Agencies pitch 20-30 times before landing one major client.
The difference between winners and losers? Proposal quality.
Most agencies send generic PDFs. Winners use structured presentations that prove value with data.
This guide shows agency proposal templates for different scenarios. Pick what matches your agency type. Customize for each pitch.
What is an agency proposal?
An agency proposal is a structured presentation showing how your services solve client problems.
It's not a capability deck. Not a quote. It's a strategic document that connects client challenges to your solutions.
Good proposals answer three questions:
- What specific problem are we solving?
- How will we solve it better than competitors?
- Why should they trust us with their budget?
Proposals follow a clear structure. Problem first. Solution second. Proof third. Investment last.
They differ from pitch decks. Pitch decks introduce your agency. Proposals close deals.
Digital proposals beat PDFs. They track engagement, update instantly, allow team collaboration. When prospects spend 5 minutes on your case study slide, you know what matters.
Agency proposal examples by type
Below: proven templates for different agency types. Interactive previews let you scroll through each presentation. Click to edit or open in new tab for detailed view.
Design & creative agencies
Design agency
Complete framework for design agencies pitching branding, web, or motion projects.
20+ slides covering process, portfolio, case studies with ROI metrics. Shows how design drives business results, not just aesthetics.
Best for agencies with 5-50 people competing for enterprise contracts.
Creative agency
Built for integrated creative campaigns across all channels.
Balances creative showcase with performance data. Includes brand audit, creative concepts, campaign metrics.
Use when positioning as strategic creative partner, not just execution vendor.
Interior design proposal
Specialized for residential and commercial design projects.
Covers design philosophy, site analysis, mood boards, floor plans, material selections with costs. Before/after comparisons demonstrate transformation.
Perfect for pitching renovation projects or new construction design.
Digital marketing agencies
Digital marketing agency
Multi-channel template for full-service digital agencies.
Shows how SEO, PPC, social, and email work together. Includes channel analysis, conversion funnels, integrated metrics.
Use when clients need comprehensive digital transformation.
Social media marketing agency
Platform-specific strategies with content examples and growth metrics.
Shows actual post mockups, engagement benchmarks, community building tactics. Connects social metrics to revenue.
Best for agencies specializing in social-first strategies.
SEO audit
Technical findings in client-friendly format.
Turns site crawls into actionable recommendations. Traffic analysis, competitor gaps, 90-day roadmap with clear priorities.
Use for discovery presentations and initial audits.
SEO report
Monthly reporting for ongoing SEO clients.
Tracks organic growth, keyword rankings, conversion improvements. Shows progress with clear next steps.
Built for retention conversations and upselling.
Advertising & PR agencies
Advertising agency
Performance-focused template for data-driven agencies.
Every slide connects creative to revenue. Channel performance, media mix optimization, ROI projections.
Perfect for ecommerce, SaaS, and lead generation clients.
PR pitch deck
Media relations and reputation management focus.
Features coverage samples, earned media value, crisis management protocols. Shows how PR impacts business metrics.
For agencies selling strategic communications.
Communication strategy
Strategic planning for internal and external communications.
Message architecture, channel selection, stakeholder mapping. Connects communication to business objectives.
Use for corporate clients needing comprehensive communication overhaul.
Consulting & strategy agencies
Consulting pitch deck
Built for management and strategy consultants.
Problem diagnosis, solution framework, implementation roadmap. Shows methodology and past transformation results.
Works for any consulting vertical: operations, digital, organizational.
Strategic plan
Annual planning and long-term strategy development.
Market analysis, competitive positioning, growth initiatives. Maps strategy to execution with clear metrics.
Use when positioning as strategic partner for C-suite.
Market research
Data-driven insights and market analysis.
Audience research, competitor benchmarking, opportunity identification. Backs recommendations with solid data.
Perfect for agencies leading with research and insights.
Universal project proposals
Project proposal
One-time projects with defined scope.
Clear deliverables, timeline, budget breakdown. Phases with milestones and approval points.
Works for any project: website redesign, campaign launch, brand refresh.
Partnership proposal
Strategic partnerships and long-term collaborations.
Mutual benefits, resource allocation, success metrics. Shows how partnership creates value for both sides.
Use for joint ventures, referral partnerships, co-marketing deals.
Sales proposal
Revenue-focused proposals for any service.
ROI calculations, payback period, growth projections. Positions your service as investment, not cost.
Universal structure that adapts to any agency service.
Most proposals fail before the client finishes reading.
