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How to Write a Website Redesign Proposal to Close High Ticket Leads

Updated on August 27, 2022

12 Min Read
Website Redesign Proposal

Organizations will invite agencies to respond with a bid on their website redesign or development project when they send out a request for proposal (RFP). And then it selects the agency with the best proposal to do the job for them.

This means you must out-compete other agencies to win a website redesign project. And for that, you have to know all the strategies, tips, and efforts that go into writing a winning website redesign proposal.

That’s what you’ll learn in this piece.

But before that, let’s first understand what website redesign entails and what a website redesign RFP is.

What is a Website Redesign?

Website redesign refers to the process of changing your site, from modernizing layouts and optimizing navigation, to updating content for increased conversions and site performance.

Redesigns aim to increase website performance. Finalizing a color scheme, typefaces, logo, design elements, button colors, and button placement: are just a few of the design facets of the process.

From a coding perspective, the essentials would be reviewing and updating the content management system, for instance.

Agency Guru Martin Huntbach on Content Planning, WordPress & More

What is a Website Redesign RFP?

A website redesign RFP or “request for proposal” is a document that instructs prospective agencies on what details to include in their website redesign proposal.

As a web design agency, ensure you send a clear website redesign proposal in response to an RFP.

A quality website redesign RFP will include the following:

  • Company background and introduction
  • Budget
  • Important deadlines and timeline
  • Challenges identified with the existing website design
  • Goals with the website redesign project
  • Target audience and how the sales funnel or buyer journey works for the business
  • Desired website requirements (areas of the website that need more work)
  • Website examples for reference
  • Team’s preferred method of collaboration and communication, and team members involved from the company’s end
  • Submission instructions that include the details that all proposals should include and how they should send the proposal (where and to who)

What is the Purpose of a Website Redesign Proposal?

Say your agency has received an RFP through your agency listing on, through agency partnership directories, or a Google search result page. You are not the only agency to have received that same RFP.

You really have to stand out with your website redesign proposal!

This is how you persuade prospective clients that you are the best candidate for their project. Take your time to create a winning website redesign proposal, rather than handing over an estimate to your clients right away. Show them that you fully understand their pain points so they choose your solution.

Focus more on growth instead of drafting templates for your agency.

Visit our Agency Resource Pack to get the Web Design Proposal Template and other templates for FREE.

How to Write a Website Redesign Proposal From Scratch

Utilize the website redesign proposal template below.

1. Identify the Pain Points of the Client Website

Begin your proposal by identifying the shortcomings of the current site. Do the font, color scheme, and other design components no longer match the brand? Do any of the website’s navigation options confuse or annoy the visitors? Does your team find it difficult to plan and update content?

The process of rebranding will then help you connect with your target market. Streamlining the navigation will enhance user experience, and switching to a content management system will streamline your marketers’ workload.

Check out the template below to review your clients’ current site:

Your present website is: [LIST FLAWS]

By redesigning your website, we will fix [LIST WHAT REDESIGN WILL FIX]

In conclusion, our business will [LIST COMPETITIVE ADVANTAGES]

Stephen White, Director at Spaced Digital, has this to say about the importance of understanding what your potential client wants. 

Stephen White

The key to a winning proposal happens before the proposal is written. The most important step is the discovery call with the client before you create a proposal. Where you can qualify them and gather information to add to your proposal.

We find out their current situation and where they want to be in the future, and there is usually a big gap between the two of them. So we then show them how our solution bridges the gap.

For example, we might find out they have no clear position in the market or they don’t know who their customer is. So we then pay attention to customer research in the proposal and speak about this more and how it’s important for a website design’s success.

The template we follow is this:

– Personalized introduction page signed by me

– The challenges (their current state)

– The mission plan (their future state)

– How we plan to achieve this (bridge the gap)

– Our team building their site

– Our case studies (most relevant to them)

– The cost

– FAQs (to help with objections)

What do we think is working best for us? I’d say the FAQs section, just after the cost page. Customers have quite similar questions/objections once they see the proposal, so we try and answer them there and then in the proposal.

Proposals take a lot of time to create! So make sure you qualify your prospects with a solid set of questions before writing one.

By doing some research on a discovery call, you can figure out what budget they have and what they are missing and sell this to them. They may think they have a conversion issue, but they may have a positioning or messaging issue.”

2. Set SMART Goals for the New Website

When there are too many flaws, where do you start? To have your redesign efforts flow well, establish specific, quantifiable goals for the new website, such as:

  • Bringing approximately 10,000 new visitors each month
  • Increasing the conversion rate by 5% annually
  • Monthly creation of 50 backlinks
  • Adding 10 new subscribers every week to the newsletter

Next, prioritize the goals. Perhaps producing 1,000 qualified leads for your client’s sales team each month is your primary goal. Then, one of your secondary objectives can be to publish at least ten blog posts, training videos, and other materials each week.

