Free Copywriting Proposal Template

We went from spending hours on every proposal to creating fully customized ones in under 5 minutes. That's not an exaggeration - we timed it.

What this proposal contains

1) In brief

You’ll have a website that explains what you do in plain words, sounds like it could only belong to you, and turns the right visitors into enquiries without overpromising or padding the page.

We’ll write website pages that sound like you, use your real details, and give visitors a clear next step instead of a scenic paragraph. This proposal covers the Website Copy Package, how we’ll work, what you’ll get, and what it costs.

We start by pulling the true raw material out of your head and your day to day work, then we shape it into a simple page structure with clean, specific sentences. We’ll draft, you’ll react, we’ll tighten, and we’ll keep the wording anchored to what you actually do and what a visitor needs to decide.

2) A bit about us

We write website and email copy for wineries and firms, and most of our work starts the same way. The design looks good, the photos are strong, but the words read like they could be swapped with any other business. We do the unglamorous part properly: we ask for the specifics, then write them back as clear, usable pages.

We get picked when the stakes are real, like a seasonal rush, a new build going live, or a tasting room that needs better-fit enquiries. We don’t paste in stock phrases, and we don’t hide behind vague claims. We show you the draft in the actual page layout, because copy that works in a doc can fall apart on a screen.

3) Meet the team

You’ll work with four of us, and you’ll always know who is writing, who is editing, and who is keeping the pages moving.

4) One from last season

This is a useful reference point for how we handle specific details without turning the page into a brochure.

A winery relaunching their website ahead of peak-season bookings and club sign-ups. Their site had beautiful imagery, but the words were mostly scenery and heritage. Visitors could not quickly see what to book, what to buy, or why this place was different, and the pages all sounded the same as their neighbours.

We interviewed the winemaker and tasting-room lead, pulled out the concrete hooks people asked about in person, and built the Home, About, and key experience sections around those. We wrote simple calls to action and cut the filler, then checked every page against the real navigation and booking flow.

Within 3 weeks of launch, the tasting booking form submissions rose by 38%, and the team stopped answering the same “what do you offer?” questions by email each day.

“We gave them real notes and messy thoughts, and the pages came back clean, specific, and genuinely us. The enquiries got clearer within the first week.”

Tasting-room manager, a working cellar door

5) Homepage copy (final)

A complete Home page draft, written to your actual sections, with headlines, body copy, and clear calls to action that match what you want visitors to do.

ABOUT PAGE COPY (FINAL)

An About page built from a short interview, shaped into a story that reads like you speak and answers the questions visitors silently ask.

SERVICES PAGE COPY (FINAL)

A Services page with a clear structure, service descriptions that use real particulars, and a layout-ready flow that avoids bullet lists of vague benefits.

6) Contact page copy (final)

Contact page copy that sets expectations, points people to the right channel, and gets better first messages by telling them what to include.

SEO LANDING PAGE SET

A set of SEO landing pages written to agreed topics and keywords, with introductions, page structure, and copy that reads naturally while still doing its ranking job.

TONE OF VOICE CHEAT SHEET

A short guide you can hand to anyone on your team, with your do’s and don’ts, sample phrases, and a few rules that keep future pages consistent.

7) Pricing

Pick the level that matches how much needs rewriting, and how much help you want shaping the Services page and the SEO landing pages.

8) Get started

If the scope here matches what you need, we can lock in a start date and get the first interview on the calendar.

1. Sign this proposal to accept the scope and price. 2. Send your existing pages, sitemap if you have one, and any keyword notes. 3. Book the kickoff call, then we’ll start the first drafts.

9) Can you write to our site map, or do we need one?

Either works. If you already have a sitemap, we’ll write to it. If you don’t, we’ll propose a simple page list and section structure first, then we’ll write once you’ve confirmed what pages you want live.

HOW MANY ROUNDS OF EDITS ARE INCLUDED?

You get two rounds of edits on each page, based on one set of consolidated notes per round. If more rounds help, we can add them, but two is usually enough when the interview is done properly.

10) Do you need to interview us, or can you work from notes?

An interview is best for the About page and for any offer that’s hard to explain. If you already have solid notes, we can work from those, but we’ll still ask a short list of follow-up questions to get usable specifics.

WILL THIS FIT OUR SEO GUY’S KEYWORDS WITHOUT SOUNDING FORCED?

Yes, if we agree the keyword list before we draft. We’ll place the important terms where readers expect them, then we’ll rewrite any awkward line until it reads cleanly out loud.

11) Payment

We book your start date with a 50% deposit. The remaining 50% is due when we send the final page set. Invoices are due within 7 days.

Timeline. Most projects take 2 to 3 weeks from kick-off to final, depending on how quickly we get inputs and feedback. We’ll confirm dates in writing once we’ve booked you in.

What we need from you. Before we write, we’ll need your site map (even a rough one), any must-keep facts, and access to existing copy. We’ll also need one interview slot for the About page.

Edits. Each page set includes two rounds of edits. A round means one consolidated list of changes from your side. Extra rounds are billed at R1,200 per hour, with time agreed first.

12) Changes to scope

If you add pages, change the site map midstream, or expand the SEO landing page set, we’ll price the change before we write it. We won’t surprise you with added fees after the fact.

SEO keywords. We can write to your SEO person’s keyword list and page briefs, as long as they’re supplied before we draft. We’ll keep phrasing natural, and we’ll flag any keyword use that reads forced.

Ownership. Once the invoice is paid in full, you own the final approved copy for the pages in this package. We keep the working drafts and notes so we can support future updates if you want them.

Confidentiality. Anything you share with us for this project stays between our teams. If we’d like to show a page as a sample later, we’ll ask first and we’ll accept a no.