Here's what kills deals:
Too much about the agency
Clients don't care about your office photos. Or your company history. Or your mission statement.
They care about their problems. And how you'll solve them.
Yet most proposals spend 10 slides on agency credentials. Two slides on client challenges.
Fix: Lead with their problem. Show you understand their business. Then introduce your agency as the solution.
Generic templates without customization
Sending the same deck to every prospect shows laziness.
"We help businesses grow" means nothing. "We'll increase your B2B SaaS trial-to-paid conversion from 14% to 22%" means everything.
Prospects spot generic proposals instantly. They see competitor names left in. Industry examples that don't match. Strategies that ignore their specific situation.
No concrete results
"We've helped many clients succeed" doesn't convince anyone.
Numbers convince. "Increased client revenue by $2.3M in 6 months" does.
Most agencies hide behind vague claims. No metrics. No proof. No specific outcomes.
Show exact results. Name clients if possible. Include timelines. Make success measurable.
Poor structure and flow
Random slide order confuses prospects.
Jumping from pricing to team bios to case studies breaks narrative flow. Prospects lose the thread. They stop reading.
Follow problem → solution → proof → investment. Every slide should build on the previous one.
Overwhelming complexity
50-slide proposals don't get read. Neither do walls of text.
Information overload kills engagement. Prospects want clarity, not comprehensive documentation.
One idea per slide. Headlines that tell the story. Visuals over paragraphs.
Missing pricing or buried costs
Making prospects hunt for pricing frustrates them.
Hiding costs until slide 47 wastes everyone's time. Vague "starting at" pricing creates distrust.
State investment clearly. Show what's included. Explain ROI to justify costs.
No clear next steps
Proposals that end with "Questions?" go nowhere.
Prospects need specific actions. Book a call. Sign a contract. Start a pilot project.
Without clear CTAs, deals stall. Energy dissipates. Competitors swoop in.
5 core elements of agency proposal
Winning proposals share five core elements. Miss one, lose the deal.
1. Problem/Solution fit
Start with their expensive problem. Make it cost money.
"Your conversion rate sits at 2.1% while competitors average 4.3%. That gap costs you $890K monthly in lost revenue."
Then position your solution as the fix. Connect every service to solving that specific problem.
Don't list services. Show how each service addresses their pain points. SEO fixes their organic traffic drop. Paid ads capture competitor traffic. Email automation converts more trials.
2. Proof through case studies
Talk is cheap. Proof sells.
Include 2-3 relevant case studies. Same industry works best. Similar problems second best.
Structure each case study:
- Client situation before you
- What you did specifically
- Results with hard numbers
- Timeline to achieve results
"Increased Acme Corp's qualified leads by 312% in 4 months through integrated PPC and content strategy. Generated $1.2M in new pipeline."
3. Clear process and timeline
Vague promises create doubt. Specific roadmaps build confidence.
Map your first 90 days. Week by week if possible. Show exact deliverables and milestones.
Month 1: Technical audit, competitor analysis, strategy development Month 2: Campaign launch, content production, testing framework Month 3: Optimization based on data, scaling winners, monthly reporting
Include approval points. Show when you need their input. Make collaboration clear.
4. Team and roles
Prospects buy people, not agencies.
Introduce who'll actually work on their account. Not your entire staff. The specific team.
"Sarah (Strategist): 7 years B2B experience, managed $2M in ad spend for SaaS clients Tom (Designer): Specialized in conversion-focused landing pages, improved CVR by avg 43% Maria (Account Manager): Your main contact, responds within 2 hours"
Include LinkedIn profiles. Let them verify expertise.
5. Investment and ROI
Price without context scares prospects. Price with ROI projection excites them.
Show three-tier pricing. Good, better, best. Make the middle option most attractive.
Calculate return: "Based on your current traffic and our average 2.1x conversion improvement, expect $234K additional revenue monthly. Investment: $45K/month. ROI: 420% in first year."
Include what's NOT included. Prevent scope creep upfront.
Payment terms matter. Net 30 is standard. Offer discounts for quarterly prepayment.
Start winning more deals today
Professional proposals win deals. Generic PDFs don't.
Use the templates above. Pick your agency type. Customize with real metrics. Track engagement.
Most agencies guess what resonates. You'll know exactly which slides convert prospects.
Ellty shows when prospects view, how long they stay, what they share. Use data to close deals faster.
Create your winning proposal →
First three slides decide everything. Make them count.
