How To Create a Proposal On Upwork That Wins Jobs (With Examples)

To create a winning proposal on Upwork, address the client's specific needs in your opening lines, include relevant work samples or past results, and keep your cover letter to two or three short paragraphs. A job proposal that has a strong closing with a clear call to action gives the client an easy next step, like scheduling an interview or reviewing your portfolio.

Quick steps to create a proposal on Upwork

• Personalize every proposal to the job description and the client's goals
• Lead with relevant experience or a work sample that proves you can deliver
• Keep your cover letter brief — three short paragraphs is the sweet spot
• Use Uma™, Upwork's Mindful AI, to help draft and refine your cover letter

On Upwork, writing great proposals is how you win work. A proposal is your opportunity to show clients why you're the right fit. The goal is to get the client interested enough to check out your profile and schedule an interview. 

Let’s walk through how to write a proposal on Upwork from start to finish.

What is an Upwork proposal and why is it important?

An Upwork proposal is your application for a job that a potential client has posted on our platform. When you create a proposal, you can use a cover letter to submit a message with your application to convince clients that you’re the perfect fit for the job. This quick and concise introduction — like an elevator pitch — explains why the client should hire you. The cover letter in your Upwork proposal allows you to spark a client’s interest in your services and mention critical points about how you can solve their problem.

Clients on Upwork decide which freelancers they want to interview or extend an offer to based on their proposals, specifically the cover letters. Your Upwork proposal is how you demonstrate that you’re the right freelancer for the project. Each cover letter you write should be tailored to the specific client and job. The client wants to know that you’ve read their job description, are interested, and have the right skill set and experience. 

How to write a winning Upwork proposal

When writing your Upwork proposal, 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 job proposal should be personalized to match the job description, strong cover letters often contain the following components:

• Summary
• Problem statement or needs assessment
• Proposed solution
• Benefits
• Timeline
• Costs and pricing
• Credentials and experience
• Testimonials or case studies
• Terms and conditions
• Call to action (CTA)

1. Summary

The beginning of your job 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.

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 freelancers on Upwork who are 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 proposal, you can choose a duration from the dropdown: less than one month, one to three months, three to six months, and 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

The jobs you’ll find through 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. Upwork's freelancer service fee is variable and depends on factors like skill demand and project type, so factor that into your rate.

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. 

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. Testimonials or case studies

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. If you have any client testimonials that are relevant to the job, you could copy and paste them into your proposal.

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.

How to write a proposal on Upwork with Uma’s help

Learning how to create a proposal on Upwork with the help of AI is like having a friend or coworker share suggestions so your work shines.

All freelancers on the platform can use Uma, Upwork’s Mindful AI, to write job proposals, brainstorm ideas, review, write, code, and more for their projects on Upwork. Freelancer engagement with Uma's proposal tools has grown significantly since launch, making it one of the most-used features on the platform. 

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 will be able to send around 10 messages per week. 

Uma is a conversational AI built directly into Upwork, so you don’t have to switch between apps. All you have to do is select 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.

Upwork proposal examples

Learning how to write a winning proposal can be challenging if you don’t have a clear idea of what that should look like. Here are four Upwork proposal examples — three for a freelance copywriter position, and an additional one for data labeling. 

Each of these proposal samples is structured to present the freelancer as the perfect fit based on a hypothetical client’s job description.

Upwork proposal example 1:

Hi,

I would love to be your freelance copywriter 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)

Thanks,

John Doe

Upwork proposal example 2:

Hello,

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 am a full-time freelancer and I have three years of experience writing content for websites just like yours. You can 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?

Best regards,

Jessica Doe

Upwork proposal example 3:

Hello Nicki,

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, social media, 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 at writing all types of content, such as blogs, press releases, product descriptions, and more.

My rate is $150 for projects like this one, and I can have a finished piece of writing delivered to you this week if you’re interested. Let’s talk!

– Anna G.

