What really needs to go into a law firm proposal or pitch?
Even if you're not responding to a full RFT or formal tender, preparing a tailored proposal or pitch takes thought.
Faced with reading a 10, 50, or 100-page document, which would you prefer? Evaluators don’t want to sift through fluff.
It's tempting to include everything…your firm’s full capability statement, every partner profile, a library of matter summaries, juuuuuust in case something sticks.
But the best legal proposals (whether formal or informal) don’t try to overwhelm.
They are clear, concise, and tailored.
And most importantly, they answer the buyer’s unspoken questions:
Is this the right solution?
Can they really do it?
Is it good value?
Will it be a safe and low-risk decision?
To make your response easier to craft, and easier to read focus on content that answers these questions directly.
Much of this applies whether you're responding to a formal RFT as part of a competitive process or submitting a one-off pitch or quote.
1. A clear restatement of the client’s needs
Don’t skip this.
Restating the client’s challenges or objectives shows that you’ve understood the brief. It reassures the evaluator that your proposal will be relevant and tailored — not recycled.
That doesn’t mean copying and pasting from their website or annual report. I see a lot of proposals that blandly state over and over ‘We understand X’ but don’t explain what that will mean for the services they are proposing.
Go one better: interpret what their situation means for your response. A good restatement shows you’ve read between the lines and made the connection to your firm’s offering.
It also gives you a chance to show empathy, context awareness, and alignment. Bullet points in your executive summary or a short section titled “Our understanding” is often all you need.
For example, if a corporate telco is seeking regulatory advice, instead of restating 'You are a leading telecommunications provider operating nationally,' you might say:
Our understanding of Telco’s needs
You are seeking a legal partner who can:
Navigate a complex and shifting regulatory environment across multiple jurisdictions
Provide proactive, forward-looking advice to support service rollout and innovation
Respond quickly to regulator inquiries and help de-risk compliance exposure
Collaborate with your in-house legal and regulatory teams to streamline advice
This shows you’ve actually thought about what they’re really trying to solve - not just parroting back to them who they are (they know that! They want to know what you’ll be doing about their challenges, issues and problems).
2. A recommendation (not just a description)
In a similar vein too many legal proposals simply list services.
Instead, recommend a solution or approach: show how your approach, team, and methodology are the best fit for the client’s goals.
Map features to benefits: don’t just say what you’ll do; explain why it matters in a way that is relevant to this client, this time.
3. Evidence to back your claims
Every firm says they’re experienced and client-focused. What evaluators want is proof.
That might include:
Specific matter examples (ideally similar in scope, sector, or complexity)
Testimonials or reference quotes
Brief lawyer profiles tailored to the opportunity (not 3 page CVs)
Methodologies or workflow processes that demonstrate rigour
Accreditations, awards, or other accolades.
Remember: specifics build credibility.
4. A reason to proceed with your firm
Without a clear differentiator or value proposition, many legal bids start to look the same. And when that happens, price often becomes the deciding factor.
Make sure you clearly articulate:
Your relevant points of difference
Any value-added services
Your approach to the service relationship, client care and collaboration
Why working with your firm is a lower-risk, better-bet choice.
5. How you handle conflicts and sensitivities
This is a must in formal legal tenders and proposals.
Buyers are looking to reduce risk, and conflict management is a key concern especially in regulated, government, or financial services sectors.
Depending on the informal proposal you are working on consider including:
Conflict checks completed for potentially assuming work
How your firm identifies and manages potential conflicts
Protocols and systems for information barriers, confidentiality, and independence
Proactively addressing these concerns helps reduce perceived risk and sets you apart from firms who just treat it as boilerplate or don’t touch on it at all.
Final thought: if it doesn’t serve the client, or advance your case - cut it
Every section should earn its place.
If a piece of content doesn’t directly help the client feel more confident in your solution, team, or approach — consider cutting it.
Clarity and relevance always beat bulk.
About the author
Amy Burton-Bradley is a legal tender strategist and the founder of Bidtique. Law Firm Tenders is her resource site for firms who want to sharpen their approach to tenders, bids, and proposals.