How To Create a Proposal That Wins Jobs

On Upwork, writing great proposals is how you win work. Think of your proposal as your elevator pitch. The goal is to encourage the client to click your proposal, review your profile, and schedule an interview to learn more.

A well-crafted job proposal can help you stand out from the competition and land more interviews. This article explains how to write a strong proposal, and includes Upwork proposal samples to help you get started. 

What is an Upwork proposal?

Proposals on Upwork are how you bid for jobs. They show you understand the client’s pain points and have the skills and experience to solve them, and also open the conversation for key details like the cost of your services.

Your proposal also includes a cover letter section where you can submit a message with your application to convince clients that you’re the perfect fit for the job. This quick and concise introduction gives you the opportunity to spark a client’s interest in your services and highlight how you can solve their problem.

How to write a winning Upwork proposal

When writing job proposals on Upwork, keep in mind that the client is likely looking through many others at the same time. The goal is to quickly capture the client’s attention in the first couple of sentences, so they want to keep reading. 

While every proposal should be personalized to match the job description, strong cover letters often contain the following components: 

1. Summary

The beginning of your proposal should include an overview of who you are and how you can help with the project. The summary should quickly capture their interest and convey the most important points of your pitch.

“Add something in your proposal that says, 'Hey, I'm not just like everyone else.' Show off your personality. Use one sentence to stand out and another that shows that you understand what the client needs and that this isn't just a copy-and-paste application." 

— Corinna Zennig, Expert-Vetted data analyst 

2. Problem statement or needs assessment

Show that you understand the client’s current problem. Similar to active listening, adding a problem statement demonstrates that you read through the job description.

3. Proposed solution

Present your services as the solution to the client’s problems. You don’t have to write a step-by-step guide, but briefly explain how you plan to solve their issue.

4. Benefits

Highlight what separates you from other Upwork freelancers submitting proposals. Think about the benefits of working with you over someone else — your unique selling points (USPs). These could be your specific background, experience in your niche, or quick turnaround times.

5. Timeline

When you fill out your Upwork proposal, you can choose a duration from the dropdown: less than one month, 1 to 3 months, 3 to 6 months, or more than six months. You can be more specific in your cover letter and let your client know the estimated turnaround time for the project or individual milestones.

6. Costs and pricing

Jobs posted on Upwork are either fixed-price or hourly. You can see your client’s budget when you submit a proposal and then decide what you want to charge. If you have a Freelancer Plus membership, you can view proposal insights to see what freelancers have bid for the job, client hiring activity, and competitor stats to help you strategize your bid. 

7. Credentials and experience

Highlight your credentials and specific past experiences that are most relevant to the job. Let the client know if you have any certifications or have worked on similar projects in the past.

8. Work samples

When submitting a proposal on Upwork, you have the option to add attachments. These attachments can be specific work samples or case studies that aren’t in your portfolio. 

9. Terms and conditions

Manage client expectations by giving clients your terms and conditions upfront. If you have any specific requirements that the client needs to know about, you can include them in your proposal.

10. Call to action (CTA)

Include a call to action in your proposal and let the client know what they should do next if they’re interested in working with you. Your call to action could be for the client to check out your profile or schedule an interview.

Using Uma to help write an Upwork proposal that stands out

All freelancers on the platform can use Uma, Upwork’s Mindful AI™, to help them write proposals, brainstorm ideas, review, write, code, and more for their projects on Upwork. What sets Uma apart from other AI-powered tools is that it uses data from the platform and has context about your experience on Upwork — your goals, history on the platform, and what you’re trying to do right now.  

“I love it because you’re giving freelancers a really important tool to write cover letters and sharing this knowledge that everybody wants. It’s amazing to have feedback from Uma on the best way to send proposals.”  

—Thiago M., Cloud DevOps Engineer

Upgrading to Freelancer Plus gives you unlimited access to Uma, along with other perks. Basic account members can generate a limited number of queries. 

Uma is a conversational AI built directly into Upwork, so you don’t have to switch between apps. All you have to do is click the Uma icon to open up the chat. Uma saves your chats in threads, so you can easily return to them whenever needed.

You can use Uma to review a draft you’ve already written to make sure you didn’t miss any key points, or get help creating a cover letter from scratch by answering questions.

“I actually don’t use a single fixed proposal anymore. After the feedback I got, I started writing each proposal specifically for the job I’m applying to. That means I look at the client’s requirements, highlight their main pain points, and explain how I’d approach their exact problem. The structure stays similar, but the content is always tailored to the project.” 

— Upwork user u/Few-Leopard4166 on Reddit

Upwork proposal examples

Writing a winning job proposal can feel challenging if you’re not sure what a strong one looks like. Below are three job proposal examples for a freelancer on Upwork. Each sample is structured to show how a freelancer can position themselves as a strong fit based on a hypothetical client’s job description.