Here’s a template for developing project goals:

Our main goal is: [LIST MAIN GOAL]

Our other goals are: [LIST OTHER GOALS]

Stephen Heffernan, Digital Marketing Specialist at The Connected Narrative deeply believes in setting SMART goals in the website redesign proposal: 

Stephen Heffernan

“Our standard template typically includes the following:

  1. A clear and concise overview of the proposed project, including its goals, objectives, and deliverables.
  2. A detailed analysis of the current website, including its strengths and weaknesses.
  3. A well-defined plan for how the redesign will address the identified problems with the current site.
  4. A proposed timeline for the project.
  5. A concise yet clear explanation of the agency’s process for designing and building websites.
  6. A detailed estimate of the project’s costs.
  7. A summary of our relevant experience, including links to previous website redesign projects.
  8. Testimonials from happy clients.
  9. A list of any additional services we provide, such as search engine optimization (SEO) and social media marketing.
  10. A call to action, showing the client what to do next if they’re interested in working with us on the project.

Being upfront and honest about what is and isn’t possible, and being very clear about the scope of the project has worked best for us. We also work hard on setting realistic expectations with regards to timelines and budget from the start. This way, there are no surprises down the road and everyone is on the same page from day one.

Some advice from Stephen Heffernan:

  1. Ask a lot of questions – learn as much as you can about the client’s business, their target audience, and their competition. The more you know, the better equipped you’ll be to identify problems and offer solutions which will help you close the deal.
  2. Offer a detailed analysis – show the client that you understand their current website and its shortcomings. Then, present a well-defined plan for how the redesign will address these issues.
  3. Be realistic – set realistic expectations with regards to timelines and budget from the start. No one likes surprises, so be upfront and honest about what is and isn’t possible.
  4. Focus on the client’s needs – at the end of the day, the website is for them, not for you. So make sure that your proposal focuses on their needs and objectives, and demonstrates how you will help them to achieve it all.
  5. Have a strong portfolio – showcase your previous work in the proposal, and include testimonials from happy clients. This will give the client confidence in your ability to deliver on the project.
  1. Offer additional services – in addition to the website redesign, you may like to offer services such as SEO and social media marketing. This will show the client that you can handle more of their digital marketing needs.
  2. Call to action – include a strong call to action at the end of the proposal, telling the client what to do next if they’re interested in working with you.”

3. Decide on the Functionality of Your Client’s New Website

Next, describe what is required for your client’s website to achieve these objectives. You can also add optional functionality, but be cautious about specifying which features are an absolute must and which are merely desirable extras.

For instance, having a blog on your client’s website might be a requirement, but you might also look into creating a comprehensive resource center with sophisticated search capabilities. Just obtaining the basic minimum approval on such recommendations will help you achieve your goals, even as you add more value beyond those primary goals.

For instance, a blog by itself can increase the website’s organic traffic. However, the comprehensive resource center could be value-additive. Don’t shy away from recommending extended functionality features that align with the primary functionality requirement.

Here’s a template for describing the features you need:

To fulfill your top priority, we need to: [LIST REQUIRED FUNCTIONALITY]

To help complete your other goals, we suggest: [LIST OPTIONAL FUNCTIONALITY]

Travis Lindemoen, Managing Director of Nexus IT Group says the following about deciding on client’s new website’s functionalities: 


“A website overhaul should not just alter the visual appearance. It should improve its functionality, particularly with regard to sales and conversions. What metrics does your client want to enhance with the makeover of their website? They may like to acquire more email addresses, sell more of their flagship product, or encourage consumers to purchase bundles. Knowing these objectives beforehand enables you to concentrate on obtaining precise outcomes with your redesign. For instance, you may A/B test their registration forms and lead magnets in order to increase their email conversions.”

4. Set Deadlines and Calculate Cost

Finally, you need to estimate the cost and duration of the redesign and share these with your client organization and other stakeholders.

Clearly outline the line items that make up the total cost. Declare your choice of Content Management System (CMS) at the outset. If it is proprietary, include the software’s per month cost.

Consider hosting, SSL certification, and any premium themes and extensions you’ll need to buy if the software is open-source. Calculate the cost of any freelancers you hire to assist with redesigning your client’s website: divide the hourly rate by the anticipated project duration.

When you know that it takes 12 to 14 weeks to redesign a conventional website, you can divide that time into more manageable dates. How long will it take to choose a CMS? When do you think the revamp should begin? When do you plan to unveil the newly updated website?

Here is a sample for budget breakdown and project schedule:

The estimate of the redesign is: [LIST THE WHOLE SUM]

The estimate’s line-item breakdown is shown below: [LIST COSTS IN TABLE]

The revamp will take around: [LIST THE TOTAL WEEKS]

An estimated timeline for the redesign is provided below: [LIST STAGES OF REDESIGN]

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An Example of a Website Redesign Proposal

Every proposal for a website redesign should follow the same structure. There’s no need to go extra with the content or details. A problem statement, a suggested solution, and an estimation of the project’s time and financial requirements take center stage. Even if you were creating a website development proposal for your client the format would be more or less the same.

