proposal-writer
Compare original and translation side by side
🇺🇸
Original
English🇨🇳
Translation
ChineseClient Proposal Writer
客户提案撰写指南
Produces proposals for service businesses — web development, consulting, trades, professional services, creative agencies. The goal is a document that wins the work by showing you understood the problem, have a clear plan, and are easy to work with.
为各类服务型企业（网页开发、咨询、贸易、专业服务、创意机构等）撰写提案。核心目标是通过展示你对客户问题的理解、清晰的执行计划以及易合作的特质，帮助你拿下业务。
Before You Start
开始前的准备
Gather these inputs. Ask for anything missing:
- Client name and business — who is this for, what do they do
- What they asked for — the brief, the problem, the conversation summary
- What you are proposing — your recommended solution at a high level
- Pricing — your numbers, or ask for guidance on range
- Timeline — how long, any fixed deadlines
- Tone — match the client relationship (new vs existing, corporate vs casual, local tradie vs enterprise)
If the user has notes from a discovery call or email thread, use those to write the "project understanding" section in the client's own language.
请收集以下信息，若有缺失请向客户确认：
- 客户名称与业务 —— 提案对象是谁，他们的业务内容是什么
- 客户需求 —— 需求简述、面临的问题、沟通内容总结
- 你的解决方案 —— 你推荐的高层面解决方案
- 报价 —— 具体金额，或确认价格范围
- 时间规划 —— 项目周期、固定截止日期
- 语气风格 —— 匹配客户关系（新客户/老客户、企业客户/休闲型客户、本地商家/大型企业）
如果用户有 discovery call（需求沟通会）的笔记或邮件往来记录，可直接用客户的表述来撰写「项目理解」部分。
Proposal Structure
提案结构
Present sections in this order. Every section earns its place — cut any that do not apply.
请按以下顺序呈现内容，删除不适用的板块。
1. Project Understanding
1. 项目理解
This is the most important section. It proves you listened. Restate the client's problem in their words, not yours. Show you understand what they are trying to achieve, not just what they asked you to build.
Too corporate:
We understand that your organisation is seeking to leverage digital transformation to enhance customer engagement across multiple touchpoints and drive sustainable growth through an integrated online presence.
Right tone:
You have been running the business for 12 years on word-of-mouth alone, and it has worked — you are booked out most weeks. The problem is that when someone searches "plumber Newcastle" you do not show up, and you are losing jobs to competitors with half your experience. You want a website that shows up in local search and makes it easy for people to call or book online.
Rules for this section:
- Use the client's language, not industry jargon
- Reference specific details from the conversation ("you mentioned", "as we discussed")
- State the business problem, not just the technical requirement
- Keep it to 2-3 short paragraphs
这是最重要的板块，用于证明你认真倾听了客户的需求。用客户的语言重述他们的问题，而非你的专业术语。不仅要体现你理解客户的具体需求，还要体现你理解他们的业务目标。
反面示例（过于官方）：
我们了解贵组织正寻求通过数字化转型，提升多触点客户互动，并通过整合线上布局实现可持续增长。
正确示例：
你靠口碑经营业务已经12年，效果很好——大部分时间都处于满单状态。但问题是，当用户搜索「纽卡斯尔水管工」时，你的店铺无法出现在搜索结果中，导致你不断输给经验远不如你的竞争对手。你需要一个能在本地搜索中排名靠前，且方便用户致电或在线预约的网站。
该板块撰写规则：
- 使用客户的语言，避免行业黑话
- 引用沟通中的具体细节（如「你提到」「正如我们讨论的」）
- 聚焦业务问题，而非仅技术需求
- 控制在2-3个短段落
2. Proposed Solution
2. 解决方案概述
High-level description of what you will do and why this approach makes sense for them. This is the "what and why", not the detailed scope.
Connect the solution back to their problem. "Because you need local customers to find you, we will build the site on WordPress with a focus on local SEO structure from day one" is better than "We will build a WordPress website with SEO."
One to two paragraphs. Save the detail for the scope section.
高层面描述你将为客户做什么，以及该方案为何适合他们。这部分只讲「做什么和为什么」，具体细节放在「服务范围」板块。
要将解决方案与客户的问题关联起来。比如「因为你需要本地客户能找到你，我们会基于WordPress搭建网站，从一开始就注重本地SEO架构」，比「我们将搭建带SEO的WordPress网站」效果更好。
控制在1-2个段落，具体细节留到服务范围板块。
3. Scope and Deliverables
3. 服务范围与交付成果
Numbered list of specific items the client will receive. Each item should be concrete enough that both parties can agree on whether it was delivered.
