Most coaches send coaching proposals as Word documents attached to emails. The client receives a file, maybe opens it, maybe reads it, and either responds or disappears. The format itself kills conversion before the content gets a chance to work.
The structure of a proposal that wins
- The client's situation and goal (show you listened — 2–3 sentences)
- Your proposed approach (what you'll do together, week by week)
- Expected outcomes (specific, not vague)
- Deliverables (sessions, resources, check-ins)
- Investment (price, payment terms)
- What happens next (clear call to action: accept, sign, pay)
Why PDF proposals kill conversion
A PDF attachment requires the client to download it, open it in a PDF viewer, scroll through it, and then separately reply to your email to accept. Every extra step is a drop-off point.
A proposal that lives at a shareable link — where the client can read, sign, and accept in one flow — converts dramatically better. You also get visibility: you can see when they opened it, how many times, and from where.
The right length
A coaching proposal should be 1–2 pages. Not a 12-page document. The client has already had a discovery call with you — they don't need a history of coaching philosophy. They need to see that you understood their problem, have a specific plan, and know your price.
A proposal is not a brochure. It's a summary of a conversation you've already had. Keep it short, specific, and easy to say yes to.