A good fee proposal does two jobs at once:
- it helps the right clients say yes
- it protects your time (and your documentation quality)
And if you’ve ever been ghosted after sending a proposal, or had a client “assume” something was included, you already know why this matters.
A strong proposal isn’t about being wordy. It’s about being unambiguous — so the client understands what they’re buying, what happens next, and what’s required to keep the project moving.
Here’s the structure I use (and teach) because it’s simple, clear, and hard to misinterpret.
Why proposals go wrong (even when the design work is excellent)
Most proposal problems come down to one of these:
- the scope is too vague (“design package” without specifics)
- there’s no decision pathway (so the project drifts)
- responsibilities aren’t stated (so you chase info and approvals)
- exclusions aren’t clear (so engineering, approvals, or admin get assumed)
- variations are treated as awkward, instead of normal professional practice
Your proposal is not just a quote. It’s a project map.
The 8 sections of a strong fee proposal
1) Project summary (plain English)
A short paragraph stating:
- what the client wants
- what you’re producing
- what the end result will enable (quoting, approvals, construction planning)
Keep it simple. This is the “yes, you understood me” section.
2) Scope + deliverables (what you will produce)
List exactly what they will receive, such as:
- concept plan(s)
- developed design drawings
- planting plan / palette / schedule
- materials selections
- construction notes or documentation set (as applicable)
- any approval drawings (if included)
If you do different service levels, this is where options shine (good / better / best).
3) What you need from the client (survey, access, decisions)
This is the part most people skip — and it’s where time leaks start.
Include dot points like:
- site survey (or how levels will be confirmed)
- site access for measuring/photos
- decision-maker attendance at meetings
- timeframe for feedback
- inspiration images / must-haves list (if relevant)
When this is stated, you stop chasing and start progressing.
4) Timeline + sign-offs
A proposal without sign-offs invites drift.
Set two decision points:
- concept sign-off
- selections sign-off (materials/planting)
Phrase it calmly:
“Sign-offs keep momentum and reduce redesign.”
5) Fees (staged, and ideally with options)
Break fees into stages so clients can see progress and value.
Examples:
- stage 1: concept
- stage 2: developed design
- stage 3: documentation / schedules
If clients are cautious, options help — but keep them clean.
6) Assumptions (the quiet protector)
This section prevents arguments later.
Examples:
- assumptions about access
- whether survey info is provided
- how many meetings are included
- what “one revision round” means
- what you are and aren’t coordinating
7) Exclusions (so nobody “assumes” engineering is included)
Write exclusions in plain English.
Common examples:
- engineering design and certification
- detailed construction drawings by others (if applicable)
- council fees / certifier fees
- builder pricing
- supply and installation
- additional site visits beyond what’s included
Clear exclusions don’t lose good clients — they protect good relationships.
8) Variations (how changes are handled)
Variations are normal. The goal is to make them feel normal.
A simple approach:
- “If scope changes, we confirm variation in writing before proceeding.”
This prevents “just one more thing” becoming your unpaid job.
Two lines that save you later (steal these)
Use wording like:
- “This proposal includes X rounds of revisions at the concept stage.”
- “Additional work outside scope will be confirmed in writing as a variation before proceeding.”
Simple. Calm. Professional.
Your 15-minute upgrade this fortnight
Open your current proposal template and add:
- a Client Responsibilities section (dot points)
- a Variations paragraph (one reusable paragraph)
- a Sign-off point (concept + selections)
You’ll feel the difference immediately — fewer grey areas, fewer awkward conversations.
Helpful links:
Usually it’s not your talent. It’s clarity, options, timing, or sticker shock without context. A clear summary, staged fees, and a next step (call/sign-off) helps.
Not necessarily. Itemising can invite line-by-line negotiation. Clear scope + staged fees is often better.
Enough to feel fair, but capped. If you don’t cap them, clients assume unlimited.