How to write proposal on upwork

How to Write a Proposal on Upwork that Actually Gets you Hired

If you’re trying to build a second income or replace a full-time income, Upwork is great resource…but first you have to get hired. There are many factors that job posters consider when deciding which applicant to hire, but there’s no arguing that the number one factor is the Proposal, or as Upwork calls it, “the cover letter”.

DO NOT USE A COPY & PASTE TEMPLATE.

First, if you’re doing this, just stop. They don’t work. Most of the proposals that I’ve gotten (as a client) are copy and paste, templates. These can be spotted a mile away. If you’re doing this, stop immediately. I understand the mindset, that copying and pasting a generic proposal is more time efficient, but it’s also significantly more ineffective. You’ll have much more success if you write a short but very relevant and specific proposal, than a lengthy, generic one.

How NOT write a Proposal

To really understand how to write a winning proposal, first you need to understand what a losing one looks like. Once you recognize the pattern, you’ll easily be able to spot the mistakes that almost everyone else is making, and more importantly, why you’ll have an insane strategic advantage against them!

Personally, I’ve hired dozens of freelancers to help with tasks outside my area of expertise. Everything from very simple data entry to very specialized highly compensated areas. What has stuck out to me when reviewing the proposals submitted was just how bad they were.

A typical proposal reads something like the below. This was an actual submission to one of my recent job postings, with the name and relevant personal information redacted.

From an untrained eye, this proposal looks fine (the applicant is very qualified, and has years of experience), but in reality this proposal (like 99% of the others) missed the mark.

The structure of this proposal goes something like this:

This structure shows zero empathy to the client’s problem. It doesn’t even show recognition of the actual problem that client is trying to solve. No one cares who you worked for and how many year’s you’ve been doing it. They care about whether you can identify and solve their problem for them. All they want is for you to ease their pain!

How TO write a Proposal

Writing a proposal is insanely easy, if you know how to structure it. Here is the EXACT structure that I use for all of my proposals. I’ve honed this after submitting hundreds and hundreds of losers and a dozens of winners.

1. Restate their core problem.

In this example, after a quick “Hello!” I restate the customer’s problem to them using their own words. “I see that you need help offloading and upgrading some of your financial processes in your growing business.” There are a couple reasons why it’s important that this be first, and I’ll cover this in more detail subsequent blogs, but for now, trust me on this, it’s important.

2. Tell them you can help solve their problem, and that you can start right away.

This is the only section of my proposal that I rarely change. I literally tell them “I can help you with that, and can start right away”. The key here is that the client is looking for someone to help with a problem they’re having. They want a solution, and they want it fast. By telling them you want to help them and that you can get started right away, you’re providing a vision of a solution on the horizon, and that’s what they want.

3. Tell them why you’re a good fit

Next, I write two or three sentences on why you’re a good fit. It doesn’t need to be lengthy for the sake of being lengthy. Concisely tell them why you’re the best fit.

4. Describe the process you’ll guide them through

This is the section that ranges the most for me. Depending on how specific the requirements were in the job posting, I will spend anywhere from two sentences to two paragraphs explaining the path I’ll guide them down. Give them a glimpse into the process that you’re going to walk them through. If you’re going to elaborate on any of the sections of your proposal, I think this is where you can get away with a little bulk. Tell them the first few steps you’d go through with them.

5. Attachments

A well designed and well documented onboarding process, or example will go a long way in building your credibility.

Below is an screenshot of the document that I regularly attach to potential new accounting clients. By attaching this to my proposal, they can see that I have a structure and process to bringing on a new client, which will ease their mind about working with me. It shows them that I know what I’m doing, I’ve done it before, and I’ve got a clear process that will make it easier on them. It shows a level of professionalism that puts me at the top of the pile.

I hope this helps you win more business on Upwork. If you have questions, hit me up in the comments. I’ll answer every one of them!

How to Create a Proposal That Wins Jobs

Every client wants to know why they should pick you for their project over any other freelancer that applies. A single project can attract 5 to 50+ proposals from freelancers. If you want to stand out among the crowd, a well-crafted proposal may be just what you need.

What is an Upwork proposal?

An Upwork proposal gives you the chance to submit a message with your application to convince clients that you’re the perfect fit for the job. This quick and concise introduction—similar to a cover letter or an elevator pitch—explains why the client should hire you. It allows you to spark a client’s interest in your services and mention critical points on how you can solve their problem.

The importance of Upwork proposals

Upwork’s work marketplace serves as a great source of potential projects. The platform displays thousands of new jobs every day for a wide variety of skill sets. The volume of posted jobs might seem like you’re likely to land work, but remember that other freelancers using this platform are also competing for those same jobs.

Proposals are one of the most vital parts of landing projects through Upwork’s global work marketplace. It’s the first step in connecting with a potential client, and your proposal must be designed to get a client’s attention. Crafting a detailed and well-written Upwork proposal is the primary way to convince new clients to interview you for their project.

If you work hard and build a reputation on Upwork, there may come a time when you no longer need to bid for jobs because clients are coming to you asking for your help on projects! But, until you reach that point, it’s important to perfect your Upwork proposal and improve your pitch.

How do I get my first Upwork client?

Testing different cover letter options is a crucial step at the beginning of your freelancing journey and separates those who land their first gig from those who give up. Competition can be challenging, especially for new freelancers just starting out. Without an effective proposal, you may end up sending out dozens of proposals, only for all of them to be ignored. When it all comes down to it, getting your first client requires you to write a compelling proposal. Test everything and keep trying until you find the approach that works for you.

