Free SEO Proposal Template

Fully editable with custom branding and templated offering.

Free SEO Proposal Template

Fully editable with custom branding and templated offering.


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First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.
First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.

Free SEO Proposal Template

Fully editable with custom branding and templated offering.

Free SEO Proposal Template

Fully editable with custom branding and templated offering.

Bonsai has helped create 1,023,928 documents and counting.

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Date: March 8th 2023



Acme LLC.

Corporation Corp.

This Contract is between Client (the "Client") and Acme LLC, a California limited liability company (the "Coach").

The Contract is dated January 23, 2023.


1.1 Project. The Client is hiring the Coach to develop a coaching relationship between the Client and Coach in order to cultivate the Client's personal, professional, or business goals and create a plan to achieve those goals through stimulating and creative interactions with the ultimate result of maximizing the Client's personal or professional potential.

1.2 Schedule. The Coach will begin work on February 1, 2023 and will continue until the work is completed. This Contract can be ended by either Client or Coach at any time, pursuant to the terms of Section 4, Term and Termination.

The Coach and Client will meet by video conference, 4 days per month for 2 hours.

1.3 Payment. The Client will pay the Coach an hourly rate of $150. Of this, the Client will pay the Coach $500.00 (USD) before work begins.

1.4 Expenses. The Client will reimburse the Coach's expenses. Expenses do not need to be pre-approved by the Client.

1.5 Invoices. The Coach will invoice the Client in accordance with the milestones in Section 1.3. The Client agrees to pay the amount owed within 15 days of receiving the invoice. Payment after that date will incur a late fee of 1.0% per month on the outstanding amount.

1.6 Support. The Coach will not be available by telephone, or email in between scheduled sessions.


- A coaching relationship is a partnership between two or more individuals or entities, like a teacher-student or coach-athlete relationship. Both the Client and Coach must uphold their obligations for the relationship to be successful.

- The Coach agrees to maintain the ethics and standards of behavior established by the International Coaching Federation (ICF).

- The Client acknowledges and agrees that coaching is a comprehensive process that may explore different areas of the Client's life, including work, finances, health, and relationships.

- The Client is responsible for implementing the insights and techniques learned from the Coach.


3.1 Overview. This section contains important promises between the parties.

3.2 Authority To Sign. Each party promises to the other party that it has the authority to enter into this Contract and to perform all of its obligations under this Contract.

3.3 Coach Has Right To Give Client Work Product. The Coach promises that it owns the work product, that the Coach is able to give the work product to the Client, and that no other party will claim that it owns the work product. If the Coach uses employees or subcontractors, the Coach also promises that these employees and subcontractors have signed contracts with the Coach giving the Coach any rights that the employees or subcontractors have related to the Coach's background IP and work product.

3.4 Coach Will Comply With Laws. The Coach promises that the manner it does this job, its work product, and any background IP it uses comply with applicable U.S. and foreign laws and regulations.

3.5 Work Product Does Not Infringe. The Coach promises that its work product does not and will not infringe on someone else's intellectual property rights, that the Coach has the right to let the Client use the background IP, and that this Contract does not and will not violate any contract that the Coach has entered into or will enter into with someone else.

3.7 Client-Supplied Material Does Not Infringe. If the Client provides the Coach with material to incorporate into the work product, the Client promises that this material does not infringe on someone else's intellectual property rights.


This Contract is ongoing until it expires or the work is completed. Either party may end this Contract for any reason by sending an email or letter to the other party, informing the recipient that the sender is ending the Contract and that the Contract will end in 7 days. The Contract officially ends once that time has passed. The party that is ending the Contract must provide notice by taking the steps explained in Section 9.4. The Coach must immediately stop working as soon as it receives this notice unless the notice says otherwise.

If either party ends this Contract before the Contract automatically ends, the Client will pay the Contractor for the work done up until when the Contract ends. The following sections don't end even after the Contract ends: 3 (Representations); 6 (Confidential Information); 7 (Limitation of Liability); 8 (Indemnity); and 9 (General).


