A proposal has one job: getting the customer to click Accept. Everything on the page should help them get there. This article covers the layout, writing and details that make the difference, based on what we learned building more than 70 templates for the BoothBook template library.

Start with who it’s for

Open with the customer, not with you. The first thing they see should be their name, their event, their date and their venue, pulled in with variables. Then a short line about what you’ll bring to their day, and a button that takes them to the price or lets them accept.

Add a note about the expiry date near the top, such as “Your date is held until Proposal Expiry Date”. It’s a polite reason to decide.

A layout that works

This order suits most events:

  1. Hero: their name, event, date and venue, with a button.

  2. A short personal note: two or three paragraphs, written like a letter.

  3. What’s included: around six points, each with an icon or a photo.

  4. Photos: your own work, ideally from events like theirs.

  5. The package: the quote, then upsells, then the Accept button.

  6. Reviews: use the Reviews element, which shows your real reviews.

  7. FAQ: answers to the questions people ask before booking.

  8. Finish: a closing line and Accept again.

You can move sections around, but keep the quote easy to reach. Most customers read on a phone and won’t scroll forever to find the price.

Write it like a person

  • Write to one person. “You” and “your”, not “clients” and “customers”.

  • Keep paragraphs short. Two or three sentences reads well on a phone.

  • Be specific. “Unlimited prints, ready in 10 seconds” says more than “high-quality prints”.

  • Match the event. A wedding proposal can be warm and personal. A corporate one should be clear and to the point.

  • Don’t invent reviews or quotes. Use your real ones.

Answer objections before they’re asked

Your FAQ should answer the questions that stop people booking. Look at what customers email you about after they get a proposal, and put the answers on the page. Common ones:

  • How much space and power do you need?

  • When do you arrive and set up?

  • How does the deposit work, and when is the balance due?

  • Can we split the payment?

  • What happens if the date changes?

  • Do you have insurance?

Each answer you add is one less email before someone books.

Make accepting easy

  • Put Accept after the quote and again at the very end.

  • Offer two or three quote options, not more.

  • Put upsells next to the quote, before Accept.

  • Set the after-accept actions so the customer signs and pays straight away.

Check it before you send

  • Preview it on a phone.

  • Check the name, date and venue pulled through.

  • Check the quote is right.

  • Check the expiry date.

  • Read the customer-specific parts out loud.

Follow up at the right moment

You’re notified when the customer opens the proposal. A short message while they’re reading it works far better than chasing a week later.