Note: It usually takes three days on average for clients on Upwork to hire a freelancer they think is the best fit for their project. Patience plays a crucial role in landing that coveted first project. Keep applying to multiple jobs that fit your experience while you wait for responses from prospective clients.

How to write an Upwork proposal that shines

Writing an Upwork proposal is a skill in itself, and just like any other skill, practicing can improve your techniques. When it comes to writing a good proposal, the structure is one of the most important things to consider. While each proposal should be unique to the freelancer and job description, there are a few common elements that most good proposals include:

How long should your proposal be?

Your proposal doesn’t need to be lengthy as long as it confirms you understand the problem and shows that you can solve it. Always aim for brief, clean, and concise writing. Typically, everything you need can be expressed in three short paragraphs.

Clients don’t have the time to read lengthy proposals with details that are unrelated to their challenges. Long proposals may not convince anyone, as almost no one will take the time to read them.

What is the best format for an Upwork proposal?

The format for an Upwork proposal is very similar to writing a traditional cover letter. The proposal should be specifically tailored to each unique project. By focusing more on what the project needs rather than coming up with a clear-cut template, you’ll be able to craft better patterns and sequences in your proposals that could convince the client to hire you.

Attract the client’s attention

Typically you’re going up against more than a dozen freelancers trying to secure the same project offer. It’s likely that your proposal will only have a few seconds to leave an impression before the client moves on to another. This means that writing some catchy first few sentences is vital to ensuring your proposal doesn’t get ignored.

From the client’s perspective, the point of your proposal is finding the freelancer that can best help them. When you quickly get to the issues the client really cares about, you significantly increase your chances of landing that job.

Show understanding of the client’s goals and job description

The first few sentences should confirm that you fully understand what the client needs. Potential clients on Upwork want to know you’re going to be in their corner. They want to know you have the right skills and are ready to help them succeed. Always start by either restating the core problems or commenting on something about the job. This shows that you’ve taken the time to read the project description thoroughly and that you’ve got the necessary expertise.
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“One trick is to look at the feedback on the client’s Upwork profile when applying; other freelancers will call them by their first name in the feedback. This lets me start my application with their name. By doing this, I leave the client wondering how I know their name, which draws them to my profile to see if they know me. It also shows that I am very interested in the job and collaborating with them; I paid attention to their job description and looked even further. Finally, it makes the application more personal.”
– Andreea-Lucia Mihalache, Upwork Top Rated Freelance Writer
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Provide proof that you can get the job done

Essentially, clients want to feel confident that the freelancer they engage will handle the project. The simplest way to prove to a prospective client that you can succeed is by showing them an example of something similar you’ve already done. Point out a few of your past experiences in your portfolio or Upwork profile that matches their project needs.

Include work samples and past results

Attaching past work samples goes a long way toward building trust and credibility. Clients are very interested in a freelancer’s past work, and it can be the most significant factor in their decision-making. If you can provide specific case studies, testimonials, or proven results, you might want to place them in the second paragraph where they can be easily seen.

Note: This is also where a well-written Upwork profile comes into play. After seeing an impressive proposal, clients usually look at the profile to find more valuable information. Check out our tips for creating a great Upwork profile. After making sure that your profile backs up what you’re saying, linking your portfolio to successful project reviews is a good tactic.

Ask questions and offer solutions

Some job posts include predefined proposal questions asking if you have any questions about that particular project. This gives you another opportunity to show that you’re qualified to offer help. Make sure only to ask questions that show how well you understand what needs to be done to solve the problem. You can also ask questions within your proposal, but make sure not to overwhelm the client to the point that it’s more work for them to respond. Good questions to ask are related to timeline, product or business information, or what you’d expect in the day-to-day while working on the project.

Separate yourself from competitors

Because you’re going to be competing with many other professionals like yourself, it’s best to find ways to stand out from the crowd as early as possible. An introductory video on your profile is a great way to do that. You can reference this video in your proposal, which may make the client more likely to engage with your profile and schedule an interview.

Remember to give reasons why the client should work with you

Your Upwork proposal can serve as a great starting point for clients to get to know you better and help you stand out. When writing your letter to the client, make sure that it’s easily relatable and shows the benefits of choosing you for their project. You should explain how your experience will be an asset to the client’s project and let them know how long you’ve been in the business.

Want to learn more best practices for writing proposals that land jobs? Check out this video by Upwork Ambassador Neal Strauss.

Upwork proposal examples

Here are three Upwork proposal examples for a freelance writer position. Each of these Upwork samples is structured to present the freelancer as the perfect fit based on a hypothetical client’s job description.

Upwork proposal example #1:

I would love to be your freelance writer and help you execute your website content strategy.

I have 5 years of experience writing content for websites, including Forbes.com, Buzzfeed.com, and more. Below, I’ve linked two samples that showcase my writing ability in a similar niche to your brand. As you can see, I understand your audience and know how to write compelling articles to get your website visitors to purchase your products.

I can complete 1,000-word articles with a 2-day turnaround time. Would that work for your needs? Let me know if my writing meets your expectations, and we can set up a time to talk about your project in more detail.

Example Website Content #1 (link)

Example Website Content #2 (link)

Upwork proposal example #2:

If you need high-quality articles written for your website at an affordable price, I am the right writer for you! My goal with every content piece is to lead your website’s visitors along their buyer’s journey—hopefully ending with a purchase on your website.

