What goes in a law firm proposal? A no-fluff guide

Proposals selling legal services don’t need to be long to be persuasive.

But they do need to be sharp, client-focused, and structured in a way that makes it easy for the reader to say ‘yes’.

This guide sets out the core components of a persuasive law firm proposal, with no filler, no buzzwords, and no “we’re a full-service firm” padding.

A quick reality check

Most clients reviewing proposals are short on time and long on options. They’ll skim before they read. If your proposal doesn’t quickly prove you:

• Understand what they need

• Have done it before (well)

• Can deliver it again (confidently)

they’ll move on.

Your proposal needs to make their job easier, not harder.

The essential ingredients

These are the core components that work for most formal and informal proposals. Tweak them depending on the format and how well you know the client.

1. Cover page

Simple and branded. Include the opportunity name, client logo (if allowed), your firm name, and submission date.

2. Executive summary

This is not an introduction. It’s your persuasive, high-level case for why the client should pick you, in a page or less. Tailor it. Focus on the client and their outcomes, not your firm.

3. Understanding of requirements

Reflect the client’s language and objectives. Show you’ve read and understood what’s required, and care about getting it right.

4. Our proposed approach

Explain how you’ll deliver what’s required, step by step. Include timelines, key team members, methodology, or phases if relevant.

5. Our experience

Show you’ve done this before, ideally for similar clients or matters. Include case studies, legal issues managed, and outcomes achieved.

6. Key team members

Who will work on this? What’s their experience with this kind of work? Include bios and role descriptions.

7. Pricing

Clear, transparent, and compliant with the RFT or client’s request. Provide alternate pricing models if appropriate. Explain inclusions and exclusions.

8. Referees

Provide 2–3 relevant client referees. Choose people who can speak credibly to your experience and the value you delivered.

9. Appendices

Optional. Use for CVs, detailed matter lists, insurance, policies, compliance forms, and anything else that clutters the main narrative.

What you can skip

Unless explicitly requested:

• Long histories of the firm

• Awards and rankings that aren’t directly relevant

• Generic marketing copy

• Repetitive bios

If it doesn’t help the client make a decision, cut it.