Web Proposal Writing Ebook

Web Proposal Writing
How to prepare and write a professional Web design proposal
NIGEL GORDIJK
Common Sense Design, Web Proposal Writing
Contents
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Document Copyright .......................................................................................................................................... 6 Change Control..................................................................................................................................................... 6 Introduction ....................................................................................................................................................... 7 How This Guide Is Structured ............................................................................................................................... 8 What This Guide Does and Doesnt Cover .............................................................................................................. 8 Its Okay To Say No.......................................................................................................................................... 9
Needs Analysis .................................................................................................................................................. 10 Try To Meet In Person........................................................................................................................................ 10 Meet The Right People ....................................................................................................................................... 10 It Takes Time ..................................................................................................................................................... 11 Be Flexible ......................................................................................................................................................... 11 Remember ...................................................................................................................................................... 12
Sample Questionnaire ....................................................................................................................................... 13 About The Client ................................................................................................................................................ 13 About The Clients Web Site ............................................................................................................................... 16 What Are Your Objectives For Your New Web Site? ............................................................................................ 18 Site Marketing ................................................................................................................................................... 24 Post-launch Maintenance .................................................................................................................................... 25 Web Site Budget ................................................................................................................................................ 27 Any Additional Comments? ................................................................................................................................. 27
Writing Your Proposal...................................................................................................................................... 28 Front Cover ........................................................................................................................................................ 28
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Copyright Statement ........................................................................................................................................... 28 Executive Summary ............................................................................................................................................ 29 Current Situation................................................................................................................................................ 29 Target Audience ................................................................................................................................................. 29 Project Goals ..................................................................................................................................................... 29 Creative Strategy................................................................................................................................................ 30
Technical Strategy.............................................................................................................................................. 30 Implementation Process...................................................................................................................................... 30 Client consultation leading to the Project Brief .................................................................................................... 31 Design direction and development........................................................................................................................ 31 Prototype ........................................................................................................................................................... 31 Implementation .................................................................................................................................................. 31 Development Budget ........................................................................................................................................... 31 Definitions.......................................................................................................................................................... 32 Fee Schedule ...................................................................................................................................................... 32 Development Schedule ........................................................................................................................................ 32 Conclusion.......................................................................................................................................................... 33 Team Biographies............................................................................................................................................... 33 Contact Details ................................................................................................................................................... 33 Case Studies ....................................................................................................................................................... 33 And finally ...................................................................................................................................................... 34 Check your spelling ............................................................................................................................................. 34 Get someone to proof read it ............................................................................................................................... 34 File format ......................................................................................................................................................... 34
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Covering letter.................................................................................................................................................... 34 6 Sample Web Project Proposal.......................................................................................................................... 35 6.1 Situation Analysis ..................................................................................................................................... 36 6.1.1 Introduction .................................................................................................................................. 36 6.1.2 Client and Project Overview............................................................................................................ 36 6.1.3 Target Audience ............................................................................................................................ 36
6.1.4 Web Site Objectives ....................................................................................................................... 37 6.1.5 Current Situation ........................................................................................................................... 37 6.1.6 Design Considerations .................................................................................................................... 38 6.2 The Way Forward ..................................................................................................................................... 39 6.2.1 Branding and Consistency .............................................................................................................. 39 6.2.2 Visual Appearance and Search Engines........................................................................................... 39 6.2.3 Web Site Structure ........................................................................................................................ 40 6.2.4 What Makes A Successful Web Site?.............................................................................................. 42 6.3 Project Process ......................................................................................................................................... 43 6.3.1 Design Direction ............................................................................................................................ 43 6.3.2 Design Development ....................................................................................................................... 44 6.3.3 Technical Development and Launch ................................................................................................ 45 6.4 6.5 6.6 Work For Review ...................................................................................................................................... 46 Project Timeframes................................................................................................................................... 47 Budget ...................................................................................................................................................... 49 6.6.1 Web Site Design and Programming ................................................................................................ 49 6.6.2 Post-launch Site Maintenance ........................................................................................................ 49 6.6.3 Fee Schedule ................................................................................................................................. 49
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6.6.4 Payment Terms ............................................................................................................................. 50 6.6.5 Notes ............................................................................................................................................ 50 6.7 6.8 What Happens Next?................................................................................................................................. 51 About Common Sense Web Design ............................................................................................................. 52 6.8.1 Client Testimonials ........................................................................................................................ 53 6.8.2 In The News .................................................................................................................................. 53
6.9
Contact Details.......................................................................................................................................... 54
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Document Copyright
Nigel Gordijk owns the copyright for this document and all its contents. This document should be considered private and confidential and may not be shared with any third party without the prior written permission of Nigel Gordijk.
Change Control
First draft .....................................................................................................................................Tuesday 5 April 2005 Second draft................................................................................................................................. Monday 24 July 2006
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Introduction
When a potential client approaches you to see if you can handle their projects, how do you prove yourself without resorting to creative output? The answer is to write an informative and insightful project proposal. This document shows you how. Before you begin working for a potential client, you need to win their confidence by proving you're capable of meeting their
requirements. Sometimes this is a formal process where the client has issued a Request For Proposal (RFP), which means that you'll be competing against others to win the project. Alternatively, a client may approach just one supplier to see how they would handle the job. There is an excellent article about responding to RFPs on the Web site of American design magazine, HOW (www.howdesign.com). I'll be discussing my method for handling the direct approach. As I'm primarily a Web designer much of the advice has a slant towards online projects, but much of it may prove helpful for any client project. If youre self-employed either as a sole trader or as the head of a small Web consultancy then youll need to develop business skills that are outside your initial core expertise. Dont be daunted by this; its just another part of the challenge that can make it so rewarding when running your own business especially when you get it right. Communicating with clients, either verbally or in writing, is a vital skill that you need to master if your business is to be a success. This guide will help you become more confident when you analyse what it is that the client needs, then prepare and submit your written proposal. You may not get it right first time (or, indeed, every time) but by taking a methodical approach to developing project proposals, youll greatly increase your chances of success.
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How This Guide Is Structured