As you can see in my Upwork profile, I have three years of experience writing content for websites just like yours. You can even find some of my published work on Inc.com, Marketwatch.com, and Hubspot.com. Linked below are two writing samples that demonstrate my ability to craft excellent blog content for B2B e-commerce websites.

— Example Website Article #1

— Example Website Article #2

My current turnaround time for 1,000-word articles is two days. If my work aligns with what you need, can we set up a time to discuss your goals for this project?

Upwork proposal example #3:

I’m a detail-driven writer who turns ideas into valuable website content for clients just like you. I enjoy writing for various topics and niches (business, lifestyle, travel, personal blogs, etc.). You can find examples of my past writing work on my Upwork profile, plus (insert link here) and (insert link here).

My experience has given me a deep understanding of SEO writing and strong digital marketing strategies to help drive traffic to your site. I excel in writing all types of content such as blogs, press releases, product descriptions, and more.

Note: Don’t use these as an Upwork proposal template, instead use these as proposal examples that can inspire a unique proposal for each job.

Mistakes to avoid when creating an Upwork proposal

Creating a winning proposal always comes down to understanding what the job entails before starting a proposal for that project. With that said, there are a few things to avoid when submitting proposals for jobs on Upwork.

Don’t use a proposal template

If your proposal isn’t well-crafted, it won’t get you jobs. When time becomes an issue, many freelancers, especially beginners, resort to copied and pasted templates to save time writing proposals. While this method may save many hours of writing, you may start skipping the job description and applying robotically. This is not a good idea because every client and job are unique.

Clients themselves can easily spot a pre-made proposal because it usually fails to connect with their needs on a deeper level. Using a template can significantly decrease your chances of winning jobs as they provide less personalized ideas and suggestions. Using templates also puts you at risk of developing the habit of not fully understanding the client’s needs and project scope.

Don’t make it all about you

Another critical issue to avoid is talking too much about yourself and not enough about the client. Remember that clients care about solving their problems; that’s why they posted the project on Upwork in the first place. our proposal must be about your clients, their problems, and the ways that you can solve them.

Don’t include unnecessary fluff

Writing unnecessary details that aren’t useful to the job runs the risk of you sounding unprofessional. Clients don’t have the time for fluff or filler. Write personalized, concise, and impactful proposals to show clients that you’re someone who values their time.

Don’t be too casual or overly professional

When it comes to writing winning proposals, professionalism is always a good first impression to instill in your potential clients. Steer clear of comments or statements that attempt to be funny or entertaining. More often than not, these can have the opposite effect of what you intended. While work communication has become less formal, especially with online collaboration tools, this should not blur your vision of acceptable professional settings.

However, on the other end, being too professional can sometimes do more harm than good. Many freelancers think that they have to sound extremely formal in their pitches to appear knowledgeable and competent. But this actually can hurt their chances of getting an interview. Being overly professional might rub off clients the wrong way and give the impression that you’re stiff and hard to connect with personally.

To avoid these two extremes, finding the middle ground is the best go-to to ensure you connect with the client in the best possible way. Remember that anything you write will always give an impression, and you want to make sure that it’s a good one.

Need more tips? Check out this Submitting Proposals course from the Upwork Academy.

Next steps

Whether you’re a budding freelancer or a seasoned professional, securing new jobs can be challenging if you don’t have a compelling proposal. If your proposal is well written, unique, and demonstrates solutions for the client, it’s only going to be a matter of time before you land that next project. Check out recently posted jobs and start applying today!

Once you’ve sent a great proposal and landed an interview with the client, it’s time to prepare for your interview so that you can win the project. When you’re ready, check out this article to learn tips and tricks to interview like a pro.

Upwork Proposal Samples that Get Interviews (2 Templates)

I recently posted a job to Upwork.com and got 63 proposals overnight. There’s a TON of competition. So you really need a good Upwork proposal if you want to get any interviews at all.

Fortunately, I’m going to walk you through the exact steps (and proposal templates) I used last year as a freelancer to make thousands of dollars per month on Upwork.

What we’ll cover:

Let’s get started…

How to Write a Winning Upwork Proposal

1. How to Start Your Upwork Proposal

Within the first sentence, you want to show you’ve read their job posting.

This is ultra-important. It’s more important than your name even. I see a ton of proposals that start like this: “Hi, my name is Michael and I’m a ___”.

They don’t care. That’s boring and what everyone else does.

I’d start like this instead: “Hi. I just read your job posting and it sounds like you need ___”.

This is so much better, and if you just make this one single change you’ll get more job interviews, I guarantee it.

(The typical client’s face after reading yet another proposal starting with, “Hi, my name is ____ and I ____.”)

Talking about their needs and their job posting before talking about yourself is also powerful because it immediately shows them you read their job posting.

Most freelancers just cut and paste the same garbage proposal to every client, and clients delete it immediately.

So the sooner you can show this proposal is really for THEM, and not a generic cut & paste message that’s going to bore them half to death, the better.

2. How to Write the Middle of Your Upwork Proposal

There are two key pieces to the middle or main body of your Upwork proposal.

First, you’ll want to share a bit about your background, and ideally how you’ve helped other clients solve the same problem or do the same thing in the past.

But keep this brief. Four of five sentences is enough. You don’t want to tell your life story; they don’t care. They care about how you can solve their problem. That’s it!

Then, the second part is you want to show you’re the expert here.

