting with [CLIENT]

• Website strategy (Mission Plan) document developed
• Website content & site architecture meeting with [CLIENT]
• Mission Plan accepted by [CLIENT]
• Website wireframes developed for homepage, standard content page, news, how we can help,
questionnaire, room/site, contact, locations & videos
Design Process
Our #1 goal for your website is to develop a graphical representation that uniquely defines your
business and separates you from the competition. As a result, we can develop memorable user
experiences that drive user behavior.

Our design process is uniquely different from other design agencies. [YOURCOMPANY] designers
will start with one design concept at a time. This enables us to fully invest our creative efforts on
one specific design concept rather than spending wasted time on multiple creative compositions
that will not be used. We have found this process brings better value to the client through saving
time, resources, and dollars.

Once we have designed a homepage concept, [YOURCOMPANY] will review it with [CLIENT] to
gain a better understanding as to which elements of the design you are most favorable and
which ones you would like to see revised. It is very important that [CLIENT] be descriptive in this
process to ensure the creative team can deliver a design that captures the uniqueness of your
brand. If it is determined that no elements on the initial design are perceived well, [YOURCOM-
PANY] will create another design based on the new direction from [CLIENT]. Once a home page
design is approved, [YOURCOMPANY] will design a sub-page.

Deliverables

• Mobile & desktop layout designs of the home page

• Mobile & desktop layout designs of all remaining pages as per the scope requirements

[SHOW POSSIBLE IMAGE OF AN EXAMPLE OF A CONCEPT]

Website Build
[YOURCOMPANY] will begin executing the build-out of the approved concepts from Phase 2.
[YOURCOMPANY] will be building the website on Sitefinity CMS. Once the website is complete, ex-
tensive testing on the website will be conducted by our quality assurance team for both usability
and compatibility on all major browsers as well as on PC and Macs.

After quality assurance testing, [YOURCOMPANY] will create a test URL so you can have your in-
ternal team review the website. You will have one round of non-structural changes to the images
and text on the website.

Deliverables
Mobile Menu & Mobile Header: On a mobile device, the user is provided with a minimal
header as well as a ‘Facebook style' left hand mobile menu. This is currently the most user
friendly mobile menu available.

Advanced Search Engine Optimization: Yoast - The best SEO plugin for WordPress will be en-
abled and optimized in-line with our SEO strategy.

Website Reporting / Google Analytics & goals: [YOURCOMPANY] will integrate with Google
analytics to provide you key reports on your websites performance. Automatically generated re-
ports will be setup as part of our launch process. Further analytics around individual user behav-
ior can also be made available using other third party software.

Forms & data capture: Gravity forms plugin will be implemented to email and record all of the
entered data. The forms and polls entries can be integrated with other third-party software. Form
fields can be easily edited and managed via the administration panel.

Print friendly: A print friendly stylesheet will be created to ensure users can easily print and
read the website content.

Links to various websites: Portal links and other various outbound links are easily added via
the WYSIWYG editor. Course registration Website course sign up form or portal link to trybook-
ing.com
Social Media Integration: Links will be embedded on the website to direct users to the social
media websites.

Usability Standards, Testing and Launch

[YOURCOMPANY]’s experienced web strategists begin each project doing extensive research to
understand your target audience. It is our goal for the website to drive user behavior. By examin-
ing trends in user behaviors, demographics, and psychographics, [YOURCOMPANY] can present
[CLIENT] with an in-depth strategic analysis of its online visitors. This enables us to better design
a solution that meets your business objectives and, most importantly, the needs of your target
audience.

Once we launch a test version of the website we will conduct usability testing. Our process in-
cludes conducting a gap analysis between the original planned goals and the actual activity
within the application. Our team of experts examines the efficiency, accuracy, and emotional re-
sponse of the audience. We monitor how long it takes a user to understand the purpose of the
site or to complete tasks, such as finding content, form completion, registration and other de-
fined tasks. The number and severity of mistakes the user makes are reviewed. User comprehen-
sion and confidence levels are assessed at the conclusion of testing. When all user response data
is compiled, [YOURCOMPANY] will compare it to the site’s intended user responses in order to
identify opportunities and make appropriate changes to the website to improve the overall user
experience and increase on-site conversion.

