In the digital marketing landscape, whilst pitching for work in Aberdeen, Aberdeenshire, or the rest of Scotland, the UK, or even globally (like when I pitch for work through platforms like Fiverr), small businesses like mine often face the challenge of competing with larger agencies.

Since launching Weightman Digital back in 2010, working with all kinds of clients has taught me a lot, but I constantly felt overwhelmed when competing against bigger agencies—it always played on my mind.

It was time to do something about it, properly. During lockdown, I decided to take action. Spending nearly a week honing my approach, which became a labour of love, was probably the best 40 hours or so I’ve ever invested (and I’m still tweaking it).

I create an online page, and these days, using all kinds of tools that are available, like drag-and-drop page builders, it’s now easy for all of us. This approach can still be tweaked and should be from one proposal to the next, especially when delivering digital-based proposals.

Here are a handful of tips that have helped me enormously, win more of those jobs as a result of making a better, lasting impression, especially when pitching for digital-based projects.

Make it personal… aim for centre stage in the theatre of the mind. When I create a proposal, I see it as an opportunity for a document (or online page) to be opened that allows you to literally take over their computer screen and take centre stage. They’ll want to read what you have to say (even just to find out your prices), so why not add the bells and whistles? Let them feel like you’ve put more thought into it than just a few words in a carefully constructed email.

It’s an extra effort for sure! It sees me tweaking photos from my phone in Photoshop, searching for stock video on Envato, or grabbing a royalty-free image from Wikipedia. The truth is, no two proposals are the same. I’ve even used mockup images to put a client’s logo on a lorry driving through Times Square. Is all that effort worth it? Well, my strike rate has seen a massive increase for sure.

When working with clients, especially those who contact me for the first time via an online freelancing website, I make sure to reflect their own words back to them. I’ll often copy and paste their text—emojis included—or summarise a phone call we’ve had. It works. Clients remember, and they appreciate that I’ve remembered too. With an online proposal experience using a webpage, you can make this ‘pop’ rather than just sending more words in a PDF or email.

This feedback confirmed that it’s the attention to detail, backed by a well-crafted digital proposal, that really makes you stand out. By making it personal and more than just written words in the form of an email or PDF—especially one that’s a ten-minute read and needs careful attention—you elevate your pitch. Research based on the Picture Superiority Effect shows that people are 65% more likely to retain information when it’s paired with an image. Incorporating visuals and video keeps clients engaged and allows them to connect with your message more effectively.

Creating digital proposals does take time, especially at the start. But over time, I’ve learned to streamline my process, reusing certain elements while still personalising them for each new client. This balance of efficiency and personalisation is key. While the first proposal may take longer, each new one becomes easier to build without losing that tailored approach. It’s about being smart with your time while ensuring each proposal feels unique and relevant.

With the drag and drop builders available today, you can create polished and interactive proposals with little to no experience in webpage building. Everyone really can do it! But if you don’t have the time, there are plenty of people who can help. This guy here, for example, might be able to assist you! Click here.

Why These Lessons Matter for Small Businesses in Digital Marketing

Whether you’re based in Aberdeen, Kintore, or further afield, learning how to create and use digital tools like personalised proposals can make a huge impact. You don’t need a big team—just the right approach and attention to detail to leave a lasting impression that clients won’t forget.

Want to see one of my proposals for real? Weightman Digital creates Websites, Video Productions, Social Media Campaigns, Podcasts, and also Voice Overs. Let me know how I can help you—and soon enough, all of what has been discussed above will be winging its way to you in its own unique, bespoke, tailor-made manner.