You can do this by making a recommendation and pointing out the opportunities you see.

Or you can do this by asking a question. For example, you might say, “I’d be curious to hear if you’ve tried ___. I recently implemented that with another client and the result was ___.”

Either way, you need something to show them you’re the expert. Why else would they hire you?

3. How to End Your Upwork Proposal

If you followed the steps above you’ll have a great Upwork proposal. It should be very brief, too. You should NOT be doing a ton of writing or sending out big bulky paragraphs.

So now, how should you end the proposal?

There are two good options for how to end an Upwork proposal:

The first option is to ask a question about their project/needs. If you haven’t already asked a question in your proposal body, you can say something like, “Do you have a website so I can understand this more?”

This is a good way to get a response and be able to find out more info about the project.

The other option is to have a more traditional “call to action” telling them to reply or asking them when they’re free to talk. Examples:

4. Mistakes to AVOID in Your Upwork Bid Proposals

Here’s where so many people on Upwork go wrong:

Now that you know what to do, and what not to do, you should be able to avoid these mistakes in any future proposals you send.

5. How Long Should Your Upwork Proposal Be?

I made tens of thousands of dollars on Upwork within a few months of starting, and got multiple interviews each day that I applied for jobs.

And I tried to explain above how short your proposals should be in order to do this! (Really short).

But sometimes it’s difficult to get this across via words.

So I did something better…

I just counted the words in my most recent, successful Upwork proposals. Here’s what I found:

I just glanced in my actual Upwork account and here are the word-counts on 5 recent successful proposals: 83, 91, 87, 116, 87.

That’s an average of 93 words per successful Upwork proposal.

That’s very short. Use this as a guideline and keep it brief if you want to start getting interviews on Upwork.

Remember, clients get 50+ proposals within the first eight hours of posting a job typically.

Do you think they want to read a giant block of text in each proposal?

So keep it short, save your time and theirs, and get far more interviews.

6. CRUCIAL Step Before Sending Your Proposal

Before sending out your proposal, you want to make sure it’s about them and their needs, not about you.

I mentioned earlier – the average job seeker on Upwork is talking all about themselves in their proposal, and the client doesn’t care. It’s boring and generic.

So before sending, do CTRL + F (or Command + F on Mac) and search for the word “You”. Count how many times you said “you”.

Then search for the word ” I ” (put a space on either side so you don’t see each “i” in the middle of words. You only want to see the actual word “I”.

Now that you’ve counted these, you should be saying “you” at LEAST as much as you’re saying, “I”.

If not, edit it or rewrite it until this is the case.

7. Best Time of Day to Send Upwork Proposals

I’d recommend only sending proposals for jobs that have been posted within the past 24 hours.

This is another place where most people go wrong on Upwork.

Don’t waste time/proposals on jobs that are 48-72 hours old (or more).

This means you’ll need to apply for jobs on Upwork multiple times per week, since you’re only going to be applying for jobs posted within the last day.

Your exact schedule will depend on your timezone, the timezone of your ideal client, and your schedule/availability.

I usually applied mid-day (11 AM or noon) in my ideal clients’ timezone (US Eastern Time).

I also experimented with applying at 8 p.m. in the evening, and that worked fine as well.

And I did this Monday – Friday each week.

As you get more clients and don’t need as many interviews, you could switch to Mon/Wed/Fri if you’d like, and skip Tue/Thurs. I started doing this once business picked up!

But while ramping up, do it every day! Get a system in place in terms of keywords and search filters you use (I’ll cover this in a future article), and just repeat it each day.

It’ll become habit and will be super easy to do after a few weeks.

Quick tip: I’d recommend grabbing a free account at Calendly for scheduling. It’ll save you hours of back-and-forth scheduling with clients and it’s amazing if you have clients in different timezones because it converts the timezones automatically.

8. How to Decide What Rate/Price to Put in Your Upwork Proposal

If you have an hourly rate, that should be consistent, so pricing your proposals on Upwork is easy.

Things get more complicated if you do mostly flat-rate projects, though, like I did.

I’d personally either have set prices for services you offer, and propose whatever your set rate is.

Or, you could propose at or near the top of the client’s stated budget.

But you don’t want to try to be the cheapest option, ever. Don’t compete on price. That’s what the people who struggle are doing.

I always aimed to be one of the most EXPENSIVE proposals a client got. Because I wanted to work with clients with great budgets who want quality. These clients are often easier to work with, believe it or not.

If you’re really unsure how much to propose in terms of your flat rate, you can also add a “P.S” at the bottom of your Upwork proposal mentioning that you’d need to discuss the project more before determining the exact price.

P.S. – the proposed cost is an estimate. I could give you an exact figure, timeframe and what I expect to be able to accomplish if we talk. If any of the above sounds interesting, reply to this and we’ll set up a time to talk this week.

That way you at least won’t be ruled out based on the proposed rate. They’ll see that and even if you proposed a number above their budget, they’ll consider talking with you.

I don’t use this all the time but it’s a good tactic if you’re worried.

9. Sell the Call, Not the Service

This is an Upwork tip (and powerful sales tip in general) that most people don’t know: You should only be selling the next step in the process.

Here’s what I mean:

The only goal of your Upwork proposal (and profile) is to get clients on the phone to discuss their project.

Then your goal on the phone call is to sell your service and get them onboard (by paying an initial invoice, signing a contract, etc. – depending on your setup).