Upwork proposal example for a UX designer

Hi,

I’d love to support you as a senior UX/UI and product designer and help shape a sharp, modern digital experience across your web, product, and brand surfaces. Your focus on clean, intentional design with strong typography and hierarchy aligns closely with how I approach product work, and I’m confident designing consistently in a brutalist-inspired aesthetic when appropriate.

I have 6+ years of experience designing SaaS and early-stage products, partnering closely with founders and engineering teams. My work includes:

• Designing modern, minimal interfaces across marketing, onboarding, and core product UI
• Establishing visual hierarchy, typography systems, and layout frameworks
• Building scalable Figma component libraries and structured design systems
• Delivering clean, well-organized files ready for development handoff

I’ve attached portfolio examples that reflect a similar design sensibility. In both projects, I translated high-level brand direction into polished UI and collaborated closely with engineering to ensure pixel-accurate execution.

If this direction feels aligned with what you’re building, I’d be happy to set up a time to discuss scope and next steps.

Thanks,

Parker Davie

---

Upwork proposal example for an accountant:

Hi,

I help companies move beyond basic bookkeeping by building reliable reporting systems that give leadership real visibility into cash flow, expenses, and overall performance. I would be happy to help streamline your accounting processes. 

My background includes preparing financial statements, managing receivables and payables, and maintaining compliance with tax regulations, all while delivering accurate and organized financial data that supports better decision-making.

I have over seven years of experience providing accounting and bookkeeping support to growing businesses, working closely with founders and leadership teams. I have experience:

• Preparing accurate monthly, quarterly, and annual financial statements
• Managing accounts receivable and accounts payable processes
• Reconciling bank and credit card accounts to maintain clean and reliable records
• Supporting tax compliance and ensuring documentation is audit-ready
• Identifying opportunities to streamline accounting workflows and improve efficiency

In addition to maintaining accurate books, I focus on providing insight into cash flow, expense patterns, and overall financial performance so your team can make informed decisions with confidence.

Can we schedule a call to discuss the project in more detail and answer any questions that you may have for me? 

Thanks,

Taylor A. 

---

Upwork proposal example #3:

Hi Jamie,

Your firm’s focus on HR, safety, and risk management requires social content that builds authority, not just visibility. Growing an audience of business owners, founders, and compliance decision-makers means translating complex employment topics into clear, professional messaging that positions your firm as a trusted advisor.

I’ve managed social media for B2B and professional services brands where credibility and tone matter. My experience includes:

• Building monthly content strategies that align with thought leadership and compliance themes
• Creating 3-4 brand-aligned posts per week, including carousels, graphics, and executive-level captions
• Translating complex HR and employment topics into engaging, polished content
• Monitoring regulatory trends, including wage and hour updates and multi-state compliance shifts
• Repurposing long-form insights into social content that reinforces authority
  

My process begins with understanding your brand voice, target audience, and strategic priorities. From there, I develop a structured content calendar that balances educational posts, timely compliance updates, and leadership positioning. Every piece is designed to reinforce trust and credibility while remaining accessible to decision-makers.

I’ve included portfolio examples below that reflect work for professional services brands. I’m happy to hop on a call and walk through my approach in more detail. 

Best,

Jordan Ellis

If you want to review more job proposal samples, these resources can help: 

• Upwork Proposal Sample for Graphic Designers
• Upwork Proposal Sample for Virtual Assistants
• Upwork Proposal Sample for Web Developers
• Upwork Proposal Sample for Bookkeeping

Upwork proposal template

While each proposal should be personalized to the job you’re applying for, you can use a template for your cover letters. Having a job proposal format to follow can be a great starting point and help you save time. You can fill out your template and then ask Uma for tips and recommendations. 

“Something that really helped me when I was struggling with low proposal views was building a consistent proposal system instead of rewriting everything from scratch. When you’re sending multiple proposals a week, you start to lose time and energy just trying to figure out how to word things. Once I set up a simple flow that I could reuse and then quickly tailor to each client, things improved a lot.” 

— Upwork user u/Deep_Addvertising_446 on Reddit

Click to view full size

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Save your strongest proposals and templates in a document or Google Drive so you can reuse and tailor them when pitching clients outside of Upwork. Direct Contracts allows you to manage off-platform clients through Upwork and access payment protection, even if they don’t have an Upwork account. Keep all of your freelancing work in one place. 

Freelancer Plus subscribers can enjoy a 0% freelancer service fee on earnings for Direct Contracts with an active membership. Basic members have the standard 5% service fee. 

Tips for writing a strong Upwork proposal

Proposal writing is a skill in itself; you’ll need to practice and continue improving your skills. Spending time crafting proposals helps you make the most out of your Connects. When you find a job that you’re interested in and that matches your skillset, the next step is to create a proposal that demonstrates your expertise and enthusiasm to clients. 

Keep track of your stats

Checking your My stats page can give you an idea of how your proposals are performing. If you’re sending proposals and not receiving views, then you’re likely having trouble standing out to clients. 

