In the Architecture, Engineering and Construction world, most problems originate in the paperwork, not on the jobsite.
If a proposal is unclear or inconsistent, even the best project teams find themselves playing catch-up later. With the right process, structure, and clarity, proposals can become one of your strongest differentiators.
Since 2019, Wonderstruct has written 25+ proposals for the Hunt Companies, a national leader in real estate and development. View our winning proposals here!
Below is our expert-yet-human guide on how to write a proposal that stands out in the AEC industry - from how to kick things off to avoiding common pitfalls.
Start Strong with a Kickoff Meeting
A well-written proposal begins before anyone starts typing. Align everyone on goals, roles, expectations, and approach with an effective kickoff. Answer the big questions:
- What exactly is the client asking for?
- What’s our strategy for winning?
- What do we need from each team member?
- Where might we need clarification from the client?
An initial 30-minute alignment meeting saves hours of confusion later.
Use a Responsibility Matrix
A RACI (Responsible, Accountable, Consulted, Informed) matrix is one of the most underrated proposal tools. It eliminates guesswork by clearly outlining:
- Who owns which sections
- What support or inputs they need
- When their assignments are due
- How drafts will flow between contributors
It prevents the “I thought you were writing that” scramble and keeps everyone accountable. Microsoft Word and Excel provide a variety of free RACI templates.
Create a Shared Calendar of Due Dates
Proposal timelines are tight. Without a shared calendar, people unintentionally cause bottlenecks. Include these important benchmarks:
- Internal draft deadlines
- Review periods
- Graphic production timelines
- Final proofing time
- Submission requirements
A visible, realistic schedule ensures the team can produce quality work without the midnight scramble.
Bad Writing Stalls Good Building
Your field teams are great at what they do. Your proposal should show that same clarity and care. When writing is confusing or incomplete, reviewers spend time interpreting instead of understanding. That confusion can follow the project through kickoff.
Our expert tip: Write clearly enough that an outside reader can follow the reasoning. Precision and clarity always outperform jargon.
Misaligned Scope Leads to Rework
If the written scope doesn’t truly match what the team intends to deliver, you can expect surprises later. Misalignment here often becomes rework, revisions, or unexpected change orders.
Our expert tip: Confirm scope before proposal writing begins. Check assumptions with PMs, estimators, and technical leads early to avoid rewriting later.
Ambiguous Language Creates Confusion
Phrases like “as needed” or “where applicable” feel safe but create uncertainty. When language is vague, everyone fills in the blanks differently.
Our expert tip: Be specific about what you are doing, and just as important, what you’re not doing. Clear boundaries prevent future disputes.
Missing Visuals Slow Down Approvals
Visuals help reviewers digest information quickly. Without diagrams, schedules, maps, or process graphics, reviewers are left guessing, and guessing leads to delays.
Our expert tip: If it would help a reviewer understand faster, turn it into a visual. Your future self (and your reviewer) will thank you.
Inconsistent Formatting Creates Friction
Formatting may seem minor, but it's what separates professional proposals from amateur submissions. Mismatched headers, inconsistent terminology, and cluttered layouts make proposals feel harder to navigate.
Our expert tip: Standardize whenever possible. Templates, style guides, and naming conventions keep your document polished and easy to follow.
Proposal Best Practices That Support Great Projects
Your proposal is the first step in building trust. By following these proposal best practices, you create documentation that sets the tone for a smooth, successful project.
Our team helps AEC firms strengthen their proposal process, clarify their messaging, and create documentation that truly reflects the quality of their work.
If you’re ready to elevate your proposals (and make your team’s life easier in the process), we’re here to help.
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