Once usability testing has been completed, [YOURCOMPANY] will perform one last usability and
performance test to ensure that the website will perform to your organization’s expectations. Fi-
nally, after tested and approved, the project is launched for your organization’s use and benefit.

Deliverables
• Usability testing
• W3C compatibility testing
• Browser compatibility
• Website training session

Additional Website Services (Optional):

• Copy Editing and Writing Services: [YOURCOMPANY] will provide copywriting services. Based
on existing content, [YOURCOMPANY] can rewrite original website copy. [YOURCOMPANY] will
assist [CLIENT] in developing relevant website content that engages users and drives behavior.
For this project, [YOURCOMPANY] estimates writing 20 pages of copy.
• Multilingual sites: Today’s global environment has an increasing demand for your online pres-
ence to be fluent in more than one language and culture.
DEVELOPMENT SERVICES

Project Discovery
[YOURCOMPANY] begins each project with a detailed discovery process. For projects of this com-
plexity it is crucial to perform a comprehensive scoping exercise to ensure that all project re-
quirements have been accurately captured. The discovery process consists of several meetings,
which will confirm or uncover additional detailed requirements for this project. It will also allow us
to formulate a roadmap for the development phase of the project.

After completion of the Discovery Phase, [YOURCOMPANY] will then provide a fixed fee bid based
on the full scope of the project. Unless significant new features or scope is introduced during the
Discovery Phase, [YOURCOMPANY] does not expect its current estimates to be significantly off.

The scope document will include the following items:

Project Overview – This is a general summary of the project with defined objectives/goals, esti-
mated costs and timeline.

Functional Requirement – The Functional Requirements Document will provide us with a clear
explanation of functions required of the website in order to solve the business requirements out-
lined by [CLIENT]. This document will define functionality, business processes, and use cases for
the new website.

Wireframes – Wireframes are used as a basic visual guide in interface design to suggest the
structure of the application and relationships between its pages. A wireframe is a similar illustra-
tion of the layout of fundamental elements in the interface. Typically, wireframes are completed
before any artwork is developed.

Technical Summary – The Technical Summary Document will define specific technical require-
ments for the project. Areas included are software integration and data migration, along with
hosting, server and synchronization requirements. The document will also include a detailed im-
plementation plan including suggested stages of application development.
SEARCH MARKETING

[YOURCOMPANY] fully understands the highly competitive nature of [CLIENT]’s online market-
place. It is our goal to develop a lucrative SEO program that drives revenue through [WEBSITE].
As you may or may not be aware, organic search listings have a click-through rate of 90% when
compared with paid search advertising, which has a 10% click-through rate. Although paid search
advertising can generate high revenues, SEO guarantees long-term online marketing success and
a lower cost per acquisition throughout the life of your business.

Search Engine Optimization (SEO) Marketing Strategy

[YOURCOMPANY] will work with [CLIENT] to develop an SEO program based on your revenue ob-
jectives and sales targets; providing you the best practices for keyword selection, listing titles
and descriptions. Our four-step SEO process will ensure your long-term success within the major
search engines. Here are the 4 key elements to your success:

Phase 1 - Foundation
• Gain Understanding of Client Business
• Establish Goals and Objectives
• Establish Key Metric Benchmarks
• Deliver Competitive Site Analysis
• Deliver Site Design Scorecard
• Conduct Search Term Research
• Select SEO Search Terms
• Deliver SEO Text and Tags

Phase 2 - Deployment
• Finalize SEO Text and Tags Implementation
• Launch Directory Submission Service
• Launch Optimized Press Release Service
• Launch Comprehensive PPC Campaign
• Develop Custom Link-Building Strategy
• Launch Reputation Management Service
• Deliver Comprehensive Monthly Reports