The mistake a lot of people make – especially people who are new to sales – is trying to sell everything at the same time.

They write their Upwork proposal trying to convince the client to pay to work with them. All you should be doing is selling them on why it’s a good idea to get on a call with you. That’s MUCH easier.

So keep it dead-simple, take it one step at a time, and you’ll get more clients.

10. Make Sure Your Upwork PROFILE Backs Up What You’re Saying!

Your profile is different than your Upwork proposal, but it’s very important. It’s what the potential client sees if they click your name and view your whole profile/bio.

If you’re writing a great proposal, making suggestions, asking questions and sounding like a true expert, you need your Upwork profile to confirm that you’re an expert who they NEED to talk to.

I’m going to write another article soon focused just on how to write an awesome profile, but here are some tips to help you right now:

Notice in that last bullet I’m implying I’m not the right fit to work with everyone. This is how you should be positioning yourself…

Show that you’re selective and careful about who you work with!

Stop acting desperate. Stop chasing projects that aren’t a good fit for your specialty.

11. And if you don’t have a specialty yet, definitely go choose one…

You can always change it later if it doesn’t work out. But you’ll get far MORE work by specializing, and each project will be easier to complete because you’ll be able to create systems/templates, etc.

All the broke freelancers I know say things like, “well, I don’t want to limit myself”… or, “I don’t want to cut off my options.” They’re going to stay broke, unfortunately.

FYI there are two ways you can niche down:

You can also do both, eventually. If I had kept going I would have eventually taken my B2B email marketing service and focused on just a few industries.

But fortunately, my passive income from this blog – CareerSidekick took off and I stopped having to take any freelance work.

Proven Upwork Proposal Samples

The following are REAL Upwork bid proposal samples that I sent out and used to get clients when I was active as a freelance copywriter on the platform (after I had niched down into email marketing in particular).

Upwork proposal sample 1:

I just read your posting. It sounds like you need an expert in cold emails to advise you on everything from the content to the overall strategy.

I have a background in email marketing and have been doing this for 3 years. Cold emailing in B2B is what I specialize in.

I can work with you to write the content and subject lines, recommend the best technologies for you to use, and more. Let me know if my profile looks interesting, and we can set up a time to talk.

Best regards,
Biron Clark

Upwork proposal sample 2:

Hi! Just read your posting. Sounds like you need an email expert to advise you on a few things… from funnel setup and strategy, to what you should offer to get signups in the first place.

I have a background in funnels and email copywriting and have been doing this for 3 years, including for some other subscription/membership businesses.

I can work with you to come up with a great strategy and high-converting emails to turn your prospects into paying customers. And I can help you get more email signups going into this funnel, too.

If any of the above sounds interesting, let me know when you’d be available to talk this week.

Best regards,
Biron Clark

These are both real sample Upwork proposal I sent out and got a job from. Feel free to use these Upwork proposal templates for yourself… however, this blog gets a lot of visitors now, so I’d highly recommend customizing this. You aren’t going to be the only freelancer reading this article.

The Best Upwork Proposal Tips to Get Shortlisted Every Time

Here’s a dirty secret. The average Upwork freelancer sends the exact same cover letter to every client they pursue. So your “competition” is a generic template from a new freelancer with no reviews 99% of the time.

With that in mind, how do you move to the top of the client’s shortlist? How do you respond to projects quickly while giving yourself the best chance at winning the project and getting new clients? The tips below may only take a few minutes to implement, but over time can help your cover letters land you 50% more jobs on Upwork.

Best of all, almost nobody on Upwork uses them. Most of the Upwork tips you’ll find are ultra-beginner level. They say things like “include the client’s name in your proposal.” In this post we’re going to go a little deeper. I’ve also created a PDF version of the tips in this article that you can print out and keep handy the next time you’re submitting an Upwork proposal.

Send Your Best Upwork Proposals to More Clients

Since I wrote this article to help freelancers level up their Upwork lead generation game, I thought I’d mention the best way to increase your earnings: by sending more proposals. Technically, the same tips you use to send a great proposal on Upwork apply to any project. My favorite way to supplement Upwork jobs is with Folyo’s Web Design Leads Newsletter.

Best Web Design / Development RFP Site

Folyo PRO Lead Program

If you’ve already searched Upwork, and want more opportunities, my Web Design and WordPress Leads newsletters are the fastest way to supplement the work you find on Upwork. Since they only take a few minutes to review each week, it pairs perfectly with your existing Upwork proposal process and can 10x the number of proposals you send each week.

That’s the easiest and best proposal tip I have: send more of them. You can get a free sample by clicking here.

Some Quick Upwork Proposal Stats

A one in four shot, isn’t bad – but if you adjust for inactive accounts and freelancers who are instantly disqualified for spamming with worthless templates … your real competition on Upwork is even smaller. Even the remaining freelancers are often beginners so your chances to make money are pretty solid.

That goes for even on the most competitive jobs. So your chances are actually pretty good. If you follow the rest of the tips in this article, you should win 1/4 of your proposals. I’ll even include some proposal templates below so you can see exactly what we’re talking about. So without further ado…

Get Our FREE Agency Proposal Cheat Sheet

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My top 10 Upwork proposal tips for getting shortlisted quickly

First I’m going to give you my 10 tips all at once. Then below I’ll expand on each one.

So, how do you implement each of these quickly? Let’s go through each one.