Too vague:
- Website design and development
- SEO optimisation
- Ongoing support
Right level of detail:
- Custom WordPress website — up to 8 pages (Home, About, Services x4, Contact, Blog)
- Mobile-responsive design matching your brand colours and logo
- Local SEO setup — Google Business Profile optimisation, schema markup on all pages, location-based meta titles
- Contact form with email notifications to your nominated address
- Online booking integration with your existing Calendly account
- Basic analytics setup (Google Analytics 4 + Google Search Console)
- 30-minute training session on how to update content yourself
- 30 days of post-launch support for bug fixes and minor adjustments
What is NOT included is just as important as what is. Add an exclusions note at the bottom of this section:
Not included in this scope: Ongoing content writing, paid advertising setup or management, additional pages beyond the 8 listed above, custom functionality not described here. These can be quoted separately if needed.
用编号列表列出客户将获得的具体成果，每个条目需足够明确，确保双方都能判断是否完成交付。
反面示例（过于模糊）：
- 网站设计与开发
- SEO优化
- 持续支持
正确示例（细节明确）：
- 定制WordPress网站——最多8个页面（首页、关于我们、4个服务页、联系我们、博客）
- 适配移动端的设计，匹配你的品牌色彩与logo
- 本地SEO设置——Google商家资料优化、全页面结构化数据标记、基于地理位置的元标题设置
- 带邮件通知功能的联系表单（通知发送至你指定的邮箱）
- 与你现有Calendly账户集成的在线预约功能
- 基础分析设置（Google Analytics 4 + Google Search Console）
- 30分钟的内容更新操作培训
- 上线后30天的bug修复与小调整支持
明确排除项和明确包含项同样重要，请在该板块末尾添加排除说明：
本服务范围不包含： 持续内容创作、付费广告设置或管理、超出上述8个页面的额外页面、未提及的定制功能。如需这些服务，我们将单独报价。
4. Timeline
4. 时间规划
Phases with durations or target dates. Show the client what happens when.
| Phase | Duration | What happens |
|---|---|---|
| Discovery and planning | Week 1 | Content gathering, sitemap sign-off |
| Design | Weeks 2-3 | Homepage mockup, revision, remaining pages |
| Development | Weeks 3-5 | Build, integrations, internal testing |
| Review and launch | Week 6 | Client review, revisions, go-live |
If there is a fixed deadline (event, season, campaign), state it and work the timeline back from it. Flag any dependencies on the client: "This timeline assumes content and images are provided by [date]."
分阶段列出时长或目标日期，让客户清楚项目节奏。
| 阶段 | 时长 | 内容 |
|---|---|---|
| 需求梳理与规划 | 第1周 | 素材收集、站点地图确认 |
| 设计 | 第2-3周 | 首页原型、修改、其他页面设计 |
| 开发 | 第3-5周 | 网站搭建、功能集成、内部测试 |
| 审核与上线 | 第6周 | 客户审核、修改、正式上线 |
如果有固定截止日期（如活动、旺季、营销 campaign），请明确标注，并倒推时间规划。同时标注依赖客户的事项：「本时间规划假设客户在[日期]前提供内容与图片」。
5. Investment
5. 投资金额
Frame pricing as an investment, not a cost. Present confidently — no hedging, no apologising for the number.
Choose the pricing format that suits the project:
Single price (simple projects):
Investment: $4,500 + GSTThis covers everything listed in the scope above — design, development, SEO setup, training, and 30 days of post-launch support.
Good / Better / Best packages (gives the client choice):
| Starter | Professional | Premium | |
|---|---|---|---|
| Pages | 5 | 8 | 12 |
| Design | Template-based | Custom design | Custom + brand guide |
| SEO | Basic on-page | Local SEO package | Local SEO + content strategy |
| Support | 14 days | 30 days | 90 days |
| Investment | $2,500 | $4,500 | $7,500 |
Package pricing works well when the client is unsure of scope. The middle option is typically where you want them to land — price it as the best value.
Line items (transparency-focused):
| Item | Investment |
|---|---|
| Design (homepage + 7 inner pages) | $1,800 |
| Development and integrations | $1,500 |
| Local SEO setup | $600 |
| Training and documentation | $300 |
| 30-day post-launch support | $300 |
| Total | $4,500 + GST |
Line items invite line-item negotiation ("Can we drop the training?"). Use when the client has asked for a breakdown or when transparency builds trust.
Value-based framing (optional addition to any format):
For context: businesses in your area that rank on the first page for "plumber Newcastle" report an average of 15-20 inbound enquiries per month. At your average job value, this site should pay for itself within the first 2-3 months of consistent rankings.
Only use value framing when you can back it up with real numbers or reasonable estimates. Do not invent statistics.