Let’s take an example of a fictional company – I’ll name it XYZ – and get a better understanding of the main components of a website redesign proposal.

  • Problem Statement

The proposal starts off by outlining the issues with XYZ’s present website, including how challenging it is to develop pages on the back end, and for visitors to navigate. The site is witnessing a larger bounce rate and fewer page visits as a result of these navigational and design concerns, which are then linked to metrics.

This could be the most difficult part when crafting a web redesign proposal. But it is extremely necessary. What you need to do is to discover the source of the client’s issue. The client generally won’t be very excited about talking about the business’s issues so openly in public.

Moreover, not all business owners have experience in marketing. They might not be fully aware of the issue; all they know is that something is to blame for the declining sales.

You’ll need to do some digging. Discover the root of the issue. After that, you can start looking for a solution. The proposal will now further tell how a website redesign will deal with and address these problems.

  • Solution Overview

The aims of the redesign and the functionality that needs to be implemented in the new site to complete these goals are separated into two areas of the suggested solution.

The main goals of XYZ’s redesign are: moving to a CMS, enhancing front-end site navigation, and implementing a responsive and modernized design. The secondary goals are also mentioned in the plan, including enhanced audience interaction and social media integration.

This is how a great proposal looks like for Adam Olson, Marketing Manager of Home Service Direct Marketing Agency:

Adam Olson

“My winning website redesign proposal template includes:

– Assessment – this is where I pinpoint the strengths and weaknesses of the current website based on the business’ specific goals and needs. I also show the client how we can improve the website.

– Overall Process – this summarizes the process of a website redesign, including the timeline, and establishes expectations for the client.

– Website Redesign Services – the website redesign process and the services included in every stage are discussed here in detail.

– Pricing and Billing – The breakdown of costs and payment terms are laid out in this part.

– Our Team

– Portfolio – with before and after images of the website we redesigned

When it comes to creating a website redesign proposal template, speak honestly on the Assessment page. If the website sucks big time, discuss it. Don’t sugarcoat, but make sure you still communicate with courtesy in your tone and voice. A website agency that can identify website issues can also make meaningful improvements.”

Now that you know what an ideal proposal looks like, it’s time to move forward to the next step. Next, we will discuss the particular features needed to accomplish these objectives, such as a responsive design and connectors with Facebook, Twitter, LinkedIn, and Pinterest.

  • Time and Budget Estimates

A predicted schedule and budget are mentioned in this section. Stakeholders at XYZ will ask more questions about the budget, schedule, and the suggested start and launch dates for the new site. Additionally, they could request price quotes from CMS providers who provide the aforementioned necessary features.

These queries can be anticipated and answered in your own redesign proposal.

This is how important time and budget estimates are for Adam Hempenstall, CEO and Founder of Better Proposals:

Adam Hempenstall

“Our winning website design proposal also comes with a Process and Timescales section where our clients can explain how they do what they do and how much each stage is going to take.

Seeing is believing, so always include a case study. Our clients can easily edit this section as well and create their own case studies.

The pricing section needs to be easy to understand, so our advice is to use a pricing table and the finished pricing section. This way clients can sell individual design pieces, add upsells, etc.

The step is essential, and this is something that sets our web design proposal apart from much of the competition: We include the Next Steps section which gives the prospect clear instructions on how to proceed to seal the deal. They have an option to sign the proposal hassle-free by using a digital signature and pay directly from the proposal using integrations with PayPal, Stripe, and GoCardless.”


It can be difficult to win a website redesign project without a well-structured website redesign proposal. The above information can help you build a website redesign proposal (in response to a website redesign RFP) that clearly communicates the solution to your client’s present website issues and offers a roadmap for expansion.

Q1. What needs to be included in a web redesign proposal?

There are four pointers that need to be included in a web redesign proposal: figuring out the pain points of your clients website, setting SMART goals for the new website, deciding on the functionality of your clients new website, setting deadlines, and calculating cost.

If you include all these in your website redesign proposal, you’ll be able to impress your clients easily.

Q2. How much do designers get paid for a website?

The standard rate for web designers is $75 per hour. For set up, design, build, and content for a simple website, the average cost is $6,760. A company website may cost anywhere between $5,000 and $10,000. This sum also accounts for client upkeep and instruction.

Q3. When should a website be redesigned?

As a general rule, your client should redesign their website every two to three years. Simply put, the likelihood is that your client’s website is out-of-date if it is older than three years, which is a lifetime in the digital world.

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Sadia Zia

I work as a Senior Digital Content Producer at Cloudways. Creating content keeps me busy for the most part, but I relish discovery, adventure, and thrive in challenging situations and environments.


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