This guide is divided into four main sections: Needs analysis: This describes the process I use for getting the information I need from clients, which will enable me to produce the content of the project proposal.
A sample questionnaire: A list of the questions I ask when conducting the clients Needs Analysis. Proposal structure: A description of the information your proposal should contain. A project proposal template: A fictitious client proposal document, which you can use as a template for your own proposals.
What This Guide Does and Doesnt Cover

As mentioned above, this guide covers the production of a project proposal for a client who has contacted you directly, rather than with a formal request for a proposal. An RFP typically involves a client sending a selection of suppliers a questionnaire that addresses a strict set of requirements. Government organisations usually prefer this kind of proposal gathering technique. Ill be discussing a less formal approach and showing you how I consult with clients so that I can glean their project objectives. This guide doesnt teach you how to get potential clients interested in you in the first place. It assumes that the client has got in touch with you and asked you to supply a quote or project proposal. The preparation and submission of a project proposal is what happens after youve got your foot in the door.
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Its Okay To Say No

Its important to realise that, sometimes, potential clients are contacting many different suppliers so that they can get hold of plenty of quotes. In my experience, this turns the whole process of selecting a supplier virtually into a lottery, and I prefer not to commit too much time in these cases. This is a personal choice that only you can make, but consider that the Needs Analysis stage can take at least an hour, and a well-researched proposal can take you two hours to write. Think how
much time youll have wasted if you are just one of a dozen consultants that the client has asked to quote. It helps to pre-qualify the client by asking (a) how many other companies are being asked to quote, (b) what the deadline is and (c) what the budget is. It can be a tough decision, but sometimes you just have to say a polite No. Before you go too far down the line, it makes sense for you to find out if the client can actually afford to use your services. Dont be shy: just come out and ask what the budget is for the project. Theres no point in supplying a written proposal for an all-singing, all-dancing Web site if the client can only afford a few hundred dollars. When you ask for the budget, be honest and tell the client that you dont want to waste their time or yours by coming up with a solution that they simply dont have the funds for. Sometimes, the client answers something like, I dont know. If they really cant give me an answer, then I gracefully withdraw from the project. If they havent set aside a specific amount for their sites design and development, then they arent serious. Any proper business must have an idea of how much they can afford to pay. Its important to weed out the tire-kickers.
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Needs Analysis
The first step in writing a professional proposal is to speak to the client so that you can understand what it is that they actually want. The more information you get at this stage, the more accurate your proposal will be. And the more accurate your proposal, the more likely it is that youll win the job.
By asking plenty of the right questions, youll be able to extract relevant information from the client. This will make it easier for you to determine the best solution for their needs. Im refining the process all the time, and I expect you may want to make your own amendments to it.
Try To Meet In Person

Whenever possible, I try to conduct this research with the client face-to-face. Sometimes you can pick up nuances and signals from the client when youre sitting opposite them which you wouldnt if you were speaking on the phone or communicating by email. This isnt always possible, though, particularly when the client is geographically far away from you. For example, I have clients in other parts of the country, which makes it economically unfeasible to meet them in person. Of course, you could use video conferencing with resources such as a Web cam, microphone and MSN Messenger (http://messenger.msn.com/).
Meet The Right People