将报价定位为「投资」而非「成本」。自信地呈现价格——不要含糊其辞，不要为价格道歉。
选择适合项目的报价格式：
一口价（适用于简单项目）：
投资金额：$4,500 + GST该费用涵盖上述服务范围的所有内容——设计、开发、SEO设置、培训及上线后30天的支持。
基础/进阶/高级套餐（给客户选择空间）：
| 基础版 | 进阶版 | 高级版 | |
|---|---|---|---|
| 页面数量 | 5 | 8 | 12 |
| 设计 | 模板化设计 | 定制设计 | 定制设计+品牌指南 |
| SEO | 基础页面优化 | 本地SEO套餐 | 本地SEO+内容策略 |
| 支持时长 | 14天 | 30天 | 90天 |
| 投资金额 | $2,500 | $4,500 | $7,500 |
套餐报价适用于客户不确定需求范围的场景。通常建议将中间套餐设定为最具性价比的选项，引导客户选择。
分项报价（注重透明度）：
| 项目 | 投资金额 |
|---|---|
| 设计（首页+7个内页） | $1,800 |
| 开发与功能集成 | $1,500 |
| 本地SEO设置 | $600 |
| 培训与文档 | $300 |
| 上线后30天支持 | $300 |
| 总计 | $4,500 + GST |
分项报价可能会引发客户对单个项目的议价（如「能否去掉培训？」）。适用于客户要求明细，或需要通过透明度建立信任的场景。
价值补充说明（可添加到任意报价格式中）：
参考数据：在你所在地区，能在「纽卡斯尔水管工」搜索结果首页排名的企业，每月平均收到15-20条咨询。按你的平均客单价计算，该网站在排名稳定后的2-3个月内即可收回成本。
仅当你有真实数据或合理估算时才使用价值补充说明，不要编造数据。
6. About Us
6. 关于我们
Brief credibility section. Two to three sentences, not a company history.
Jezweb has been building websites for Australian businesses since 2009. We work primarily with trades and service businesses in the Hunter Valley and across NSW. Over 200 active clients trust us to keep their sites running and ranking.
Include one or two proof points: years in business, number of clients, relevant case study, industry-specific experience. Skip the mission statement and founding story.
简短的可信度展示板块，控制在2-3句话，不要长篇大论公司历史。
Jezweb自2009年起为澳大利亚企业搭建网站。我们主要服务猎人谷及新南威尔士州的贸易与服务类企业，已有超过200家活跃客户信赖我们维护他们的网站与排名。
添加1-2个可信度证明：从业年限、客户数量、相关案例、行业专属经验。跳过使命宣言和创业故事。
7. Next Steps
7. 下一步行动
Clear, single call to action. Tell the client exactly what to do next.
To get started, reply to this email with a "go ahead" and we will send through an invoice for the first payment. We will then schedule a 30-minute kickoff call to gather your content and lock in the timeline.
Or:
If you are happy to proceed, sign the attached agreement and return it by [date]. We will invoice the deposit and start the discovery phase the following week.
Do not offer three different next steps. One action, clearly stated.
清晰、单一的行动指令，明确告诉客户接下来要做什么。
若要启动项目，请回复本邮件告知「同意启动」，我们将发送第一笔款项的发票。随后我们会安排30分钟的启动会议，收集你的内容并确认时间规划。
或：
若你认可本提案，请在[日期]前签署附件中的协议并返回。我们将开具定金发票，并在下周启动需求梳理阶段。
不要提供多个行动选项，只给出一个清晰的指令。
8. Terms
8. 条款说明
Keep it short and plain-language. Cover the essentials:
- Payment schedule — e.g., 50% deposit to commence, 50% on completion (or milestone-based for larger projects)
- Revision limits — e.g., 2 rounds of design revisions included; additional rounds at $X/hour
- Timeline assumptions — e.g., timeline assumes client feedback within 5 business days at each review point
- Ownership — e.g., all design files and code are yours once final payment is received
- What happens if scope changes — e.g., changes beyond the agreed scope will be quoted separately before work begins
Do not write a legal contract. This section sets expectations. If the client needs formal terms, reference a separate T&C document.
保持简短、直白，涵盖核心内容：
- 付款计划 —— 例如：项目启动前支付50%定金，项目完成后支付50%尾款（大型项目可按里程碑付款）
- 修改次数限制 —— 例如：包含2轮设计修改；额外修改按$X/小时收费
- 时间规划假设 —— 例如：本时间规划假设客户在每个审核节点的5个工作日内给出反馈
- 所有权 —— 例如：所有设计文件与代码在收到最终付款后归客户所有
- 范围变更处理 —— 例如：超出约定范围的变更，将在启动工作前单独报价
不要撰写正式的法律合同，该板块仅用于明确预期。若客户需要正式条款，可引用单独的条款与条件文档。
Tone Rules
语气规则
Confident, not arrogant. "We will" not "We would endeavour to." State what you will do as a matter of fact.
