proposal-writer

jezweb ｜ 寫作與文件 ｜ 原文 ｜ MIT

替服務型業務寫客戶提案、報價和工作範圍文件

---
name: proposal-writer
description: "為服務型業務撰寫客戶提案、報價、工作範圍或委任函。涵蓋專案理解、範圍、時程、價格呈現和條款。只要使用者要提案、報價、專案提案、客戶提案、SOW、工作說明書、委任函，或任何 B2B 服務委任文件，就用這個 skill，適用於網站開發、顧問、工程行業或任何服務型業務。"
---

# 客戶提案撰寫

為服務型業務產出提案，包括網站開發、顧問、工程行業、專業服務、創意代理商。目標是做出一份能贏得案子的文件：展現你懂問題、有清楚的計畫，而且合作起來輕鬆。

## 開始之前

蒐集這些輸入。缺什麼就問：

1. **客戶名稱和事業**：這是給誰的、他們做什麼
2. **他們要求什麼**：簡報、問題、對話摘要
3. **你提議什麼**：你建議的解決方案，大方向即可
4. **價格**：你的數字，或請對方指引大概的區間
5. **時程**：要多久，有沒有固定的截止日
6. **語氣**：配合客戶關係（新客戶或既有客戶、企業或隨性、在地工匠或大企業）

如果使用者有探索通話或 email 往來的筆記，就用它們，以客戶自己的語言來寫「專案理解」章節。

---

## 提案結構

照這個順序呈現各章節。每一節都要有存在的理由，不適用的就刪掉。

### 1. 專案理解

這是最重要的一節。它證明你有在聽。用客戶的話重述他們的問題，不要用你的話。展現你理解他們想達成什麼，而不只是他們要你做什麼。

**太企業腔：**
> 我們理解貴組織正尋求善用數位轉型，在多個接觸點強化客戶互動，並透過整合的線上能見度推動永續成長。

**對的語氣：**
> 你們做了 12 年生意，全靠口碑，而且很有效，大多數週都排滿了。問題是，有人搜尋「紐卡索水電師傅」的時候，你們沒有出現，結果工作被經驗只有你們一半的對手搶走。你們想要一個能出現在在地搜尋結果裡的網站，讓人很容易打電話或線上預約。

這一節的規則：
- 用客戶的語言，不要用業界行話
- 引用對話中的具體細節（「你提到」、「如同我們討論的」）
- 講商業問題，不只是技術需求
- 控制在 2-3 個短段落

### 2. 建議的解決方案

高層次地描述你要做什麼，以及為什麼這個做法適合他們。這是「做什麼和為什麼」，不是詳細的範圍。

把解決方案連回他們的問題。「因為你需要在地客戶找到你，我們會用 WordPress 建站，從第一天就以在地 SEO 的結構為重點」，比「我們會建一個有 SEO 的 WordPress 網站」好。

一到兩段。細節留給範圍那一節。

### 3. 範圍與交付項目

用編號清單列出客戶會收到的具體項目。每一項都要具體到雙方能同意它有沒有交付。

**太籠統：**
> - 網站設計與開發
> - SEO 優化
> - 持續支援

**對的細節程度：**
> 1. 客製 WordPress 網站，最多 8 頁（首頁、關於、服務 x4、聯絡、部落格）
> 2. 配合你品牌色和 logo 的行動版響應式設計
> 3. 在地 SEO 設定：Google 商家檔案優化、所有頁面的 schema 標記、依地點設定的 meta 標題
> 4. 聯絡表單，並以 email 通知你指定的信箱
> 5. 與你現有的 Calendly 帳號整合的線上預約
> 6. 基本分析設定（Google Analytics 4 + Google Search Console）
> 7. 30 分鐘的教學，教你如何自己更新內容
> 8. 上線後 30 天的支援，處理 bug 修正和小幅調整

**不包含什麼**跟包含什麼一樣重要。在這一節最後加上排除項目的註記：

> **不包含在此範圍內：** 持續的內容撰寫、付費廣告的設定或管理、上述 8 頁之外的額外頁面、此處未說明的客製功能。需要的話可以另外報價。

### 4. 時程

分階段，附上時長或目標日期。讓客戶看到什麼時候會發生什麼事。

| 階段 | 時長 | 做什麼 |
|-------|----------|--------------|
| 探索與規劃 | 第 1 週 | 蒐集內容、網站地圖簽核 |
| 設計 | 第 2-3 週 | 首頁 mockup、修改、其餘頁面 |
| 開發 | 第 3-5 週 | 建置、整合、內部測試 |
| 審閱與上線 | 第 6 週 | 客戶審閱、修改、上線 |