Make sure that the person youre consulting with holds a high enough position in the company to make decisions. Youll get nowhere if the clients answer to most of your questions is, Ill have to get back to you. No matter the size of the company youre trying to win work from, your client is typically a small group of people, or even just one individual. Its likely that there will be a combination of people who will have project input during the planning and decision-making phases. Identify who will make the final decision and who will have some input.
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It Takes Time
Allow at least an hour for this research; it often takes me about one and a half hours. By taking your time and being methodical using this questionnaire will help the client often realises that their project is much more detailed than they initial thought. Try not to be too mechanical; after all, this should be a conversation, not an interrogation. When youve asked your question, just sit back and listen to the reply.
By being thorough and detailed in your approach, you will go a long way to building the clients confidence in your ability to deliver what they need. However, this isnt just about you: its about the client. For you to win the project there has to be a rapport between you and the client, and this can only happen if they feel that you are someone that they can converse with, rather than be dictated to. To show that I am not just working my way through a questionnaire in a robot-like fashion, I also make notes in my notebook. This demonstrates that the client has made a unique point that isnt covered by prescribed questions Ive asked other prospects. These notes are also a helpful reminder of things the client has said. Many of the questions youll be asking may seem pretty obvious to you, because youre an experienced Web consultant. But these may be points that the client hadnt considered, either because they didnt realise that they are important or simply dont know anything about; for example, domain name registration, hosting or content management.
Be Flexible
The following section of this guide shows a structured set of questions that you can use as a guide for assessing your clients needs. Ive tried to be as definitive as possible, but, depending on the type of Web projects you do, there may be some questions that arent relevant and some that you want to add. I stress that this is only intended as a guide. Im always flexible with this because every client is different; some may simply want a brochure site that describes what their business does, whilst others may require a full-blown ecommerce extravaganza.
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The Needs Analysis meeting isnt the time and place for providing solutions on the fly. This is your learning phase, so your role is to ask questions and make note of the responses. You might feel tempted or coerced to offer a solution straightaway: dont! Make sure you have all the information you need about the client's situation before you provide any solutions. You dont want to end up painting yourself into a corner.
Remember
you arent trying to learn how to run the clients business. You only need to find out enough so that you can meet their Web site requirements. Give the client credit for knowing their business.
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Sample Questionnaire
About The Client
Contacts name:
Your companys name:
Position or job title:
Phone number:
Mailing address:
Email address:
What is your current Web site URL (if any):
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How many employees do you have?:
How long have you been in business?:
Your industry:
Intended market:
Demographics of market:
Who are your current customers?:
Why will people buy from your company?: (e.g. price or service quality)
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Who are your competitors, both on- and offline?:
What are their Web site URLs (addresses)?:
What do they do better than you?:
What do you do better than them?:
Do you currently do any offline marketing?:
How do you presently generate business?:
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About The Clients Web Site

Have you registered a domain name registered?: (e.g. www.yourcompany.com)
If you already have a URL, what is it?:

Which company hosts your existing Web site?:
Do you know how much they charge you for hosting each per year?:
How many pages are there in your current site?:
What are the objectives of your current site?:
How many visitors does your current site get?: (daily, weekly, monthly)
How long do they visit the site for?
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Are there any features or functions of the current site that you would you like to keep?:
Which ones do you want to get rid of?:
Which products and site pages are most popular?:
Have you had any feedback about your current site?:
Who was your current site designed and developed by?:
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What Are Your Objectives For Your New Web Site?

[ ] Establish a presence on the Web [ ] Increase product and service sales [ ] Generate new business leads
[ ] Increase the international presence of the organization [ ] Generate requests for more information [ ] Support other marketing, advertising and promotional campaigns [ ] Provide customer service [ ] Increase store or business traffic [ ] Provide the latest information about new products/services, sales, special promotions, events [ ] Build a database for email campaigns [ ] Provide product usage direction [ ] Survey new and existing customers [ ] Recruit new employees
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Will you sell a product or service online?:
Please give details:
Will you show a sample portfolio of products online?:
Do you have a page layout or design in mind?:
Do you envisage the visitor searching the site for information and/or products?:
Will the site have any contact forms?: (e.g. for feedback or to request more information)
Have you decided what the main categories or sections will be on your site?
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Who are your online competitors?:
Which of their sites do you like and why?
What competitor sites do you dislike and why?
How do you think your current site beats your competition?
Are there any unrelated Web sites that you currently like?:
Are you able to handle credit card payments for products on your site?:
If so, who handles your payments?: (e.g. WorldPay, PayPal)
Do you have a privacy policy?:
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How often will the site need to be updated?:
Who will do the updates?: (i.e. in-house or third-party supplier)
Will there be any games on your site?:
Any online competitions?:
Will your site have a discussion forum?:
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How important are the following: [ ] Security [ ] Quick loading [ ] Content quality
[ ] Entertainment [ ] Frequently changing content
How will you market your new Web site?:
Do you need search engine optimisation campaign?:
If so, what keywords and search terms do you think people will use?:
Will you require site visitor statistics?:
Do you plan to host your Web site in-house?:
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Do you have a preference for your site host?: (e.g. stay with existing host or suggest a new one)
Will the site need to be monitored 24 hours a day?:
What resources do you have (or will have) available?: [ ] Digital images and text [ ] Hard copies of images and text [ ] Photos which can be supplied for scanning
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Site Marketing
Which Web sites would you like to link to?:
Which Web sites would you like to link to your site?:

How will you market your Web site?: [ ] Search engines [ ] Links from other sites [ ] Word of mouth [ ] Print media [ ] Directories [ ] Email marketing [ ] Business brochures and other marketing literature [ ] Articles on other sites [ ] Banner ads [ ] Discussion forums [ ] Direct mail campaign
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Post-launch Maintenance
Who will maintain the site?: (e.g. in-house or a third-party supplier)
How proficient are you maintaining your site with programming code?:
Will you or a co-worker need Web site management training?:
Who will monitor and respond to emails?:
How often will your Web site be updated?:
Who will monitor the search engine rankings, up-to-date content and site statistics?:
What information do you want to know about people who visit your Web site?:
Do you want to know which sites they came from to reach yours?:
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Would you like to know which pages on the site were viewed, and which are the most popular?:
Do you need to know the total number of hits and page views?
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Web Site Budget

What is your budget for the Web site project as you have described it?:
What is your monthly budget for the ongoing maintenance of your site?:
Any Additional Comments?
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Writing Your Proposal

This section describes some of the main points you should cover in your written proposal. As with the Needs Analysis, you should be flexible about what you include. Some of this information wont be appropriate or required.
Front Cover
This may sound obvious, but make sure that the cover clearly features your organisation's name (and logo if it has one), the title of the project and the date of the submission. You want your document to stand out from the reams of paper on the client's desk.
Copyright Statement
When you hand over the result of your carefully considered hard work, make the client aware that you don't want it to be shown to a third party. They may well be a cheap bargain basement supplier who would happily steal your ideas. If you don't win the project and a few months later a near replica appears based on your ideas, this can be useful for proving that you own the rights to them. I usually include the following statement on the first page of my proposals: Nigel Gordijk owns the copyright for this document and all its contents. This proposal should be considered private and confidential and may not be shared with any third party without the prior written permission of Nigel Gordijk. In reality, if someone steals your work it could be near impossible to prove. But at the very least this will show the client how much you value it.
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Executive Summary
Explain your understanding of the client, their business and the industry they operate in. This will form the platform that is your starting point for a project so you need to show the client that their objectives are clear to you. The Executive Summary shouldn't be more than about three or four paragraphs.
Current Situation
List the existing success and failures of any existing efforts the client has in the area that you'll be working in. For example, if you're redesigning their Web site then assess how easy the navigation is to use; what does the design of the site say about the client; is it informative and up to date; and so on. Be diplomatic if you can't think of anything good to say. Bear in mind that this earlier effort may have been commissioned by the person who is reading your proposal - or worse, they may have done it themselves. If the site's navigation isn't up to scratch, mention that it could be improved by simplifying it to make it easier to use.
Target Audience
Who will be using the finished project? Give demographic details - age, industry sector, etc. - as well as details of what needs to be considered with regards to these people. What type of language should you use to address them? Are they likely to be Web literate or complete beginners?
Project Goals
The client should hopefully be focused on what they want to achieve and this is where you summarise their objectives. Is this an image exercise or a communication one? Does the client company just want to look cool or is it trying to tell its target audience about their products and services? It's vital this is clearly defined as different requirements need different executions.
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Remember - this is a project proposal, not a project brief. Its purpose is to prove to the client that you can help them meet their objectives, so don't be afraid to state what seems to you to be the obvious. If you do, your proposal may be rejected because of what you omitted.
Creative Strategy
Given the understanding you've displayed in the Executive Summary, Current Situation, Target Audience and Project Goals
this is where you can get a bit creative and show off. The Creative Strategy is often described as "the way forward" - you're starting from Point A and your aim is to take the client to Point B. Explain what you think is the best route to get there. If you'll be producing a Web site then list the sections with short descriptions.
Technical Strategy
How technical you are here depends on how much you think your client will understand. Will the site's content be dynamic? If so, then describe how you will achieve this. Will there be a members' forum? What technology will you use? What type of server will the client need? Often the Technical Strategy is governed by budget constraints so it's a good idea to offer two or three options, each of which vary in price. The client could launch with a basic HTML brochure site, and then develop a more advanced (and more expensive) strategy further down the line.
Implementation Process
To many clients the creative and technical process is an arcane art. Now that theyve made an initial contact with you they may have no idea how you work and how they get to a completed project. List the various steps and give a brief description.
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Client consultation leading to the Project Brief

From an in-depth discussion with the client to determine its requirements you will write the Project Brief that will include a site map, a description of the content, final timelines and detailed cost breakdown.
Design direction and development