Phase 3 - Refinement
• Conduct Website Usability Analysis
• Execute Link-Building Strategy Monthly
• Distribute Optimized PR Monthly
• Monitor Brand Reputation Monthly
• Deliver Comprehensive Monthly Reports
• Assess SEO Success and Recommend Refined Strategy

Phase 4 - Advancement
• Implement Website Usability Strategy
• Execute Monthly Link-Building Strategy
• Distribute Optimized PR Monthly
• Monitor Brand Reputation Monthly
• Deliver Comprehensive Monthly Reports
• Assess All Results and Next Steps
Pay Per Click
Sponsored search ad placement with Google AdWords is a powerful and cost-effective way to
drive interested Google searchers to your website with keyword searches and phrases. Custom-
ized ads are displayed on Google.com (at the top and right of the search results page) and the
Google advertising network*.

PPC Services Include

• Search Term Research that analyzes thousands of potential search terms to identify optimal
targets based on relevancy, popularity and competition.
• Creative Messaging Concepts including a variety of titles and descriptions featuring differ-
ent benefits/offers/wording. This approach will identify the messaging that compels more peo-
ple to click through to your site.
• Tailored Titles and Descriptions, which entice searchers to click on your listing because is
has been customized as an exact match to the search query.
• Campaign Placement that sets up accounts on Google and Yahoo! and places the campaign,
using appropriate match types and campaign settings for your needs.
• Ongoing Monitoring removes under-performing search terms and replaces them with differ-
ent terms, swaps out creative messaging concepts to test their response, and adjusts bids and
budgets as necessary.
• Web Analytics Software is provided for use on your site in order to measure specific results
of your PPC campaign.
• Monthly Reporting that provides you with the number of impressions, clicks, click-through
rates, costs and conversions (sales, lead forms filled out, or other actions taken on your site),
ROI and net gain.

Additional Services
Landing Pages. We determine the ideal landing page(s) for the campaign, and if necessary, pro-
vide guidance and design concepts for custom PPC landing pages in order to maximize response.
(This service is not included in the estimate.)

*[YOURCOMPANY] will setup the online campaign through Google AdWords. Client’s credit card
will be billed directly Google AdWords for the monthly budget. However, managed fee of mainte-
nance for [YOURCOMPANY] will be billed separately.
CONTENT MANAGEMENT

[YOURCOMPANY] has extensive experience in implementing Content Management Systems

(CMS). We know that keeping website content fresh and accurate is imperative to our clients’
long-term online marketing success. That is why we have chosen Sitefinity as our CMS solution.
Sitefinity CMS is a flexible ASP.NET-based content management platform that is used for the con-
struction and management of commercial websites, community portals, intranets, etc. The Con-
tent Management System is designed with non-technical users in mind and provides tools for
easy management of the website’s content.

[YOURCOMPANY] has become the largest Sitefinity implementer in the world. With over 100 im-
plementations, we have built upon Sitefinity’s existing architecture, creating custom modules to
help our clients launch cutting edge web applications that create a competitive advantage in the
marketplace. Beyond [YOURCOMPANY]’s custom development, Sitefinity offers the following
standard features:

MS Word-like Editor - Sitefinity's Word-like text editor (RadEditor) allows you to easily edit con-
tent without any HTML knowledge. Here are just some of the things you can do using RadEditor:
Edit text, format font color and size, set indentation and alignment Insert links, images and
videos Import and clean content from Word Create tables and lists Use the multilevel undo/redo
to revert to old versions of the content

Videos, Images and Documents Manager - Content editors no longer need assistance from
the IT department to place banners and videos on the website. Uploading images and documents
is as easy as saving them to the desktop. Video content can be quickly uploaded to Sitefinity CMS
and played through the integrated video player.

