A commercial offer (CO) is designed to introduce a potential client to your services, prices, and advantages. It’s both an introduction and a proposal for collaboration. You send a CO to a client, and they decide whether to assign the project to you. Clearly, the goal of a CO is to convince the client to choose you.
On freelancing platforms, COs are less common than in the corporate world. But if you know how to create one, your chances of landing projects increase. And it’s especially important if you aim to work with serious companies — they are used to this format.
6 Key Sections
There’s no universal CO template — it must take into account the product specifics, client needs, and pricing segment. A personalized proposal always works better than a standard one. You can have a base template for mass outreach, but always adapt it based on the client's needs and add some personalization. The more accurately you hit the client's pain point, the higher the chance of closing the deal.
Your main goal is to prove the value of working with you. There are different ways to do that. Here are 6 key elements to rely on when writing a commercial offer.
1. Start with the client's pain points
Begin with the most important thing. Not just what the client wants, but why they want it. If they need a website, the underlying pain might be the desire to enter new markets, beat competitors, or generate more leads. Maybe they already have a site, but it’s outdated or ineffective.
Do your research to find the right approach. Showing that you understand the problem is one of the best ways to prove you’re already invested in solving it.
2. Explain what you’ll do
Your job is to solve the issues listed in the first section. Describe how you’ll do it. Avoid overly technical terms unless the client is tech-savvy. Explain it simply, but make sure your expertise is clear. Even if the client doesn’t know the technicalities, they need to trust that you do — and that you already have a plan, not just a desire to take on the project.
3. Pricing
Break your plan into steps, each with a price tag. Ideally, let the client choose optional elements — it makes the cost easier to accept. Include “optional” tasks so they can be removed to reduce the budget. Also offer a “full package plus” — all-in-one for a set price and a bonus. This is often the most chosen option since it’s easier and feels like a good deal.
In this section, also list estimated delivery times for each task. For more on pricing strategies, check the online workshop “How Web Designers Earn More: Strategies, Tricks, and Insights”.
4. Portfolio
If you have relevant case studies — include them. Don’t drop your entire portfolio, only what matches the client’s goals. If you don’t have exact matches, show similar examples and describe the task you solved. This shows you understand different client needs and tailor your work accordingly.
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5. Advantages
Convince the client why they should choose you. Use numbers and facts — not just project results, but stats about your overall performance. 3–6 key points are enough (years of experience, number of clients, % of positive feedback). Too much info will dilute attention and reduce impact.
This is also the place to address objections, if any came up in previous discussions. Or, preemptively answer potential doubts before they arise.
6. Call to action
Never end a commercial offer without a clear next step. Propose a call, meeting, or invite them to fill out a brief. If possible, offer a small freebie. This section shouldn’t ask for payment yet — it’s about lowering the entry barrier. It’s better to get one more conversation than scare the client away. Include multiple contact methods for convenience.
What else to keep in mind:
Building experience
Creating strong proposals takes practice. Start with a few templates and experiment with different approaches. Track which formats perform best, refine the text, and reuse what works.
Real-world experience also matters. If you’ve solved similar problems in past projects — showcase that. It’s already half the win.
Remember: at the CO stage, the deal isn’t closed yet. You still need to “seal it.” You’ll learn the nuances of client communication in the online coaching program “Freelancer: The Big Game”. The course includes briefs, objection handling, tricky questions, and smart communication — and that’s just one of the four training modules. Spots are limited!