How many different styles of design will you be providing? How will they be presented - in person, in print or online? Once a design has been chosen, explain your acceptance process - signing off either by email or in writing - and that this is the point where you start creating all the other pages of the site.
Prototype
When the design direction and development is completed and signed off is the point when the technical stuff happens in earnest - the HTML is built and populated with content that has either been provided by the client or generated by a third party.
Implementation
Describe the full list of deliverables so there are no nasty surprises for either you or the client. Manage their expectations by stating explicitly what you will and what you won't be providing.
Development Budget
Bear in mind that as this is a Proposal the Development Budget should be followed by the caveat that further discussion will be necessary to determine a final cost, which would be detailed in the Project Brief. At this stage, it's enough to give an estimate.
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Definitions
Even these days there are many clients who may not understand some of the expressions that we take for granted because we use them every day. Explain to them in layman's terms what a server is, the purpose of a site map, what a content management system is. It may be useful to explain the different technologies you'll be using - basic HTML, JavaScript, Perl, ASP, etc.
Make the language accessible, as clients can feel intimidated by technology. You can use this as an opportunity to show them that they'll be comfortable working with you.
Fee Schedule
Very rarely will you find a client who will pay you on time, so it's up to you inform them at what stages during a project you want to be compensated. I usually break down my required fee schedule into three equal parts: one third when the Project Brief is signed off; one third when the design direction has been agreed and signed off; and the final third upon completion. There are designers who insist on the first portion of their fee before the Project Brief is agreed. However, some clients are wary of shelling out before they've seen any work from the designer - even if it's written and not creative. Play it by ear to gauge how twitchy the client is about this and then decide if you're willing to compromise.
Development Schedule
Provide a timeline for the project, listing dates for the various stages of delivery, how long the client has to provide feedback, all the way up to final acceptance and sign off. This is important to show that you are focussed on reaching a goal and a deadline.
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Point out that although this is a provisional timeline - the final one should be in the Project Brief - any deviation from it by the client may have repercussion on your ability to complete the project in time. How many times has a client made eleventh hour changes or changed the brief but still expected you to meet the agreed deadline? This is one way of showing that the client has as much responsibility for the success of the project as you do.
Conclusion
Thank the client for the opportunity to provide a proposal and tell them that you're sure you can meet all their requirements. You could also briefly mention what differentiates you from other potential suppliers.
Team Biographies
Mention the key personnel who will be involved with the project, giving their names and job titles. Give a brief professional biography for each team member concentrating on relevant previous experience. Make it clear which member of your team is the primary contact for when the client has general queries. For specialist queries - such as design or development - you may want to point out who they should contact.
Contact Details
Give every possible method of contact - postal address, office 'phone, email and Web address. Mobile 'phone numbers are optional, but include them if they are the easiest way to reach you. Even after I've provided what I thought to be a concise proposal covering every possible scenario there have been clients who have had further questions or wanted clarification. When this happens to you, don't brush them off - if they're taking the time to call you then you're still in the running.
Case Studies
If you have any case studies that are relevant to the client's industry or to this project you should include them here, but no more than three or four. Each case study should be no longer than a single page.
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And finally
You've slaved for hours on your masterpiece - but don't send it just yet. First, there are a few things you need to do.
Check your spelling

Run it through a spellchecker. Nothing looks more unprofessional more than poor spelling and grammar. Not only are you
a great designer, developer or project manager - you also know how to communicate.
Get someone to proof read it

Another person may pick up on things that a spellchecker won't, i.e. correctly spelt words that have been placed out of context.
File format
It's probably best to find out if the client wants a printed or digital version of the proposal. If you're emailing it, make sure it is in a format that can be opened. Contact the client if they can read PDFs or if they prefer a Microsoft Word document.
Covering letter
Once again, say thank you for the opportunity to participate in the proposal process and tell them that they can contact you for clarification if necessary.
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Sample Web Project Proposal

This section shows a sample Web project proposal for a fictitious client. It is included here to show what a professional proposal looks like. Of course, every client has distinctive requirements, so every proposal should be unique, too. However, by reading the following text youll get a good idea of how to format your submission.
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6.1
Situation Analysis
6.1.1 Introduction
The following project description is based on a meeting between John Smith (Acme Premier Widgets) and me, Nigel Gordijk, as well as subsequent phone conversations. John has also supplied written documents that specify details of the key project requirements for further background, including information about competitors sites and non-related site designs
that he admires.
6.1.2 Client and Project Overview

Acme Premier Widgets is a new business venture set up by John Smith and his partners, which will begin trading around the middle of July 2005. In anticipation of this, Rod wishes to create a company Web site that will be, in his words, a window into Acme Premier Widgets. This type of online presence is often referred to as a brochure Web site. Acme Premier Widgets will provide three key services: Quality products Consultation services Bespoke products Design services
6.1.3 Target Audience

Primary audience: Young professionals who are time poor and cash rich Secondary audience: Mature clients who are cash rich and time rich
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6.1.4 Web Site Objectives