Search - Sitefinity offers an advanced search service that allows you to quickly and easily find in-
formation managed by the CMS. The search indexes allow you to define which parts of the site
are being searched and how the search results are displayed.

Workflow Processes - Do you have multiple authors and editors who contribute content simul-
taneously? Not a problem. By defining a workflow process you can make sure content will be
properly reviewed and approved before going live. A powerful workflow system guarantees the
quality of the published content, ensures accountability, and facilitates the cooperation between
your editors. Workflow can be enforced on content or page level and can be easily turned off
when you decide you no longer need it.
PROJECT SUMMARY

Initial Setup

Description Cost

Web design $ 50,000

Mobile responsive $ 10,000

Content management $ 5,000

Search marketing $ 4,500

Application scope $ 2,500

Setup Total $ 72,000

Monthly Fees

Description Cost

Search marketing $ 3,500

Social marketing $ 1,500

Web hosting $ 50

Continuous improvement $ 2,000

Monthly Total $ 7,050

PROJECT TIMELINE

Estimated Project Timeline Week (Time)

Discovery Phase

▪ Determine Site Strategy 2 weeks

▪ Review Provided Content
▪ Review Information Architecture and Site Map to Determine Structure

Design Phase

▪ Internal Story Boarding 4 to 6 weeks

▪ Creative Composition Created
▪ Client Revisions to Concept
▪ Client Approves Concept

Development Phase

▪ Convert Concept into HTML (website) 4 to 6 weeks

▪ Add Content to the Website
▪ Client Review of Text and Images for One Round of Changes

Deployment Phase

▪ Rollout Website to Production System 2 to 4 weeks

▪ Full Regression Testing and Final Client Acceptance
A NEW KIND OF AGENCY
Defenders of truth, justice and effective marketing, the [YOURCOMPANY] team is a diverse group
of highly talented individuals all born with special marketing powers. Our mission: to save the
galaxy, one client at a time.

Over ten years ago we heard cries of distress coming from beleaguered businesses and decided
to take action. Operating out of our office of solitude in Atlanta, Georgia, we make the most of
cutting edge website design, social media, search marketing, and web / mobile development to
help innocent businesses defend themselves against villainous competition.

Comprised of the best and the brightest, each member of the [YOURCOMPANY] team is recog-
nized for their love of the digital solar system and a drive to finish first. We recruited a new gen-
eration of strategic and creative digital leaders into our ranks. Our numbers grow as highly quali-
fied professionals armed with fresh perspectives continue to join our cause.

Mission
To provide the highest levels of results-oriented creative, technology, and marketing solutions to
maximize business growth for our clients.
YOUR [YOURCOMPANY] TEAM
At [YOURCOMPANY], we mobilize the right people, skills and technologies to help your company
improve their bottom line. All work is performed by [YOURCOMPANY] and no work is outsourced.
What we’ve found with work that is outsourced is that it’s hard to control and deliver on time. Be-
low you will find our handpicked team for your project that will take your company to the next
level.

Job Responsibility Team Member

Strategic Commander [EMPLOYEE]

Mission Controller [EMPLOYEE]

VP of Production [EMPLOYEE]

Database Specialist [EMPLOYEE]

Multimedia Specialist [EMPLOYEE]

Graphic Specialist [EMPLOYEE]

Graphic Specialist [EMPLOYEE]

Graphic Specialist [EMPLOYEE]

Graphic Specialist [EMPLOYEE]

System Inspector [EMPLOYEE]

*Team members may change depending on availability at the time your proposal is launched.
AGREEMENT
[CONTRACT GOES HERE]

Client [YOURCOMPANY], LLC

Name: Name:

Signature: Signature:

Date: Date:

Address: Address:
CLIENT INFORMATION

Business Name

Main Number

Website Address

Contact Person

Phone Number

Email

Business Address

City

State

Zip

Billing Address

City

State

Zip

Billing Contact

Billing Phone Number

Billing Email Address