Optimize · Proposal / Pitch Optimization
Rewrite a Proposal Pricing Page for Clarity
Reformat a confusing pricing page so the buyer understands what they're paying for, what's optional, and what the total is in under 30 seconds.
When to use
Use when prospects keep asking 'what's the total?' or 'is the website included?' after reading the proposal. Run before sending any proposal over $25K. Especially useful when you have tiered options or phased pricing that's getting lost in the layout.
The prompt
You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in pricing pages a CFO can read in 30 seconds without questions. Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Current pricing page text: [CURRENT_PRICING_PAGE] | Pricing structure: [PRICING_STRUCTURE] | Payment terms: [PAYMENT_TERMS] | Whether tiers/options exist: [OPTIONS] Rewrite the pricing page so a CFO can answer in 30 seconds: (1) What's the total? (2) What's included at each price? (3) What's optional? (4) When do I pay? Eliminate ambiguity, redundant line items, and 'starting at' language. - Total cost appears once, large, top of page - Each line item names a deliverable, not a 'service category' - Optional add-ons are visually separated from base scope — no buyer should accidentally agree to add-ons - Payment schedule shown as a 3-column table: When | Amount | Trigger - No 'investment' if 'price' or 'cost' is clearer; no 'engagement' if 'project' or 'retainer' is clearer - Footnotes only for taxes, expenses, and currency Rewritten pricing page in markdown: H1 total → scope table → optional add-ons table → payment schedule table → 1-line 'what's not included' note. Then a 3-bullet 'changes I made and why.'
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services in the proposal[PROSPECT_NAME]Prospect company name[PROSPECT_INDUSTRY]Prospect's industry/vertical[CURRENT_PRICING_PAGE]Paste the current pricing page text/layout[PRICING_STRUCTURE]Fixed fee / retainer / phased / hybrid + amounts[PAYMENT_TERMS]When payments are due and what triggers them[OPTIONS]Any optional add-ons or tiered packages
Example input
Agency: Glasswing Studio — web design + dev | Prospect: Holvey Capital, mid-market PE firm | Current pricing page: 'Project Investment: Strategy & UX: $14,000. Visual Design Phase: $18,500. Development Sprint: $24,000. Optional: CMS migration available upon scope. Total starting at $56,500 + applicable taxes. Payment: 50% upfront, balance upon completion.' | Pricing structure: fixed-fee project, $56,500 base | Payment terms: 40% on signature, 30% at design approval, 30% at launch | Options: CMS migration +$8,000, ongoing maintenance retainer $2,400/mo
Example output
## Total Project Cost: **$56,500** (USD, ex. taxes) ### What's included | Deliverable | Cost | |---|---| | Strategy + UX (sitemap, wireframes, 1 round revisions) | $14,000 | | Visual design (homepage + 8 templates, 2 rounds revisions) | $18,500 | | Development + launch (Webflow build, QA, deploy) | $24,000 | | **Total** | **$56,500** | ### Optional add-ons (not included unless selected) | Add-on | Cost | |---|---| | CMS migration from current site | +$8,000 (one-time) | | Post-launch maintenance retainer | $2,400 / month | ### Payment schedule | When | Amount | Trigger | |---|---|---| | On signature | $22,600 (40%) | Countersigned SOW | | At design approval | $16,950 (30%) | You approve final designs | | At launch | $16,950 (30%) | Site is live | *Not included: hosting fees, third-party software licenses, stock imagery.* **Changes I made:** removed 'starting at' (it implied the price could change), separated optional add-ons into their own table so they can't be conflated with base scope, added a payment trigger column so the CFO knows exactly what unlocks each invoice.
Pro tips
- If you currently use 'investment' instead of 'cost' or 'price', stop — buyers in finance roles read it as evasive
- The payment trigger column is the single biggest unlock for AR cycles — buyers can't dispute a milestone they signed off on
- Always include a 'not included' line — it's the single best way to prevent scope-creep arguments month 3
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