Initially, the Acme Premier Widgets Web site should:
Establish a Web presence, increase marketing and company branding Inform first-time visitors about Acme Premier Widgets and what it offers Support existing and future advertising and promotional efforts Provide the latest information regarding services, prices, and experience
6.1.5 Current Situation

John has registered and purchased the following domain names in preparation for the creation of his companys site: www.acmepremierwidgets.com www.acmepremierwidgets.net
In addition to the domain names, Acme Premier Widgets will need to purchase Web server space on which to host the site. The company with whom the domain names were registered, WebHost.com, should also be able to provide the required service. I can advise on which of their hosting packages is most appropriate. John has commissioned the design of an advertisement that appears in Yellow Pages, and a company logo that currently will appear on vehicle liveries and clothing.
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6.1.6 Design Considerations Competitors Web Sites

John has sent me a comprehensive list of competitors Web sites, some of which he admires and some he dislikes. In terms of the site structure, as well as look and feel, Top Widgets (www.topwidgets.com) is closest to mirroring what Acme Premier Widgets site should achieve.
Colour Palettes
Much of the marketing collateral for the widget industry is based on a traditional colour palette of shades red and grey. John wishes to avoid this and his preferred colour scheme comprises of shades of blue and orange.
Graphics and Page Layouts

Sites that John admires for their use of graphics, imagery and page layouts include: Art and Management (www.artandmanagement.co.uk) Date Diary (www.datediary.co.uk) Hewlett Packard (www.designjet.hp.com/Products/30_130_animation.html?pageseq=178628) Keillor Graphics (www.colinkeillorgraphics.com)
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6.2
The Way Forward
6.2.1 Branding and Consistency

Acme Premier Widgets already has a logo, which has been applied to vehicle livery and personnels clothing. Also, worth noting is the absence of the companys Web address in the advertisement. Many people refer to a Web site
before they contact a company directly, preferring to use a non-intrusive method of finding out about it before they speak or write to it. Indeed, research has shown that prospects visit Web sites up to eight times before they decide to contact the business.
6.2.2 Visual Appearance and Search Engines

John has indicated that he wishes the Acme Premier Widgets site to emphasise its visual content, rather than text-based content. Given the nature of the business, and the industry as a whole, this is understandable. Top Widgetss site is one that has the visual balance that John wants to achieve. It is engaging and welcoming but, crucially, has been designed in such a way that it achieves a very poor search engine ranking. For example, if one searches on Google (www.google.co.uk) using variations of the phrases quality widgets or customised widgets, Top Widgets does not appear in the results. More bizarrely, searching for top widgets doesnt list the companys site, either. The reason for this is that the Top Widgets homepage doesnt have any real text. All the major search engines (Google, Yahoo and MSN, for example) use text on sites pages to determine their relevance to a searchers keywords. This should be regarded as a major consideration if Acme Premier Widgets expects or wishes potential clients to find its site via search engines. This is likely, as the companys printed advertising doesnt mention its Web site address; how else will people find out about it? If search engines form a part of Acme Premier Widgetss marketing strategy, then it should consider a site design that contains at least a couple of paragraphs of text.
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6.2.3 Web Site Structure

I suggest using the following structure and pages as the basis for the initial launch version of the Acme Premier Widgets Web site:
Homepage About Us - Our Mission - Our History - Key Personnel
Our Products - General Widgets - Bespoke Widgets - Design Services
Prices Contact Us - Address Details - Feedback Form
This structure presents a hierarchical organisation that clearly shows new and return visitors: what content the site contains what Acme Premier Widgets offers why people should trust Acme Premier Widgets how to contact Acme Premier Widgets
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Site Content
Acme Premier Widgets will provide uniquely created content for the site (text and images) as digital files, either on CDRom or via email. If it does not have sufficient professional-quality photos, Acme Premier Widgets may wish to consider budgeting for the purchase of images from photolibraries, which typically cost between $40.00 and $80.00 each.
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6.2.4 What Makes A Successful Web Site?

It Should Be Fast Loading The biggest single reason visitors do not stay at a Web site is because it takes too long to load; that is, the time it takes for a page to appear on the users computer. The site needs to be designed around the premise of loading as quickly as possible. To achieve this, I suggest a strong text base for pages where appropriate. Text loads very quickly, which is
particularly important, as one of the characteristics of the primary audience is that it is time-poor. Although high-speed broadband Internet access is on the increase, a significant number of people still use slower dial-up connections. Look and Feel A Web site today represents the first contact point for many prospective clients. It shows how professional a company is and what kind of attitude they have in selling themselves. I will discuss the interface and layout of the site with you, to ensure that it is attractive, appealing and reflects the appropriate image. The site will be simple to navigate, thereby encouraging users to explore it. Information Structure A clear, crisp view of the information on the site is paramount in relation to finding specific information. To provide major benefit to Acme Premier Widgets, the site should have significant amounts of information available to the user. This information must be easily found and presented in such a way as to encourage use. Information on the site must be able to be quickly and easily updated by Acme Premier Widgets.
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6.3
Project Process
6.3.1 Design Direction