Make sure that you’re submitting proposals to jobs that match your skills and experience, and pay special attention to the first few sentences of your cover letter. You may also need to optimize your profile to attract clients. 

If clients are viewing your proposals but not scheduling interviews, this could indicate that your proposals need to be stronger. Spend time on each of your proposals and pay attention to your stats to see what you can improve on and what’s working.

Strategize your bid

Upgrading to Freelancer Plus unlocks proposal insights. Access stats on other applicants so you can strategize your proposal bid. You’ll be able to see average bid amounts to help you figure out what a competitive bid would be.

Set up job alerts

Freelancer Plus subscribers can set up job alerts to receive instant notifications for jobs that they’re interested in and match their skills. Job alerts can help you be one of the first freelancers to submit an application for a job, increasing the chances that the clients will view your proposal.

Boost proposals you feel strongly about

If you find a job that you’re really interested in, you can bid to boost your proposal so it's one of the first that the client sees. The first four slots in a client’s results list are reserved for Boosted Proposals. These proposals are marked boosted with a purple lightning bolt, so clients know you've invested Connects to grab their attention and show your enthusiasm for the job.

Boosting your proposal is optional and costs additional Connects. When submitting your proposal, you’ll be able to see how many Connects you’d need to win the first-place bid. This can help you strategize how many Connects you want to use on the boost. 

Keep it brief

Clients often receive multiple proposals for a job and may be going through many different proposals at once. They may be scanning proposals and skipping over long blocks of text. Aim for short paragraphs with bullet points. The goal of a proposal is to demonstrate that you have the skills and experience they need and grab their interest so they want to schedule an interview. 

Your proposal doesn’t need to be lengthy as long as it conveys that you understand the problem and can solve it. Always aim for brief and concise writing. Typically, everything you need can be expressed in three short paragraphs; they can learn the rest in the interview or follow-up.

Attract the client’s attention from the start

Keep in mind that only the first couple of sentences will show up in the results list. Clients will need to click to view your proposal to learn more. Make sure that the beginning of your cover letter (and your profile title) grabs the client’s attention so they click on your proposal. Being within the client’s budget, having a high Job Success Score, and earning talent badges can help your proposal stand out. 

“Focus on tailoring your hooks to highlight how you can solve their unique problem, not just that you're a fit. Tighten your call-to-action by suggesting a quick, actionable next step like a brief chat to discuss the project. Also, make sure your portfolio is showcasing results that directly address the client’s needs.”

— Upwork user u/Drumroll-PH on Reddit

Show understanding of the client’s goals and job description

The first paragraph of your cover letter should show that you read their job description and fully understand what the client needs. Clients post jobs on Upwork because they have a problem that they need help solving. They want to know you have the right skills and can solve that problem. 

Always start by either restating the core problems or commenting on something specific about the job. This shows that you’ve taken the time to read the client’s project description thoroughly and that you have the necessary expertise.

“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 Lavorenciuc, Upwork Top Rated Plus freelance writer‍

Provide proof that you can get the job done

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. Demonstrate your value by highlighting results you’ve achieved for other clients. Point out a few of your past experiences in your portfolio or Upwork profile that match their project needs — you can link past projects directly from your Upwork portfolio. 

“Short proposals definitely help you stand out, but I think the real kicker is showcasing quality work. If your portfolio can back up your skills, it’s a game-changer.” — Upwork user u/stealthagents on Reddit

Clients are very interested in a freelancer’s past work — it can be the most significant factor in their decision-making. Include case studies, testimonials, or proven results in the text description to demonstrate your results.

Talent who’ve published a portfolio are hired 9x more often than those who haven’t.

Ask questions and offer solutions

Some job posts include predefined proposal questions asking if you have any questions about the project’s scope. 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 the 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 other professionals like yourself, you’ll want 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 business proposal, which may make the client more likely to engage with your profile and schedule an interview.

See Marcus Grimm’s Upwork profile

If you have a Freelancer Plus membership, you can customize your Upwork profile URL. Create a clean, easy-to-find URL to promote your brand and make it easier for clients to find you. 

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. Let them know what sets you apart from the competition and why they should hire you over someone else. 

Grow your freelancing business on Upwork 

Whether you’re just starting out as a freelancer or looking to grow your business, landing new clients and jobs starts with perfecting your proposals. Spend time crafting a personalized proposal for each job that you’re interested in on Upwork. You can use Uma to create your first draft or make sure that what you’ve already written matches the job description. Upgrade to Freelancer Plus to gain an edge over the competition with proposal insights, unlimited access to Uma, and other exclusive perks. Make Upwork your home for work. 

‍‍If you’re communicating with a hiring manager for a job through the Upwork platform, please note that sharing your personal contact information, such as email address, phone number, or LinkedIn profile, is not permitted in cover letters or at any time prior to the start of a contract. Additionally, all communication should take place through the Upwork Messages feature. Learn more about using Upwork Messages here, and see more details on sharing information on Upwork here.