1. Read the Entire Job Description (Don’t Flunk This Test)

Too many people skim through listings before applying. Don’t make this mistake. Overlooking a key detail, such as the common “read the full description test” that clients sneak into their posts, is one of the most common ways clients filter out careless applicants. Carefully reading descriptions will also help you create more relevant proposals.

2. Get a Client’s Attention in the First Line

It’s not enough just to read the job description – you need to make it clear you read and understood what the client wants.

Some clients ask applicants to answer a specific question or include a keyword in their bid proposal. If a client asks you to do this, then great, but it’s also a good idea to start tour bid by summarizing what the client is looking for.

For example, if you are bidding on a job to write SEO blog posts for an artisan coffee company and the client mentions in their job post that they want to hire a freelance writer who is passionate about coffee, then you’re going to want to highlight this in your profile.

Hi Client, I noticed you’re looking for someone who’s passionate about coffee. I’ve tried every coffee and espresso contraption on the face of the earth (my favorite is still my Aeropress) and have even started a blog about my love of coffee which you can read about here.

You may not have the exact experience or interests that are outline in the post, and you don’t want to lie or exaggerate about your passions, but it’s important to highlight the relevant experience and interest that you do have for the subject quickly. When clients have a lot of applicants, they often will only get to see the first line of your bid when scanning your proposal. A client is more likely to click on your bid if they can see you’ve taken the time to acknowledge what they are looking for.

3. Give the Client a Preview of Your Expertise by Offering a Free Tip

Like most people, your potential clients are probably tired of clickbait links, sleazy salesmen, and self-appointed gurus who will do and say anything to get in their wallet. They’re looking for real solutions. You can prove you’re capable of providing this, instead of just claiming it like 99% of freelancers by offering helpful suggestion.

Make sure your tip is framed in a positive way, never belittle the client’s existing work. Here’s an example:

Upwork proposal sample

Hi Client, I noticed you’re looking to increase page speed and are on WordPress. One of my all-time favorite tools for this is WP Rocket. I noticed you’re not using it on your site and adding it will instantly help your page speed score by lazy loading your videos and other content. I helped X client do this on their website and it was an easy way to improve their ranking by speeding up their site.

Remember, your expertise might seem normal to you, but offering something simple can be really valuable to the client.

4. Find the Most Similar Work in Your Portfolio to the Client’s Project and Send Only That

Clients are looking for specific skill set. Relevant examples are worth 10x more than generic ones. To instantly earn a potential Upwork client’s confidence, show them examples of projects that align with the requested work. This will make it clear that you can get their specific job done. It doesn’t take an extensive portfolio to do this. You can even do this with your first client. Here are some ways you can do this if it’s your first job:

These are some ways to give the client an example of your work when you don’t have a ton of experience. It doesn’t have to take a long time to show the client your work quality. Even a newbie can do this.

5. Avoid Using Form Replies – Upwork Clients Can Smell Templates From a Mile Away

Look at things from the client’s perspective. Your job proposal is going to be one of many. 90% of your competition is going to use a template. Your potential clients can spot these shortcuts from a mile away; you’re better off not taking them. One personal, well-written, sentence on Upwork is a more effective proposal than the a 5000-word template.

6. Pretend Your Upwork Profile Doesn’t Exist, Send Clients What They Ask For Directly

Most freelancers expect clients to do too much work. The truth is a client will likely never see your Upwork profile.

So even if you have the same work in your profile, it’s important to show Upwork clients your work, experience, and testimonials directly in the DMs you send them.

This not only ensures they’ll see what you want them to, it shows the client you’re willing to take work off their plate by answering questions and requests they have directly. If the client wants to see your portfolio or examples of past work, then add them to your message. Avoid taking the opposite route and laying out expectations like “see my profile.”

Aim to make it as quick as possible for a client to identify you as the most suitable candidate. Reducing the tedium of screening applicants makes you more likable. One of my favorite books: How to win friends and influence people is a must-read if you want to learn more about the methods that win potential clients over.

7. Use Upwork’s Job History to Propose the Perfect Budget

Take a moment to run through the job history of any client you want to work with. This should give you an idea of what they see as an appropriate budget for the project in question. You’ll obviously want to be wary of clients who pay bargain basement prices for work.

Even the most spectacular proposal can be rendered worthless if it’s attached to an unreasonably high price tag. Severely undercutting the competition is no good either. Rates that fall too far below the average indicate a lack of confidence and respect for your work.

8. Keep Your Initial Proposal Message to Under 500 Words

Popular job postings attract a lot of interest, and some clients will be inundated with proposals within an hour of posting a job. Assuming you have done enough to persuade the client to open your proposal, the last thing you want to do is bore them into a coma with a long, rambling essay about why you are the right man or woman for the job.

Keep your proposal succinct and to the point.

Say what you need to say in as few words as possible. The more you waffle, the less likely the client is to reply to your proposal. Remember, you can always say more later, once you’ve started a conversation with the client.

9. Respond to Messages as Fast as You Can (Within 12 Hours)

On Upwork, fast and friendly is better than slow and perfect. Your proposals don’t need to be overly stuffy. Focus on being responsive. Keep your language professional but friendly. Be engaging and approachable. Ideally, you want this proposal to lead to a long-term working relationship, so an engaging, friendly, yet professional approach helps reassure the client you are a freelancer they can work with on other projects.

Download the app on your phone, and get good at replying to Upwork clients quickly.

10. Don’t live and die by each Upwork proposal, enjoy the process.

Remember, creating a winning Upwork proposal takes practice and patience. Make sure you don’t give up on the process.