Three homepage designs will be presented for the client to choose from. These will show different creative approaches for the design of the client's Web site. The client will be asked to select one of the designs to pursue.
Up to two sets of amendments to the chosen design will be carried out as part of the project's design direction stage. If more than two sets of amendments are requested, a written quote will be provided and must be approved by the client in writing prior to the work commencing. The designs will be uploaded to my server so that the client can view them in a Web browser. The design will look as close as possible to a coded page but will not function. The purpose of the design stage of the project is to determine the site's look and feel.
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6.3.2 Design Development

Using the homepage design approved in the design direction stage as its basis, the design development focuses on the look and feel of lower level pages. These will show sample pages that a site user would encounter when moving through the site. As with the homepage design, two sets of amendments are allowed, based on the client's written instructions. If more than two sets of amendments are requested, these will be charged at an hourly rate. A written quote for the requested changes
will be provided and must be approved by the client in writing prior to any work commencing.
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6.3.3 Technical Development and Launch

During technical implementation, the approved design development work is used as the basis for progressing towards fully functioning, programmed Web pages. This involves the programming (HTML, JavaScript, CSS, etc) as well as the creation and optimisation of any imagery used on the pages. The programmed site files will be presented on my server during this technical implementation stage.
Once the client has approved the site's technical development, all the relevant files to the client's Web server, making the new site live.
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6.4
Work For Review

The following sites are examples of my design work. They are provided to show either relevant subject matter or eclectic design styles.
Days Out
www.daysout.co.uk
Dean Morris Cards

www.deanmorriscards.co.uk
Surrey House
www.surreyhouseuk.com
Acme Widgets
www.meeting-place.co.uk
Creative Latitude
www.creativelatitude.com
Beetroot Backpackers
www.beetroot.org/
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6.5
Project Timeframes
This schedule is provided to show actual dates for specific tasks. It allows reasonable time at each stage for Acme Premier Widgets to review the work presented to it. I will rely on the prompt delivery of the relevant necessary content from Acme Premier Widgets, as well as timely client feedback, to allow these deadlines to be met. If Acme Widgets provides its feedback earlier than scheduled below, I will do my best to implement any changes requested
ahead of plan, as well. However, I cannot guarantee my ability to do this due to prior project commitments. This timeframe assumes my receipt of the Project Agreement, signed by John Smith of Acme Premier Widgets, accompanied by a deposit cheque (as described in the fee schedule) by Monday 1 May 2006.
Design Direction
Homepage designs to Acme Widgets......................................................................................... Wednesday 17 May 2006 First feedback from Acme Widgets; one design to be chosen......................................................... Thursday 18 May 2006 First set of amendments to Acme Widgets .....................................................................................Monday 22 May 2006 Second set of amendment requests from Acme Widgets..................................................................Monday 22 May 2006 Second set of amendments to Acme Widgets..................................................................................Tuesday 23 May 2006 Design direction approval by Acme Widgets...................................................................................Tuesday 23 May 2006
Design Development
Lower level page designs to Acme Widgets ....................................................................................Tuesday 30 May 2006 First set of amendment requests from Acme Widgets ..................................................................Wednesday 1 June 2006 First set of amendments to Acme Widgets .....................................................................................Thursday 2 June 2006 Second set of amendment requests from Acme Widgets..................................................................Thursday 2 June 2006
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Second set of amendments to Acme Widgets......................................................................................Friday 3 June 2006 Design development approval by Acme Widgets .................................................................................Friday 3 June 2006
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6.6
Budget
6.6.1 Web Site Design and Programming

Design and implementation ............................................................................................................................ $3,000.00
6.6.2 Post-launch Site Maintenance

..............................................................................................................$100.00 per hour; minimum charge of $100.00 This refers to any additional work requested by Acme Premier Widgets that is not mentioned in this proposal. Estimates will be provided for requested maintenance prior to commencing with the required work.
6.6.3 Fee Schedule

$1,000.00 deposit .............................. upon signing of the contract by Acme Premier Widgets, prior to work commencing $1,000.00.................................................................................................. after clients approval of the design direction $1,000.00................................................................................................................................. upon project completion
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6.6.4 Payment Terms

Payment should be by cheque made payable to Nigel Gordijk and mailed to Nigel Gordijk, 231 Wilmot Street, New Hamburg, Ontario N3A 1H7, to arrive no later than 14 days after the date of the invoice. The due date will be clearly indicated on each invoice. I understand and will exercise my statutory right to claim interest and compensation for debt recovery costs under the Late Payment Legislation if I am not paid according to these credit
terms. I reserve the right to withhold services or deliverables due to late payment by Acme Premier Widgets. Upon payment for all services rendered, full intellectual property rights for the designs and all documents used in their creation shall be assigned to Acme Premier Widgets. I will retain the right to use the designs for self-promotional purposes. Should Acme Premier Widgets terminate its contracted working arrangement with me, any requests for design documents will be honoured only after all fees for creating the documents has been received by me.
6.6.5 Notes
Prices do not include the commissioning of professional photography or illustration, or the purchase of imagery from photolibraries. If these are required, a quote will be provided and must be approved before proceeding with their commission or purchase. This offer is valid until 6 July 2006.
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6.7
What Happens Next?

