How to Write a Winning Upwork Proposal and Get More Clients

How to Write a Winning Upwork Proposal and Get More Clients

If you're new to Upwork, getting your first few clients can feel like a challenge. Even if you're experienced, competing with other freelancers requires a strong proposal that makes you stand out. Clients receive tons of applications, so your proposal needs to grab their attention quickly. Based on my own experience and what has worked for many freelancers, here’s how to write a proposal that actually gets responses.

1. Read the Job Post Carefully (Seriously, Don’t Skip This!)

A lot of freelancers rush into applying without fully understanding what the client is looking for. Take a moment to carefully read the job description. Look for:

Specific skills the client mentions.

Any special instructions (some clients include a “hidden” question to see if you’re paying attention).

The tone of the job post—does the client sound formal or more relaxed?

This will help you tailor your response in a way that directly speaks to what they need.

2. Start Strong—Skip the Generic Introductions

Most clients skim through proposals quickly, so your first sentence has to make them want to keep reading. Avoid the usual “Dear Hiring Manager” or “I am interested in this job.” Instead, try something engaging:

Show enthusiasm: “Hey [Client’s Name], I love what you're doing with [specific detail about their business]!”

Address a key requirement: “I see you're looking for a copywriter who can boost conversions—I’ve done that for multiple brands, and I’d love to help!”

This immediately makes your proposal feel more personal and relevant.

3. Focus on the Client (Not Just Yourself)

Many freelancers make the mistake of talking too much about themselves. Instead, focus on the client’s needs first. Compare these two openings:

❌ “I have five years of experience in graphic design, and I am skilled in Adobe Photoshop.”

✅ “You need eye-catching designs that boost engagement—I can create visuals that not only look great but also get results.”

The second one speaks directly to what the client is looking for.

4. Prove Your Skills With Relevant Experience

Once you've addressed their needs, back it up with proof. Instead of just saying you’re great, show them why:

Give a quick success story: “I recently helped a client redesign their website, and their bounce rate dropped by 40%.”

Mention relevant projects: “I’ve written blog posts for finance startups that rank on Google’s first page.”

Link to your work: “Here’s a portfolio sample similar to what you’re looking for: [insert link].”

Specific examples build trust and help the client see what you bring to the table.

5. Keep It Short and Direct

Clients don’t have time to read long proposals. Aim for 150-250 words. Structure it like this:

A strong, engaging opening.

How you can solve their problem.

A quick mention of relevant experience.

A friendly closing with a call to action.

6. Attach Work Samples (If Possible)

If you have relevant work, include it. A strong portfolio can often speak louder than words. If you’re new and don’t have samples yet, consider creating a few based on real-world scenarios.

7. End With an Invitation to Talk

Instead of ending with “Looking forward to hearing from you,” try something more engaging:

“Would you like to jump on a quick call to discuss how I can help?”

“Do you have any questions about how I’d approach this project?”

“I’d love to get started—when would be a good time to chat?”

This makes it easier for the client to respond rather than just leaving your proposal unanswered.

8. Avoid These Common Mistakes

Copy-pasting generic proposals—Clients can spot them instantly.

Focusing only on yourself—Make it about the client.

Ignoring instructions—If the job post asks you to include a specific word, make sure you do it!

Typos and poor grammar—Always proofread before submitting.

Final Thoughts

Winning proposals on Upwork aren’t about being the cheapest or the most experienced—they’re about showing the client that you understand their needs and can deliver results. Write like you’re having a conversation, focus on how you can help, and keep it short and engaging.

If you apply these tips, you'll have a much better chance of landing jobs and building strong relationships with clients. Now, go ahead and send that proposal with confidence!