Play to win, but enjoy the fun – David Ogilvy

When you pitch too hard, you turn clients away (and are less likely to continue practicing).

Often times, this can be a simple mindset shift. Instead of asking yourself how you can sell clients on your Upwork proposal, ask yourself how you can help the client – regardless of whether you land the work.

Bonus: Now That You’ve Created Your Best Upwork Proposal, Send it to More Clients

Upwork is a great place to find leads quickly, but what do you do when you’ve already reached out to all of the high-quality jobs on Upwork?

I recommend you supplement your Upwork process by reaching out to other companies who need your help outside of Upwork.

The best way to do that is to reach out to companies that need your skills right now. But how do you find these opportunities?

Until now, you had to do pain-staking prospecting by yourself.

But with Folyo’s Web Design, Web Development, and WordPress Leads Newsletters, you can get qualified leads sent directly to your inbox in minutes. It only takes a few minutes to review each week, which means it will pair perfectly with your existing Upwork proposal process. If you’re a graphic designer or web designer I strongly recommend you check it out below.

10x the number of proposals you send each week. Get a free sample by clicking here.

Folyo exists to help your agency find better leads quickly. Since 2013 we’ve curated the web’s best RFPs and client opportunities inside our flagship lead program Agency Leads PRO. Each year we help thousands of agencies add millions of dollars to their bottom line. Get instant access to the best website design leads by trying Agency Leads PRO today.

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Disclosure: This site is sponsored by affiliate programs. We may earn money from the companies mentioned in this post. As an Amazon affiliate partner we may earn from qualifying purchases.

Successful freelancers know the importance of learning how to become a good salesperson. Especially when it comes to the art of writing a winning proposal.

Effectively presenting yourself as a knowledgeable professional who understands the needs of your clients is the best way to win contracts on Upwork.

Especially for new freelancers without an established reputation or a stellar Job Success Score.

Below are a few of my personal Upwork proposal tips and best practices – along with a few Upwork proposal examples – for writing an amazing proposal and cover letter, regardless of your industry or niche.

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1. Keep it short and sweet

Try to keep your proposals and cover letters short and sweet – aim for 200 words or less.

It isn’t unusual for clients to receive 50 or more proposals on a single Upwork job posting. And they simply won’t have time to read long proposals.

Value your client’s time as you value your own.

(photo by Luis Molinero)

2. Use the client’s name whenever possible

Dale Carnegie once wrote: “A person’s name is to that person, the sweetest, most important sound in any language.”

When possible, begin every proposal letter with a personalized greeting.

It’s the first thing a client sees. And it’s a great way to grab the client’s attention.

Client names are not always included in job postings, but about 90% of the time you can figure it out with just a bit of detective work.

Browsing through client reviews is usually a great place to start.

3. Display your understanding of the requirements and an interest in the work

It’s always good practice to try and think about things from your client’s perspective and make your cover letters client-centric.

A good proposal focuses more on the client than it does the freelancer.

Practice this technique by beginning each proposal with a couple of lines that acknowledge your client’s needs. Also be sure to mention critical points about the job, indicate a genuine interest in the work and prove that you read the posting carefully.

Sometimes I also throw in a question in an effort to start a dialogue. Simply getting your client to send a message can drastically increase your odds of closing the deal.

You would be shocked to see how many freelancers don’t even read the job description carefully and rely on hyper-generic proposals.

It’s not as hard to stand out as you might think.

Wow. I have to say, this job post really stuck out to me – I’m a great fit for this project.

I’m a regular consumer of these types of products. And e-book design happens to be my forte.

I’m curious, what brought you to Upwork? I’d love to hear more about yourself and your role in the company.

4. Throw in a compliment

It may also be a good idea to throw in a compliment about the client, their work or their business.

Think about how you feel when a client compliments your work. It immediately puts a little extra skip in your step and makes for a memorable engagement.

Just make sure it’s genuine. People can always tell when you’re sucking up.

I love your company’s mission of achieving sustainability, it’s an important aspect of my life as well. I also love your branding – your tagline made me smile!

5. List your professional qualifications

After acknowledging details about the job post, displaying an interest in the work and complimenting the client you may begin briefly talking about what makes you a good fit for the job.

Provide a list of your professional qualifications by answering one or more of the following questions:

And don’t be afraid to name-drop.

I am a graphic design guru with almost 20 years experience. I’ve work with nationally recognized clientele on a daily basis including the Centers for Disease Control Foundation (CDCF), QuickBooks and Kimberly-Clark.

My freelance business has received national recognition including a Gold Digital Health Award for my work with the CDC and features in Business Insider.

6. Include a unique selling point (what makes you the best fit for the job)

Always include a selling point that is unique to you. If you can’t come up with one, try asking yourself the following questions:

I’ve worked in this niche before. One of my most recent campaigns was even featured on the Amazon’s bestseller list for three months.

I love to partner with my clients and make their products shine. I am also fast, efficient and able to offer rapid turnarounds.

7. Include a link to an off-site portfolio and/or your Upwork profile

In my opinion, having an off-site portfolio site, especially if you’re presenting yourself as a tech or design professional, is a must if you want to attract new clients.

Far too often, Upwork freelancers rely solely on their Upwork profiles to represent their entire body of work and experience.

Especially in creative fields, it’s not at all uncommon for a client to ask for more information or additional portfolio samples. This is why it’s a good idea to have that supplemental site or landing page ready to go.

