Free Resource
The Website Proposal
Checklist.
Everything you need to evaluate a web agency proposal — what should be included, what the pricing means, and the red flags that should make you walk away.
The Checklist
What every proposalshould include.
Itemized scope with exact page count and features
You should see every page listed by name, every integration spelled out, and every feature accounted for. If the scope says 'custom website' with no specifics, that's not a proposal — it's a guess.
Timeline with milestones — not just '4-6 weeks'
A real timeline breaks the project into phases: discovery, design, development, review, launch. Each phase has a date. You know exactly when to expect what.
Content plan — who writes copy, sources images, handles SEO
Content is where most projects stall. The proposal should state who writes the copy, who provides images, and who handles the SEO research. If it's silent on content, expect delays.
Technology and hosting — what platform, who owns the code
You need to know what your site is built on, where it's hosted, and whether you own the code if you leave. If they won't answer this, they're locking you in.
SEO deliverables — title tags, schema, sitemap, Core Web Vitals targets
Every site needs SEO from day one. The proposal should list specific deliverables: meta tags, structured data, XML sitemap, page speed targets. 'SEO-friendly' alone means nothing.
Revision policy — how many rounds, what counts as a revision
Unlimited revisions is a myth. You want a clear number of revision rounds and a definition of what constitutes a revision vs. a scope change. This prevents surprise invoices.
Post-launch support — maintenance, security, training
The site doesn't end at launch. Your proposal should cover what happens after: security updates, performance monitoring, bug fixes, and training on how to manage your own content.
Red Flags
Walk awayif you see these.
These are the signs that an agency is more interested in closing you than serving you. Any one of these should give you pause. Two or more? Run.
Vague scope with a fixed price
No mention of content responsibilities
'SEO-friendly' with no specifics
Won't say who owns the code
No post-launch plan
Pressure to sign within 24-48 hours
See It In Practice
Want to see what a transparent proposal looks like?
We send every prospect an itemized proposal with scope, timeline, technology, and pricing — before asking for a dollar.