A proposal from us is a small website, built for you, that says what you have, what we would do about it, and why. It is not a PDF and it is not a template with your name pasted in.
Why is the proposal a website?
Because we build websites, and you should see one before you buy one. A proposal you open in a browser can use your real colours, link to the things it talks about, and be read on your phone in the car park. It can hold a moodboard. Sometimes it holds a first draft of a design, so you see the direction before you say yes.
Nothing in it is locked. If you go ahead, the design work in it re-enters the process as the starting point and is done properly. If you do not, nothing was wasted that we would not have spent finding out.
What is in the assessment?
Measured, not recalled. What your current site is built on. How many pages it has. How fast it loads on a phone. Which pages people actually arrive on and what, if anything, converts. Where you show up for the things you want to be found for, and where you do not.
Every number was taken on the day, and the date is on it. If your site is fine, the assessment says it is fine. An honest “this does not need replacing” is part of the service, because a site rebuilt for no reason costs you money and ranking.
What does the proposal recommend?
One recommendation, with the reasoning, and what we would not do. It says which shape of work fits: a managed site, a build, care for a site you already have, or a mix. It names what is out of scope, because that is where projects grow quietly.
What it does not do is quote you from a table generated by software. Richard sets the terms himself, in a conversation with you, at his timing. The proposal says what. He says how much, and when. Where the shape matches something on the pricing page, it points there.
What happens if you say yes?
Discovery closes properly, if it has not already. Anything designed to win the yes goes back into the process and is built on rather than thrown away. The next thing you see is a moodboard.
If you say no, that is the end of it. No follow-up sequence, no discount email a month later. If the reason was something we could have done better, we would like to hear it.