In the past, I’ve recommended using your website as that portfolio.

But I recently learned – and I am not sure when this policy was implemented – that Upwork’s Terms of Service now disallows using any external link to a page that includes an alternate method of contact. Alternate methods of contact include e-mail addresses and contact forms.

So now, I recommend linking to a simple landing-page style portfolio that doesn’t include any alternative method of contact (other than a link back to your Upwork profile if you so choose).

Also, consider including a link to your Upwork profile in your proposal letter.

As silly as this might sound, on the client-side of the interface, multiple clicks are required to see a freelancer’s full bio, so many clients never bother. It doesn’t hurt to make it a bit easier on them.

I am attaching a multi-page portfolio to this proposal. You can view additional work samples at MorganOverholt.com/Upwork-Portfolio

8. Include relevant portfolio examples

Include as many relevant portfolio samples as possible.

I keep folders of portfolio examples on my computer labeled by category for a quick and easy reference.

If the job is about a logo, send logo examples. If the job is about real estate, send real estate examples.

This advice sounds intuitive, but you’d be surprised how many people take the easy way out with generic, unrelated examples.

If you don’t have any related examples, make some.

Demonstrating that you are capable of successfully completing this type of job is a crucial step to winning the contract.

(photo by Luis Molinero)

9. Ban passive phrases from your vocabulary

Don’t subconsciously undermine yourself by using the wrong words.

Consider the following phrases officially banned: “I think”, “I feel”, “I believe”, and “I should be able to”.

These phrases indicate a lack of confidence.

Instead, use phrases like “I will” and “I am”.

Put yourself in the client’s shoes. It can be scary hiring a stranger on the internet.

Smart clients want to hire a professional who knows they can get the job done. They aren’t hiring you because you’re a charity case, so don’t act like one.

(photo by Luis Molinero)

10. If you’re new to Upwork, tackle the elephant in the room.

Winning that first contract can be a difficult task, especially with that “$0 earned” text staring both you and your prospective clients in the face. But it doesn’t mean that it can’t be done.

I personally hire Upwork newbies all the time. Their earnings, or lack thereof, don’t play a huge role in my decision on whether or not to hire them.

But with that said, don’t be afraid to explain to your prospective clients that you’re new to the platform.

During my first month on Upwork, I included the following line with every proposal I sent out:

While I’m new to Upwork, I am a veteran in the graphic design industry with almost 20 years of experience.

Just remember, it’s unlikely you’ll get the first job you apply for, but if you take the time to craft a carefully worded proposal and demonstrate your abilities as a professional, success is sure to follow.

(photo by Luis Molinero)

11. End with a call to action, a question and your full name

No proposal is complete without an effective close.

What do you want your client to do next? Reach out to you for more information? Contact you for details?

Make the next steps crystal clear, and 90% of the time they will follow suit.

I also usually like to include a question with my call to action. Make your question irresistible and there’s a good chance you’ll get a response. People love to talk about themselves, so make the question semi-personal if possible.

Finally – here’s my cheat for the “no website” rule I referenced earlier – sign off with your first and last name. Upwork hasn’t banned using your full name inside of a proposal (yet). It makes you more Googlable. And you can’t help it if a client has the foresight to check you out on LinkedIn.

Go ahead and shoot me a quick message here on Upwork so we can chat a bit more about yourself and the project. I’m also happy to answer any questions you might have about me and my services. I’ll be at my computer for the rest of the day.

PS: How did you guys come up with the title of the book? It’s quite clever.

Two sample Upwork proposals

Ready to see how it all comes together? Check out these examples below.

For variety, I will include two variations. Both, in my experience, have proven to be effective.

Sample #1

I have to say, this job post really stuck out to me – I’m a perfect fit for this project.

I’m a regular consumer of these types of products. And e-book design happens to be my forte.

I’m a designer with nearly 20 years of professional experience. I’ve worked with nationally recognized clientele like the CDC (Centers for Disease Control), Yogi Tea and Kimberly-Clark.

I am also Upwork Expert Vetted – which means I am ranked among the top 1% of professionals in my field on this platform.

I pride myself on my ability to offer rapid turnarounds and quality products to my clients. And I would like to do the same for you.

I am attaching a multi-page portfolio to this proposal. You can view additional work samples on at MorganOverholt.com/Upwork-Portfolio.

Go ahead and shoot me a quick message here on Upwork so we can chat a bit more about yourself and the project. I’ll be at my computer for the rest of the day.

Sample #2

Thanks for the invite! Very nice to meet you.

I’d love to help you out with that menu redesign. And yes – you remembered correctly. Vector format is exactly what you need for a large format print. I can also provide a fast turnaround. What’s our print deadline?

I’d also love to see your sketches and reference pictures. I can match any style you have in mind. I am also incredibly fast.

As you may have already read on my profile – I’m a designer with nearly 20 years of professional experience. I’ve worked with internationally recognized clientele like the CDC (Centers for Disease Control), Yogi Tea and Granier Bakery.

I am also Upwork Expert Vetted – which means I am ranked among the top 1% of professionals in my field on this platform.

I am attaching a multi-page portfolio to this proposal. You can view additional work samples on my Upwork profile here: https://www.upwork.com/freelancers/

Go ahead and shoot me a quick message here on Upwork so we can chat a bit more about yourself and the project.

What are your favorite Upwork proposal tips? Let me know in the comments. Also, don’t forget to connect with me on social media using the links below.