The Client is hiring the Coach as an independent contractor. The following statements accurately reflect their relationship:

- The Coach will use its own equipment, tools, and material to do the work.

- The Client will not control how the job is performed on a day-to-day basis. Rather, the Coach is responsible for determining when, where, and how it will carry out the work.

- The Client will not provide the Coach with any training.

- The Client and the Coach do not have a partnership or employer-employee relationship.

- The Coach cannot enter into contracts, make promises, or act on behalf of the Client.

- The Coach is not entitled to the Client's benefits (e.g., group insurance, retirement benefits, retirement plans, vacation days).

- The Coach is responsible for its own taxes.

- The Client will not withhold social security and Medicare taxes or make payments for disability insurance, unemployment insurance, or workers compensation for the Coach or any of the Coach's employees or subcontractors.


6.1 Overview. This Contract imposes special restrictions on how the Client and the Coach must handle confidential information. These obligations are explained in this section.

6.2 The Client's Confidential Information. While working for the Client, the Coach may come across, or be given, Client information that is confidential. This is information like customer lists, business strategies, research & development notes, statistics about a website, and other information that is private. The Coach promises to treat this information as if it is the Coach's own confidential information. The Coach may use this information to do its job under this Contract, but not for anything else. For example, if the Client lets the Coach use a customer list to send out a newsletter, the Coach cannot use those email addresses for any other purpose. The one exception to this is if the Client gives the Coach written permission to use the information for another purpose, the Coach may use the information for that purpose, as well. When this Contract ends, the Coach must give back or destroy all confidential information, and confirm that it has done so. The Coach promises that it will not share confidential information with a third party, unless the Client gives the Coach written permission first. The Coach must continue to follow these obligations, even after the Contract ends. The Coach's responsibilities only stop if the Coach can show any of the following: (i) that the information was already public when the Coach came across it; (ii) the information became public after the Coach came across it, but not because of anything the Coach did or didn't do; (iii) the Coach already knew the information when the Coach came across it and the Coach didn't have any obligation to keep it secret; (iv) a third party provided the Coach with the information without requiring that the Coach keep it a secret; or (v) the Coach created the information on its own, without using anything belonging to the Client.

6.3 Third-Party Confidential Information. It's possible the Client and the Coach each have access to confidential information that belongs to third parties. The Client and the Coach each promise that it will not share with the other party confidential information that belongs to third parties, unless it is allowed to do so. If the Client or the Coach is allowed to share confidential information with the other party and does so, the sharing party promises to tell the other party in writing of any special restrictions regarding that information.


Neither party is liable for breach-of-contract damages that the breaching party could not reasonably have foreseen when it entered this Contract.


8.1 Overview. This section transfers certain risks between the parties if a third party sues or goes after the Client or the Coach or both. For example, if the Client gets sued for something that the Coach did, then the Coach may promise to come to the Client's defense or to reimburse the Client for any losses.

8.2 Client Indemnity. In this Contract, the Coach agrees to indemnify the Client (and its affiliates and their directors, officers, employees, and agents) from and against all liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of: (i) the work the Coach has done under this Contract; (ii) a breach by the Coach of its obligations under this Contract; or (iii) a breach by the Coach of the promises it is making in Section 3 (Representations).

8.3 Coach Indemnity. In this Contract, the Client agrees to indemnify the Coach (and its affiliates and their directors, officers, employees, and agents) from and against liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of a breach by the Client of its obligations under this Contract.


9.1 Assignment​. This Contract applies only to the Client and the Coach. Neither the Client nor the Coach can assign its rights or delegate its obligations under this Contract to a third-party (other than by will or intestate), without first receiving the other's written permission.

9.2 Arbitration. As the exclusive means of initiating adversarial proceedings to resolve any dispute arising under this Contract, a party may demand that the dispute be resolved by arbitration administered by the American Arbitration Association in accordance with its commercial arbitration rules.

