Best Proposal Software for Freelancers: What Actually Wins Clients
I’ve sent over 200 proposals in 4 years of freelancing. My conversion rate has improved from 35% (year 1, Google Docs) to 62% (year 4, FreshBooks proposals). The tool matters less than the content, but a good tool removes friction from the client’s decision process.
The Options
1. FreshBooks — Best If You’re Already On It ($33+/month)
FreshBooks proposals are integrated with invoicing. Client accepts → project created → invoice generated. Seamless pipeline. My primary tool.
Conversion rate: ~62% across 80+ proposals sent
2. Bonsai — Best All-in-One ($21-79/month)
Bonsai’s proposals connect to contracts, which connect to invoices. The most complete proposal-to-payment pipeline. Templates are professionally designed.
Conversion rate: ~58% across 25 proposals during my Bonsai trial
3. Better Proposals — Best Dedicated Tool ($19-29/month)
Pure proposal software with tracking, templates, and e-signatures. Shows when clients open, view, and re-read your proposal. The analytics are addictive.
Best for: Freelancers who send 10+ proposals per month and want conversion analytics.
4. Google Docs — Best Free Option ($0)
Clean, professional, and everyone can open it. No e-signatures, no tracking, no conversion to invoices. But it works.
My recommendation: Use Google Docs until you send 3+ proposals per month, then upgrade to FreshBooks or Bonsai.
What Makes Proposals Convert
After 200+ proposals, here’s what I’ve learned matters more than the tool:
1. Restate the problem. Start by demonstrating you understand their situation. “You mentioned your website isn’t converting visitors into leads…”
2. Present your solution specifically. Not “I’ll redesign your website” but “I’ll redesign 5 pages focused on conversion optimization, including A/B testing of 2 headline variants.”
3. Tiered pricing (always). Offer 3 options. 60% of clients choose the middle tier, 25% choose premium. Average project value increases 15-20%.
4. Timeline and process. Show them what happens step by step. Clients who understand the process feel more confident saying yes.
5. Social proof. One relevant case study or testimonial in the proposal increases conversion significantly.
6. Clear call to action. “Click Accept to get started” is better than “Let me know your thoughts.”
The Bottom Line
Good proposal software helps, but great proposal content wins clients. Use whatever tool fits your budget and workflow. Focus your energy on understanding the client’s problem and presenting a compelling solution. That’s what converts — not fancy templates.