When submitting project proposals, it can be challenging to differentiate your service from the competition. You know your firm would do an amazing job if given the chance, but you’re struggling to stand out from the crowd.
In this article, we'll go over a way to differentiate and simultaneously make a human connection with your prospect, showing you’re committed to making a difference for their organization.
What’s a targeted proposal page and why do I need one?
A targeted proposal page is a password-protected landing page on your website that includes content created and gathered specifically for a project you’re bidding on. It also includes a button to download a traditional PDF proposal.
Why do you need a targeted proposal page? For starters, you’ll make a stronger first impression. Michael Gerber in “The E Myth Revisited” says:
Most salespeople think that selling is closing, it isn’t. Selling is opening.
The first interactions with your prospect are absolutely key. By creating a tailored, online destination, you're immediately set apart from competitors.
The web can be an incredibly persuasive tool. This type of page opens the door for including video, interactive slideshows, and animation, which are far more engaging and attention-grabbing than a static PDF proposal on its own.
By including a personalized video greeting, you have the opportunity to create the human connection with your company that can otherwise be easily missed.
The interactive format of these pages mean you can use existing content from the rest of your website—like project profiles, team bios, and contact forms. On top of all this, targeted proposal pages can be set up to track when your content and proposal is being accessed, and even who is viewing it using unique login information. This data empowers you to follow up at the right time and with the right people.
What goes on a targeted proposal page?
The content on this page doesn’t replace a PDF proposal (especially if the RFP has strict compliance requirements), rather it should complement the traditional PDF proposal, which can handle the more project-specific details. There’s no need to duplicate the information! With that in mind, here are some elements you can include:
Password protection ensures confidentiality as well as providing a way for you to see when the page is being accessed and by whom.
A video of someone from your company greeting the prospect and highlighting why your team is perfect for the job.
Video Interviews / Success Stories
Short testimonials from clients who have become your biggest fans.
Links to Related Content
Connect visitors with related project profile pages or case studies on your website.
Calls to Action
A prominently-positioned contact button or embedded form. This provides an easy, low-friction way for your prospects to respond and begin a conversation with you.
Customer Quotes in Motion
A series of compelling one-liners from your customers in a rotating slider format.
Technical Animation or Building Fly-Through
A video showing a project your company has tackled and what your prospect can expect for their project. Don’t just tell, show!
If the list above feels overwhelming, remember to reuse your existing content as much as possible. And start small—your case studies and testimonials will grow over time.
Take the next step in winning proposals
Targeted proposal pages create an important, additional touch-point between you and your potential clients. When executed thoughtfully, targeted proposal pages are a worthy investment that will help you stand out and secure more and better projects!