Specific, not vague. "8 pages" not "a multi-page website." "$4,500" not "competitive pricing." "Week 3" not "in due course."
Brief, not padded. If a section can be said in two sentences, do not write four. The client is busy. Respect that.
Human, not robotic. Write like you are explaining the plan to someone sitting across the table. Contractions are fine. First person is fine.
Honest about limits. If something is not included, say so up front. If there is a risk (timeline depends on client providing content), name it. Clients trust people who are straight with them.
自信而非傲慢：使用「我们将」而非「我们将尽力」。用陈述事实的语气说明你将做的事情。
具体而非模糊：使用「8个页面」而非「多页面网站」；使用「$4,500」而非「具有竞争力的价格」；使用「第3周」而非「适当的时候」。
简洁而非冗长：如果能用2句话说明，就不要写4句。客户时间宝贵，请尊重他们的时间。
人性化而非机械化：像对面坐着客户一样沟通。可以使用缩写，也可以使用第一人称。
坦诚说明限制：如果某项服务不包含在内，请提前说明；如果存在风险（如时间规划依赖客户提供内容），请明确指出。客户更信任坦诚的人。
Avoid List
避坑清单
- Jargon the client will not understand. "Headless CMS with SSR via edge functions" means nothing to a plumber. Say "a fast, modern website that is easy for you to update."
- "We're passionate about..." Nobody is passionate about building websites for a plumbing company. You are good at it and you will do a thorough job. That is enough.
- Company history padding. "Founded in 2009 by Jeremy Dawes with a vision to..." — save it for the About page. The proposal is about the client, not about you.
- Burying the price. Put the investment section where the client expects it — after scope and timeline. Do not hide it on page 7 after three pages of methodology.
- Weasel words. "Up to", "as low as", "starting from" — be direct about what it costs.
- Promising what you cannot deliver. "Guaranteed first page rankings" or "Your investment will generate $X in revenue." If you cannot guarantee it, do not write it.
- 客户听不懂的黑话：「带SSR的无头CMS」对水管工来说毫无意义，应该说「一个快速、现代且你能轻松更新的网站」。
- 「我们热衷于...」：没有人热衷于为水管工搭建网站。你只需说明你擅长这件事，会认真完成工作，这就足够了。
- 冗长的公司历史：「2009年由Jeremy Dawes创立，愿景是...」——把这些内容留到官网的「关于我们」页面。提案的核心是客户，而非你。
- 隐藏价格：把投资金额板块放在客户预期的位置——服务范围和时间规划之后。不要把价格藏在第7页，前面用三页方法论铺垫。
- 含糊其辞的表述：「最多」「低至」「起价」——直接说明具体价格。
- 承诺无法实现的内容：「保证首页排名」或「你的投资将带来$X的收入」。如果无法保证，就不要写。
Pricing Section Examples
报价板块示例
Too corporate:
We are pleased to present our proposed investment framework for the delivery of the aforementioned scope of work. Our pricing model reflects our commitment to delivering exceptional value while maintaining the highest standards of quality and innovation in our deliverables.Total proposed investment: $4,500.00 (exclusive of GST)
Right tone:
Investment: $4,500 + GSTThat covers everything listed above — design, build, SEO setup, training, and a month of support after launch. No hidden fees.Payment is split 50/50: half up front to get started, half when the site goes live.
反面示例（过于官方）：
我们很高兴为上述服务范围提供投资框架建议。我们的定价模式体现了我们在交付高质量、创新性成果的同时，为客户提供卓越价值的承诺。建议投资总金额：$4,500.00（不含GST）
正确示例：
投资金额：$4,500 + GST该费用涵盖上述所有内容——设计、搭建、SEO设置、培训及上线后一个月的支持。无隐藏费用。付款方式为5/5分：项目启动前支付一半，网站上线后支付另一半。
Output Format
输出格式
Deliver the proposal as clean markdown with clear section headings. If the user needs a formatted file, offer to create it as markdown they can paste into Google Docs, Canva, or their proposal tool.
For proposals that need to look polished (PDF to a corporate client), suggest the user paste the content into their branded template. The skill produces the words, not the layout.
Match the regional tone of the client. Default to Australian English unless told otherwise.
请用简洁的Markdown格式交付提案，包含清晰的板块标题。如果用户需要格式化文件，可提供Markdown内容，方便他们粘贴到Google Docs、Canva或提案工具中。
若需要给企业客户提供精美的PDF提案，建议用户将内容粘贴到他们的品牌模板中。本指南负责生成内容，不负责排版。
匹配客户的区域语气。默认使用澳大利亚英语，除非另有说明。