A well-structured AEO services proposal differentiates your agency from competitors while setting clear expectations with prospective clients. Whether you're adding AEO to existing SEO services or launching a dedicated practice, a professional proposal template accelerates client acquisition.
This guide provides a comprehensive AEO proposal framework agencies can adapt for their needs.
Effective AEO proposals include specific sections that address prospect concerns and demonstrate expertise.
Open with a brief overview tailored to the prospect's situation.
Include:
Keep executive summaries under one page—busy executives read this section first and may skip detailed sections.
Demonstrate understanding by summarizing the prospect's current position.
Analysis elements:
This section proves you've done homework rather than sending a generic template.
Detail what you'll deliver to address their challenges.
Solution components:
Strategy development: Outline discovery, audit, and planning phases establishing the foundation.
Technical optimization: Describe infrastructure work enabling AI crawler access and content processing.
Content optimization: Explain how you'll restructure existing content and develop new AEO-focused material.
Authority building: Detail activities strengthening their entity recognition and credibility.
Monitoring and reporting: Describe ongoing tracking and communication cadence.
Provide specific, measurable deliverables prospects can evaluate.
Deliverable examples:
Specific deliverables justify pricing and create accountability for both parties.
Visualize the engagement progression.
Typical AEO timeline phases:
Phase 1 (Weeks 1-4): Discovery, audit, and strategy development
Phase 2 (Weeks 5-8): Technical implementation and content optimization foundations
Phase 3 (Ongoing): Continuous optimization, monitoring, and authority building
Include realistic expectations—meaningful AI visibility improvements typically require 2-4 months.
Present pricing clearly with justification.
Pricing presentation options:
Include:
Build credibility with relevant background.
Credibility elements:
Focus on AEO expertise specifically rather than general agency capabilities.
Generic proposals lose to customized approaches.
Conduct preliminary research before drafting.
Pre-proposal activities:
This research enables specific recommendations rather than generic promises.
Reference specific concerns from discovery conversations.
Example: If the prospect mentioned losing traffic to AI-powered search, address that concern directly with your solution approach.
Adapt proposal tone to prospect culture.
Select case studies matching the prospect's situation.
Relevance factors:
Use this structure as your starting framework.
1. Cover Page
2. Executive Summary (1 page)
3. Current Situation (1-2 pages)
4. Proposed Solution (2-3 pages)
5. Scope and Deliverables (1-2 pages)
6. Timeline (1 page)
7. Investment (1 page)
8. About Us (1 page)
9. Next Steps (half page)
Avoid these errors that reduce win rates.
Too generic: Proposals that could apply to any client suggest lack of attention and expertise.
No preliminary value: Proposals lacking any original insight give prospects nothing they couldn't find elsewhere.
Unclear deliverables: Vague promises like "ongoing optimization" raise concerns about accountability.
Missing timeline: Prospects need to understand when they'll see results and deliverables.
Price without context: Numbers without justification invite price shopping rather than value comparison.
Eight to twelve pages typically balances thoroughness with readability. Enterprise proposals may run longer; smaller engagements may be shorter.
Options (typically three tiers) increase close rates by giving prospects control while anchoring perception around your preferred option.
Within 48-72 hours while conversations remain fresh. Faster proposals demonstrate responsiveness and organization.
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