Upwork proposal example 4:

Hi Jordan,

I noticed you're looking for someone to label and categorize image datasets for your computer vision model. I've completed similar projects for two AI startups, including a 50,000-image classification project with a 98.7% accuracy rate after quality review. I'm familiar with labeling tools like Label Studio and CVAT, and I follow consistent annotation guidelines to keep your data clean from the start.

What stood out to me in your job description is the need for someone who understands the downstream impact of labeling quality on model performance. In my previous projects, I've worked directly with ML engineers to refine labeling taxonomies and flag edge cases early, which saved significant time during model training.

I'd love to learn more about your timeline and dataset size. Would you be open to a quick call this week to discuss the project scope?

Best, Daniel R.

Upwork proposal template

While each proposal you create should be personalized to the job you’re applying for, you can use an Upwork  template for your cover letters. Having a 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.

Click to view full size

Make sure to save your templates and proposals; you can use them to pitch clients outside of Upwork, too. Direct contracts let you keep all of your freelancing work in one place. 

You can use Upwork to manage contracts with clients who don’t have an Upwork account yet, to benefit from Upwork’s payment protection. Freelancer Plus subscribers can enjoy a 0% freelancer service fee on earnings for direct contracts with an active membership. Upwork’s Basic plan has the standard 5% service fee.

Proposal writing tips for a strong pitch on Upwork

Learning how to write a proposal 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 that matches your skillset, the next step is to create a proposal on Upwork that demonstrates your expertise and enthusiasm to clients. Let’s walk through Upwork proposal writing tips:

• Set up job alerts
• Strategize your bids
• Keep track of your stats
• Attract the client’s attention from the start
• Show understanding of the client’s goals and job description
• Keep job proposals brief
• Boost proposals you feel strongly about

1. 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.

2. Strategize your bid

Upgrading to Freelancer Plus unlocks proposal details. 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.

Freelancers can edit their proposals up to six hours after submitting (or until the client has viewed it). You may want to adjust your bid based on what other freelancers are charging the client.

3. 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 select your proposal to view it and 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 also help your proposal stand out.

4. 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. Clients 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

5. Keep your job proposal 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.

6. 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.

7. Keep track of your job proposal 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 job 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 work on your profile to get noticed.

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.

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 when you create a proposal 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:

• Include work samples and past results
• Ask questions and offer solutions
• Separate yourself from competitors
• Remember to give reasons why the client should work with you

1. Include work samples and past results

Having a portfolio and attaching past work samples goes a long way toward building trust and credibility. 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.

2. 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.

3. 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.

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. 

4. 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. 

Create proposals and grow your freelancing business on Upwork 

Whether you’re just starting out as a freelancer or looking to grow your business on Upwork, landing new clients and jobs starts with learning how to write a job proposal and perfect your pitch. Spend time crafting a personalized job 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 unlimited Uma access, proposal insights, and other exclusive perks. Make Upwork your home for work; there are thousands of opportunities every day.

‍FAQs about creating a proposal on Upwork

Learning how to create a proposal on Upwork that wins jobs is a skill that sharpens over time with practice. Still have questions about crafting job proposals? We briefly answer some of the most frequently asked ones below.

What is a proposal on Upwork?

A job proposal is how you apply for a job that potential clients have posted on Upwork. It includes a cover letter where you introduce yourself, explain why you're a good fit, and share relevant experience. Submitting a proposal on Upwork costs Connects, which vary depending on the job.

How long should an Upwork proposal be?

A proposal cover letter on Upwork should aim for two to three short paragraphs. Clients often review many job proposals at once, so a concise cover letter that quickly shows you understand the project and can deliver results will stand out more than a lengthy one.

Can you edit Upwork proposals after submitting them?

Yes, freelancers can edit their job proposals up to six hours after submitting, as long as the client hasn't viewed it yet. This gives you a window to adjust your bid or refine your cover letter.

How do you send a proposal?

Once you learn how to create a proposal, find a job post that matches your skills, then select "Submit a Proposal." Fill in your cover letter, set your rate, and add any relevant attachments. Each job proposal on Upwork requires Connects, and you can choose to boost your proposal for additional visibility.

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‍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.‍