9.3 Modification; Waiver. To change anything in this Contract, the Client and the Coach must agree to that change in writing and sign a document showing their contract. Neither party can waive its rights under this Contract or release the other party from its obligations under this Contract, unless the waiving party acknowledges it is doing so in writing and signs a document that says so.

9.4. Noticies.

(a) Over the course of this Contract, one party may need to send a notice to the other party. For the notice to be valid, it must be in writing and delivered in one of the following ways: personal delivery, email, or certified or registered mail (postage prepaid, return receipt requested). The notice must be delivered to the party's address listed at the end of this Contract or to another address that the party has provided in writing as an appropriate address to receive notice.

(b) The timing of when a notice is received can be very important. To avoid confusion, a valid notice is considered received as follows: (i) if delivered personally, it is considered received immediately; (ii) if delivered by email, it is considered received upon acknowledgement of receipt; (iii) if delivered by registered or certified mail (postage prepaid, return receipt requested), it is considered received upon receipt as indicated by the date on the signed receipt. If a party refuses to accept notice or if notice cannot be delivered because of a change in address for which no notice was given, then it is considered received when the notice is rejected or unable to be delivered. If the notice is received after 5:00pm on a business day at the location specified in the address for that party, or on a day that is not a business day, then the notice is considered received at 9:00am on the next business day.

9.5 Severability. This section deals with what happens if a portion of the Contract is found to be unenforceable. If that's the case, the unenforceable portion will be changed to the minimum extent necessary to make it enforceable, unless that change is not permitted by law, in which case the portion will be disregarded. If any portion of the Contract is changed or disregarded because it is unenforceable, the rest of the Contract is still enforceable.

9.6 Signatures. The Client and the Coach must sign this document using Bonsai's e-signing system. These electronic signatures count as originals for all purposes.

9.7 Governing Law. The validity, interpretation, construction and performance of this document shall be governed by the laws of the United States of America.

9.8 Entire Contract. This Contract represents the parties' final and complete understanding of this job and the subject matter discussed in this Contract. This Contract supersedes all other contracts (both written and oral) between the parties.



Acme LLC.

Corporation Corp.
Table of contents

What is an SEO Proposal?

An SEO proposal can best be thought of as a sales pitch to impress potential clients — one that aims to convince them to choose your marketing agency and work with you instead of with your competitors. 

An SEO proposal defines how your SEO strategy will help prospects climb the Google ladder, drive search results, boost traffic, and get more business. Ultimately, it should demonstrate how your clients will achieve their business goals and get more clients. 

A proposal comes earlier in the sales process than the SEO contract and is not legally binding — think of your SEO proposal template as your chance to convince new clients that your services and company are, by far, the best fit for them. 

Note: To download your free, client-ready SEO proposal template, sign-up now to Bonsai and start your next big project. 

The fundamental elements of an SEO proposal template 

To succeed in pitching your search engine optimization service, you’ll need a great SEO proposal template. Your proposal should consist of multiple sections that can be added, removed, or customized depending on the unique needs of a potential client. 

Try to include these sections in your SEO proposal template: 

Cover page and introduction 

This is the first page any prospective client sees, so ensure it’s polished, appealing, and informative. Include your name or SEO agency’s name, the name of the prospective client, and, of course, the title of your SEO proposal. You might also add a subtitle or an actionable call to action (CTA) phrase to capture the client’s attention and drive action. 

Write an excellent executive summary

On the first or second page of your proposal template, it would be smart to include an executive summary. This section should aim to convince prospective clients that you understand their SEO needs and requirements, plus that you have the solution to their problems. Write about the customers' pain points and what they will gain by using your services. Try to keep everything short but enticing. 

This is paramount, as prospects are busy, and don’t always have enough time to read an entire document. This is where the summary falls into place, giving them a concise overview of your proposal. 

To create a powerful summary, you need to begin by addressing the prospect’s pain points. Convey that you understand how their business operates and that you know what goals they are trying to reach. 

Describe the impact of a problem you’ve identified and how much it damages their operations (e.g., not enough traffic due to poorly SEO optimized content). Then describe the expected result — anything from increasing business reach to gaining more leads. 

