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Read it when the question comes up, or work through a whole section to fill gaps in the basics.
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Answer
It reads as an answer to their problem, not a brochure about you. Open with their situation, in their own words from your conversation. That single choice does more to win work than any design. Then: what you recommend and why, what you will do, what they will have at the end, what is not included, what you need from them, the timeline, the price with payment terms, and a single obvious next step. Three practical things that improve outcomes: offer two or three options rather than one, so the question becomes "which" instead of "yes or no"; put an expiry date on the pricing; and present it live if you can, because emailed proposals get skimmed straight to the number. Keep it to a few pages. The "about us" section goes at the end, if at all. Use the Proposal Outline.
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