What separates a proposal that gets a reply from one that does not
A client reads twenty proposals in ten minutes — your first sentence is all you get
2 min read
A client who posts one job usually gets between ten and thirty proposals. They do not read them all the way through. They scan the first line and decide whether to keep going.
Do not open by introducing yourself
"Hello, my name is… I have 5 years of experience in this field." Every proposal starts this way. The client has seen it ten times already.
Open with something that proves you read the brief:
"You need the site loading faster before next month's launch — I had a similar case with an online store whose product images were far too heavy. Lighthouse went from 42 to 91."
Answer the three questions they are already asking
- Do you understand the job? Summarise the brief in one sentence, in your own words
- Have you done this before? One closest example. Not three
- When do you start and when is it done? Real dates, not "as soon as possible"
Ask exactly one question
A good question does two things at once: it gets information you genuinely need, and it shows you have thought about the work.
"Is the current site WordPress or custom-built? The answer changes my estimate noticeably."
Never ask something the brief already answers. That signals the opposite.
Length
Six to ten lines. Longer and nobody reads it. Shorter and it looks like a mass send.
About price
If the posting states a budget, do not undercut it heavily to win. A serious client will wonder whether you understood the scope. If you genuinely think the budget is too low, say so plainly and offer what you can deliver within it.
Attach one closest example, not three
Three links means you could not tell which one was relevant. One link with a sentence on why it is relevant shows you already chose.
If the nearest thing you have is in a different industry, say so and name the part of the problem that is the same.
Never send the same proposal twice
Clients spot a template instantly, because it never mentions anything specific to their posting.
Three considered applications beat thirty generic ones — and take less total time.
Follow up once, then let it go
No answer after five days? Send one short message: "Still interested in this one. If you've gone with someone else, no problem — just let me know."
Once is enough. Repeated chasing costs you the next opportunity as well.