Now it’s time to fill in the specifics of your SEO campaigns and the strategy, but be brief. For instance, if your client’s goal is to increase organic traffic, mention how you intend to achieve this. 

Likewise, if they want to improve their revenue, explain how you’re going to help them do that. You can mention things like content creation, SEO optimization, meta descriptions, backlinking, and more. 

Again, give prospects an outline of the tactics you’re suggesting, and invite them for further discussion with a smart CTA phrase. 

Explain how SEO works and why should you invest in it

If you think prospects are already aware of the power of SEO, feel free to omit this section or just give it a brief mention. For prospects who aren’t aware of how SEO works, this section will help them gain a basic understanding of SEO concepts

The simpler you explain SEO basics, the more powerful and capable you will look as an SEO solution. Express your points in jargon-free language that even clients without previous experience with SEO will understand. 

About us

In this section, you discuss your agency and marketing services. Explain your expertise, strengths, and values, among others. Additionally, add testimonials from past clients and social proof to earn more credibility. By doing so, you bring confidence to the table, making your prospective clients feel safer in choosing your services instead of competitors’ offerings. 

Finally, in the About Us section, introduce your digital marketing team and other partners, their SEO specializations, and strengths, as well as what their role will be throughout the SEO optimization process. 

Customized solutions 

This section should reveal in more detail how your service will improve organic traffic and increase readership and visitors, as well as achieve better search engine results. Ideally, you should include the following in this section:

  • SEO audit: Mention site audit, technical SEO audit, etc.
  • SEO campaign plan: On-page-and-off-page SEO plan, link-building strategies, keyword research, SEO tools, content creation with target keywords, social media optimization, and so on. 
  • Competitor analysis: You need to conduct competition research to analyze how competitors in your prospect’s field of enterprise are performing for SEO implementation. 
  • Reporting: Informing your clients how you will share your SEO performance constantly is crucial. These reports should show conversion rate, organic search traffic, session time, and parameters that define how high your client’s website is climbing up the Google ladder. 

Scope and deliverables

In the scope and deliverables section, you should provide a realistic timeframe to your clients — a timeframe that you know you can stick to. Don’t try to be overly optimistic, especially if you have lots of other projects running concurrently. Instead, give clarity to clients on each action item and strive to make it easy for them to track any SEO milestone. 


Break down all your SEO services in an easy-to-read table format. State the price of each SEO component you offer, as well as the final all-in price. Mention each service in separate lines and perhaps add bullet points to make everything more reader-friendly. 

While this isn’t the same as an invoice, which comes once you’ve closed the deal, everything must be clear, precise, and factual. Once the work is delivered, you cannot charge your clients differently from your quotation. 

What's more, avoiding hidden or unexpected fees is essential to your business’s credibility and success. State clearly what clients are going to pay.

Terms and conditions

This section includes the terms, rules, and obligations between you (the SEO agency or contractor) and the client. Terms and conditions sections are there to avoid conflict, as both parties agree to a set of rules that defines payment terms, rights, warranties, contract termination, and contract renewal. 

Next steps and signature

Describe the next steps in the process once your prospects have been successfully turned into actively paying consumers. End this section with a CTA that prompts clients to accept the proposal and move the process to the contract stage. 

How to write an SEO proposal sample

Creating a compelling SEO proposal that prompts prospects to invest is hard. We know that, but there are ways to craft such an irresistible proposal. Here are a few tips:

Ask prospects questions

Sometimes, to showcase your expertise, all you have to do is ask prospects the right questions. The goal is to show that you understand what prospective customers need help with, plus demonstrate that you can address their requirements.

Some sample questions:

  • What do you expect out of SEO?
  • What’s your target audience, and what are the pain points related to your service?
  • Who are your competitors?
  • Is this the first time you have considered SEO?
  • What are your chosen keywords, and what keywords should someone type into Google to discover your business?

You don’t have to be unique

This might sound counterintuitive, but you really don’t need to reinvent the wheel to find new clients. Writing an SEO proposal template can take hours, so creating a unique SEO proposal for each of your prospective clients from scratch is unrealistic. Instead, you should create a general high-end SEO proposal template and tailor it each time you approach a client’s unique needs and requirements. 