Acme Premier Widgets is under no obligation to accept this proposal and there is no fee for its preparation. I will be pleased to work in any way that helps improve Acme Premier Widgetss marketing initiative. I feel that the project described in this document, if carried out properly, will significantly raise your businesss profile. I know that the work I can do for you will enable you to achieve all of your goals.
I hope that this proposal provides a good indication of how I conduct business and what some of my key success factors are. It should not be regarded as a definitive description of the work you require, but the first step in defining how best to meet your needs. If you wish to go ahead with this project, please contact me to discuss how best to proceed. Following that, I will then produce a written project brief. Once you are satisfied that the brief is an accurate representation of the project, I will ask Acme Premier Widgets to sign the document, provide an agreed deposit, and I will commence work. If you have any questions or comments, please feel free to call or email them to me. My contact details are presented later in this proposal.
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6.8
About Common Sense Web Design

Nigel Gordijk is an independent creative director and Web design. Trading as Common Sense Web Design, he produces successful Web sites that are easy to use and visually engaging. His client list includes:
BP International Ltd Honda Thomson Holidays Royal Shakespeare Company Ladbrokes No 10 Downing Street (Prime Ministers Office) BT (British Telecom)
After graduating in 1988 with a B.A. (Hons) in Graphic Design from the London College of Printing, Nigel's early professional career saw him developing his skills and experience at print design consultancies before he began concentrating on the Web. From 1994 to 2000 Nigel worked as an independent designer, contributing to teams working on high-profile client projects. He was the Senior Design Consultant at Interactive Bureaus London office, where he designed sites for the UK governments Office of the e-Envoy and LearndirectScotland.com. More recently, he was the Senior Designer at Wild Dog Design before establishing his own Web design consultancy in 2003. Now, he provides clients with unique Web-based solutions, both independently and alongside established business development partners. Nigel is a co-founder of Creative Latitude, a world-wide network of creative professionals that promotes ethical business practices within design and related industries. He devised its name and created the organisations Web site.
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6.8.1 Client Testimonials

[List a few client testimonials, especially if they are relevant to this project].
6.8.2 In The News

[List your media mentions here, along with links to the articles on the publications Web sites].
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6.9
Contact Details
Nigel Gordijk Creative Director, Common Sense Web Design
Phone: Canada 519-342-5348 Email: nigel@commonsensedesign.net Web: www.commonsensedesign.net
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Web Proposal Writing

How to prepare and write a professional Web design proposal

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

How This Guide Is Structured

What This Guide Does and Doesnt Cover

Common Sense Design, Web Proposal Writing

Its Okay To Say No

Common Sense Design, Web Proposal Writing

Try To Meet In Person

Meet The Right People

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Common Sense Design, Web Proposal Writing

Your companys name:

Position or job title:

What is your current Web site URL (if any):

Common Sense Design, Web Proposal Writing

How many employees do you have?:

How long have you been in business?:

Who are your current customers?:

Common Sense Design, Web Proposal Writing

Who are your competitors, both on- and offline?:

What are their Web site URLs (addresses)?:

What do they do better than you?:

What do you do better than them?:

Do you currently do any offline marketing?:

How do you presently generate business?:

Common Sense Design, Web Proposal Writing

About The Clients Web Site

If you already have a URL, what is it?:

Which company hosts your existing Web site?:

How many pages are there in your current site?:

What are the objectives of your current site?:

How long do they visit the site for?

Common Sense Design, Web Proposal Writing

Which ones do you want to get rid of?:

Which products and site pages are most popular?:

Have you had any feedback about your current site?:

Who was your current site designed and developed by?:

Common Sense Design, Web Proposal Writing

What Are Your Objectives For Your New Web Site?

Common Sense Design, Web Proposal Writing

Will you sell a product or service online?:

Please give details:

Will you show a sample portfolio of products online?:

Do you have a page layout or design in mind?:

Common Sense Design, Web Proposal Writing

Who are your online competitors?:

Which of their sites do you like and why?

What competitor sites do you dislike and why?

How do you think your current site beats your competition?

If so, who handles your payments?: (e.g. WorldPay, PayPal)

Do you have a privacy policy?:

Common Sense Design, Web Proposal Writing

How often will the site need to be updated?:

Who will do the updates?: (i.e. in-house or third-party supplier)

Will there be any games on your site?: