Website redesign proposal: what should be in it

A website redesign proposal should tell you, in writing, exactly what you are buying: which pages, who writes and supplies what, who owns the finished site and domain, the schedule, how many rounds of changes are included, what you will pay after launch, and what happens to your old page addresses and email. If any of those are missing or vague, ask for them to be added before you sign. A good designer will not mind; the proposal protects them as much as you.

Why the proposal matters more than the pitch

In a meeting, everything sounds included. "Of course we'll keep your email working." "Sure, you can change things yourself." A month later, when something is not done, the only thing that counts is what the proposal says. Treat it as the contract it usually becomes. Read it slowly, with a pen.

Section by section: what a good proposal contains

1. Your goals, in their words

The proposal should start by restating what you asked for: "A new site that works on phones, keeps the current page structure, and makes it easy for customers to call." If the designer's summary does not match what you meant, you will get a site that does not match either. Correct it now.

2. The scope: pages and features

Look for an actual list, not "a new website":

Every page by name: Home, About, Contact, and each service page.
The features: contact form, map, gallery, booking link, review display.
What is not included, stated plainly. "Online store not included" is a good sign, not a bad one.

If you expect twelve pages and the proposal says "up to eight", you need to know now.

3. Who provides the content

Text and photos are where projects stall. The proposal should say:

Whether the designer writes new text, edits your text, or uses it as supplied.
Whether they provide photos, use stock, or use yours.
When they need your content, and what happens to the schedule if it is late.

4. Ownership

This section is short and important. It should say that, once you have paid:

The domain is registered in your name or your business's name.
You own the text, photos you supplied, and the design work for your site.
You can get a copy or export of the site if you leave.
All accounts (hosting, analytics, Google Business Profile) are in your name or list you as owner.

If the proposal says the designer keeps the site, licenses it to you, or holds the domain, that changes the deal completely. Owning your website files: why it matters explains what is at stake.

5. Old pages, search and email

A redesign proposal for an existing site should mention your current site specifically:

A list of current page addresses, and a promise that each will keep working or be forwarded to the matching new page.
What happens with your email during and after the switch, and who checks it.
Who points the domain at the new site, and when.

If the proposal promises a position on Google, be careful. Nobody can guarantee search results. What a proposal can reasonably promise is that old addresses are forwarded, pages have clear titles and headings, and the site works well on phones.

6. Timeline with milestones

Look for dates or week numbers for each stage: first draft, your feedback, revised draft, testing, launch. It should also list your homework and when it is due, because most delays come from waiting on the owner. How long does a website redesign take? gives typical ranges to compare with.

7. Revisions

How many rounds of changes are included, how a round is defined, and what extra rounds cost. "Two rounds of revisions, each a single consolidated list of changes" is clear. "Revisions as needed" sounds generous but often leads to disputes.

8. Price and payment schedule

The total build price.
How it is split: deposit, milestone payments, final payment.
What triggers each payment. Paying the final share when the site is live and approved is fair.
Whether prices include tax.

9. Costs after launch

Everything that recurs:

Hosting or builder plan, with the renewal price.
Domain renewal.
Email.
Any maintenance or care plan, what it covers, and whether it is optional.
Third-party tools: booking, forms, plugins.

10. Changes after launch

How you make small changes yourself, whether training is included, and what the designer charges for changes you ask them to make. Ask for an example price for a common small job.

11. Ending the relationship

What happens if you want to stop working with them, or if they close down. How you get your files, how accounts are handed over, any notice period or fees.

Warning signs in a proposal

No page list, just "a professional website".
No mention of who owns the domain.
A monthly fee with a long minimum term and an automatic renewal.
Promises about search rankings or traffic numbers.
No mention of your existing site, its pages or your email.
Full payment up front.
Vague revision terms like "unlimited tweaks", which rarely survive contact with a real project.

Questions to send back

If the proposal is missing anything above, reply with numbered questions:

Can you add the list of pages and features included?
Please confirm the domain and all accounts will be in my name.
Will every current page address keep working or be forwarded?
Who checks that email keeps working on launch day?
What will I pay each year after launch, every fee included?
How many revision rounds, and how is a round counted?

The answers belong in the proposal itself, not in an email thread. When you have more than one proposal, how to compare website redesign quotes shows how to line them up.

Before you sign

Goals restated correctly.
Every page and feature listed.
Content responsibilities and deadlines clear.
Ownership of domain, site and accounts in your name.
Old addresses and email covered.
Timeline with your homework.
Revisions defined.
Payment schedule tied to milestones.
Yearly costs after launch listed.
Exit terms stated.

One way to take the guesswork out of a proposal is to see a working result before you commit to a long project. You can see your site rebuilt first and use it as a concrete reference when you read what others propose.