如果有固定的截止日（活動、季節、檔期），就寫明，並從那個日期往回推時程。標出任何依賴客戶的事項：「這個時程假設內容和圖片會在 [日期] 前由客戶提供。」

### 5. 投資

把價格定調為投資，不是成本。要自信地呈現：不閃爍其詞，也不為這個數字道歉。

選擇適合專案的定價格式：

**單一價格（簡單的專案）：**
> **投資：$4,500 + GST**
>
> 這涵蓋上面範圍中列出的所有內容：設計、開發、SEO 設定、教學，以及上線後 30 天的支援。

**好 / 更好 / 最好 的方案組合（讓客戶有選擇）：**

| | 入門 | 專業 | 旗艦 |
|---|---------|-------------|---------|
| 頁數 | 5 | 8 | 12 |
| 設計 | 範本式 | 客製設計 | 客製 + 品牌指南 |
| SEO | 基本頁面內 SEO | 在地 SEO 方案 | 在地 SEO + 內容策略 |
| 支援 | 14 天 | 30 天 | 90 天 |
| **投資** | **$2,500** | **$4,500** | **$7,500** |

客戶不確定範圍時，方案組合很有效。中間的選項通常是你希望他們落在的位置，把它訂成最划算的選擇。

**分項列出（重視透明）：**

| 項目 | 投資 |
|------|-----------|
| 設計（首頁 + 7 個內頁） | $1,800 |
| 開發與整合 | $1,500 |
| 在地 SEO 設定 | $600 |
| 教學與文件 | $300 |
| 30 天上線後支援 | $300 |
| **總計** | **$4,500 + GST** |

分項列出會引來逐項殺價（「可以不要教學嗎？」）。只在客戶要求明細，或透明能建立信任時才用。

**以價值為基礎的說法**（可加在任何格式上的選用項目）：
> 供你參考：在你們地區，「紐卡索水電師傅」排進第一頁的商家，平均每月回報 15-20 個詢問。以你們的平均單價計算，只要排名持續，這個網站應該在最初 2-3 個月內就能回本。

只有在你能用真實數字或合理估算支撐時，才用價值說法。不要編造統計數字。

### 6. 關於我們

簡短的可信度章節。兩到三句話，不是公司歷史。

> Jezweb 自 2009 年起就為澳洲企業建置網站。我們主要服務 Hunter Valley 及新南威爾斯州各地的工程行業和服務型事業。超過 200 位長期客戶信任我們，讓他們的網站持續運作並維持排名。

放一兩個佐證：成立年數、客戶數量、相關案例、特定產業的經驗。省略使命宣言和創業故事。

### 7. 後續步驟

清楚、單一的行動呼籲。明確告訴客戶接下來該做什麼。

> 要開始的話，請回覆這封 email「go ahead」，我們會寄出第一期款項的發票。接著我們會安排 30 分鐘的啟動會議，蒐集你的內容並敲定時程。

或者：

> 如果你願意進行，請簽署附上的合約並在 [日期] 前寄回。我們會開立訂金發票，並在隔週開始探索階段。

不要提供三種不同的後續步驟。一個行動，清楚說明。

### 8. 條款

保持簡短，用白話。涵蓋要點：

- **付款時程**：例如開工付 50% 訂金，完工付 50%（較大的專案則依里程碑付款）
- **修改次數上限**：例如含 2 輪設計修改，額外的輪次每小時 $X
- **時程假設**：例如時程假設客戶在每個審閱點的 5 個工作天內回饋
- **所有權**：例如收到尾款後，所有設計檔和程式碼都歸你所有
- **範圍變動時怎麼辦**：例如超出約定範圍的變動，會在開工前另外報價