Show clients you’re the one for the job

This is where you can showcase your experience and how it will fit your prospective client’s needs. Use customer testimonials, examples of past projects, as well as examples of how you have helped previous clients improve their sales process or increase their traffic with your SEO services.

Here is a simple outline you can follow to highlight your past projects:

  • List some of your past clients. (Try to avoid mentioning a direct competitor, though, as it may confuse the prospect.) 
  • Next, describe some of the challenges and frustrations your previous clients have faced and how you helped them overcome them. 
  • Include a rundown of the SEO services you offered to solve the issue. 
  • Don’t forget to add a short analysis of the end result. 
  • Add a customer testimonial demonstrating how your SEO services helped past clients increase their revenue and website traffic. 

Make an attractive offer

This section should grab as much attention as the executive summary. To make it more attractive, use terminology other than “pricing”. Use another term, such as “investment”. 

You could even offer different packages to ensure clients can pick the service they need. As mentioned above, present this information in a table to make it easier for prospects to compare each package. 

Finally, here are some examples of payment details:

  • Terms of pay: per hour or per project
  • Payment schedule: when and how consumers should pay
  • Total pay: the full amount clients would have to pay for your SEO services
  • Payment details: any further information related to payment

Creating an SEO proposal template is simple with Bonsai

Before sending your SEO proposal to clients, consider that it might be better to work with Bonsai, a leading proposal template solution for freelancers and marketing agencies, rather than creating and editing an SEO proposal template yourself. 

Bonsai is an all-in-one product suite and solution with smart automation that lets professionals focus on working, not on paperwork. Thanks to it, anyone can deliver a winning SEO proposal, as Bonsai offers a free SEO proposal template

Free SEO proposal templates are great, sure, but they aren’t edited to meet the unique demands of the clients you’re pitching to. You need to join Bonsai and integrate it with your workflow to edit a template.  

Don’t miss out on your free SEO proposal template download — sign-up to Bonsai for an SEO proposal example. Hold tight and skyrocket your SEO proposals today. 

Sample SEO proposal FAQs

1. How important is the Terms and Conditions section in an SEO services template?

It might mean trouble if you neglect or underestimate this section of your SEO proposal template. By having a “Terms and Conditions” section in place, you have your own back covered if a client refuses to pay, asks for unfair revisions, or wants to terminate the contract without notice. 

Consumers cannot go back on their word when agreeing to a “Terms and Conditions” section because they are obliged to honor it.

2. How to list my deliverables in a practical and easy-to-understand way?

Laying out the search engine optimization services included in your proposal is super important. It shows prospects that you offer the whole package. 

As always, try to keep everything streamlined and straightforward. Include in your SEO proposals for clients:

  1. Audit: keyword audit, content audit, link audit, and so on. 
  2. Competitor analysis: Describe how you’re going to track what competitors do and how you’re going to analyze their SEO strategy. 
  3. Keyword research: Mention the software you’re using to find relevant keywords. 
  4. Link building: Explain what process you follow for link building. Mentioning the tools you use for extensive backlink analysis is smart, too. 
  5. SEO reporting: Mention how often you’re going to send out SEO reports to prospects and if you will review them together.
Frequently Asked Questions
Questions about this template.

What should be included in SEO services?

SEO services that you can offer to the client are keyword strategy, site-audits, on-page & off-page optimization and a lot more. Make sure you understand the clients needs first before adding a service to the proposal.

What is a proposal format?

A proposal format consists of introduction, issue, solution, terms & conditions and signature of both parties. Good thing you won't have to draft one from scratch with the help of Bonsai. Their free and easy to edit proposal templates has already done the leg work for you.

What are examples of SEO deliverables?

To determine what content to write and shich keywords to target, an SEO has deliverables to fulfill. He usually provides a quarterly content strategy guide by keyword search volumes, difficulty scores and replacement advertising cost.