不要寫成法律合約。這一節是用來設定期待。如果客戶需要正式條款，就引用另外的 T&C 文件。

---

## 語氣規則

**自信，不傲慢。** 用「We will」，不要用「We would endeavour to」。把你要做的事當成事實來陳述。

**具體，不籠統。** 「8 頁」，不是「多頁網站」。「$4,500」，不是「有競爭力的價格」。「第 3 週」，不是「適當的時候」。

**簡短，不灌水。** 一節兩句話能講完，就不要寫四句。客戶很忙，要尊重這一點。

**像人，不像機器。** 寫的時候就像在對面坐著的人解釋計畫。縮寫沒問題，第一人稱也沒問題。

**對限制誠實。** 有什麼不包含，一開始就說。有風險（時程取決於客戶提供內容），就點明。客戶信任對他們坦白的人。

---

## 避免清單

- **客戶看不懂的行話。** 「透過 edge function 做 SSR 的 headless CMS」對水電師傅來說毫無意義。改說「一個快速、現代、而且很容易自己更新的網站」。
- **「We're passionate about...」** 沒有人會對幫水電公司建網站充滿熱情。你擅長這件事，而且會做得很徹底，這樣就夠了。
- **用公司歷史灌水。** 「由 Jeremy Dawes 於 2009 年創立，願景是……」，留給關於頁面吧。提案是關於客戶，不是關於你。
- **把價格藏起來。** 把投資這一節放在客戶預期的位置，也就是範圍和時程之後。不要在三頁方法論之後，藏在第 7 頁。
- **閃爍其詞。** 「最多」、「低至」、「起價」，要直接講多少錢。
- **承諾你做不到的事。** 「保證排進第一頁」或「你的投資會帶來 $X 的營收」。如果你不能保證，就不要寫。

---

## 定價章節範例

**太企業腔：**
> 我們很榮幸提出針對上述工作範圍交付的擬議投資架構。我們的定價模式反映了我們的承諾：在交付成果時，維持最高的品質與創新標準，同時帶來卓越的價值。
>
> 擬議總投資：$4,500.00（不含 GST）

**對的語氣：**
> **投資：$4,500 + GST**
>
> 這涵蓋上面列出的所有內容：設計、建置、SEO 設定、教學，以及上線後一個月的支援。沒有隱藏費用。
>
> 款項分兩期各 50%：開工前付一半，網站上線時付另一半。

---

## 輸出格式

把提案以乾淨的 markdown 交付，附上清楚的章節標題。如果使用者需要排版好的檔案，提議建立成 markdown，讓他們貼到 Google Docs、Canva 或他們的提案工具。

需要看起來很精緻的提案（寄給企業客戶的 PDF），建議使用者把內容貼到他們有品牌設計的範本裡。這個 skill 產出的是文字，不是版面。

配合客戶所在地區的語氣。除非另有指示，預設使用澳洲英文。

---
name: proposal-writer
description: "Write a client proposal, quote, scope of work, or engagement letter for a service business. Covers project understanding, scope, timeline, pricing presentation, and terms. Use whenever the user asks for a proposal, quote, project proposal, client proposal, SOW, statement of work, engagement letter, or B2B service engagement document — for web dev, consulting, trades, or any service business."
---

# Client Proposal Writer

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.

## Before You Start

Gather these inputs. Ask for anything missing:

1. **Client name and business** — who is this for, what do they do
2. **What they asked for** — the brief, the problem, the conversation summary
3. **What you are proposing** — your recommended solution at a high level
4. **Pricing** — your numbers, or ask for guidance on range
5. **Timeline** — how long, any fixed deadlines
6. **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.

---

## Proposal Structure

Present sections in this order. Every section earns its place — cut any that do not apply.

### 1. Project Understanding

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

### 2. Proposed Solution

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.

### 3. Scope and Deliverables

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:**
> 1. Custom WordPress website — up to 8 pages (Home, About, Services x4, Contact, Blog)
> 2. Mobile-responsive design matching your brand colours and logo
> 3. Local SEO setup — Google Business Profile optimisation, schema markup on all pages, location-based meta titles
> 4. Contact form with email notifications to your nominated address
> 5. Online booking integration with your existing Calendly account
> 6. Basic analytics setup (Google Analytics 4 + Google Search Console)
> 7. 30-minute training session on how to update content yourself
> 8. 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.

### 4. Timeline

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]."

### 5. Investment

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 + GST**
>
> This 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.

### 6. About Us

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.

### 7. Next Steps

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.

### 8. Terms

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.

---

## Tone Rules

**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.

---

## Avoid List

- **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.

---

## Pricing Section Examples

**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 + GST**
>
> That 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.

---

## Output Format

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.