How to Increase Proposal Conversion Rate with Visual Content

March 16, 2023

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Why use JumpStory?

- Save time:
  We've curated the best   images for you.

- Save money:

  Unlimited use from $23   per month.

Did you know that an average person is exposed to 6,000 to 10,000 ads every single day? Or that on average a single person sends and receives 126 business emails?

Seeing how there is so much content surrounding us at all times when it comes to creating new pieces, it’s important to stand out from the crowd. 

In this article, we’ll explain how to create beautiful business proposals that actually convert. One effective way to do this is by incorporating visual content into your proposals. It not only helps to break up the text and makes your proposal easier to get through, but it also helps to convey your message more effectively.

Use high-quality images 

Seeing how your business proposals are meant to help you gain more clients, it’s important to keep every part of it professional and high-quality. 

If you want to increase the conversion rate of your proposals, the same goes for the visuals. Poor-quality images can give the impression that you haven’t put much effort into your proposal. 

They can also cheapen the look of your products and services. That’s why we recommend always using high-quality images

This is important for several reasons

  • They bring more value to your proposal
  • Help you explain proposal points
  • Make your proposals easier to get through
  • Enhance your message
  • They make it easier for your readers to engage   

The next thing you need to do is pick the right images for your (and your client’s) needs.

Start with the right cover image

The first thing your client will see when they receive your business proposal is the cover image. Use that to your advantage to grab their attention and set the right tone for the rest of the proposal. 

Furthermore, research shows that if you include a cover in your proposal, you’re 4.6% more likely to seal the deal.

With that being said, make sure you pick the right cover photo that isn’t just beautiful but also gives the right amount of information. 

Choose the right images and graphics 

When selecting images and graphics, not only do you have to make sure they complement and enhance your message, but you also need to understand when to use original images and when to go for stock images

The big question that will differentiate your approach is – are you selling products or services?

If you’re selling products, it’s important to include images of the said product in your business proposal. However, you also need images that show the benefits of using your product. 

While words are important, having a visual presentation of the true value your products provide is best done through visuals. 

We’re talking about: 

  • Images
  • Videos
  • Infographics
  • Graphs
  • And of course, your previous work in a form of a portfolio or samples

Finding the best way to showcase the benefits of your products can be tricky. If you’re looking for great images that show true emotions and don’t look basic, we recommend using Jumpstory. They have a huge library of unique images that fit various situations. 

Think about the emotion you want your readers to feel while reading your proposal. Seeing happy people might put them in a better mood than looking at numbers and text. 

Moreover, if you’re selling services, you might not have original images you could use to increase the conversion rate of your proposals. That’s why it’s important to have a reliable source of amazing images that increase the value of your business proposal. 

Incorporate Videos

Videos are a powerful tool that can help to bring your proposal to life. They enable you to showcase your product or service in action and are also a great way to tell a story. 

An especially effective way of using videos in your proposals is for the case study portion. Invest in high-quality videos which show your previous clients explaining the joy of working with you. 

Don’t simply show the ROI and call it a day. Make sure your clients talk about how you helped them grow their company, have more time to focus on important activities and gave them an opportunity to hire more people. 

Once you film a few of these videos, you can re-use them in your proposals. 

This type of case study is effective because people are more inclined to believe other customers, instead of brands. 

With research showing that marketers ranked case studies as the #1 most effective tactic for increasing sales, it’s easy to see why you should include them in your business proposals.

Key Takeaways

Incorporating visual content into your proposals can significantly increase your conversion rate. 

By following our tips, you’ll be able to create proposals that stand out, engage your audience, and ultimately convert.


  1. How do I choose the right images that match my message and connect with my clients’ needs and likes?

    For products, show images of the product and its benefits. For services, convey emotions and value through images, videos, or infographics.

  2. How do I find the right balance between using my own pictures and stock images when making business proposals, especially for selling products?

    When deciding on images, find a balance between using original ones and stock images. For products, show images of the actual product and its benefits. Use visuals like images, videos, and infographics to enhance your proposal.

  3. When creating proposals for services, where can you find reliable sources of high-quality images?

    JumpStory is a recommended source for unique images that evoke emotions and enhance your proposal’s value, especially when you might not have your own images.

About the author

Vanja Maganjić is an experienced writer at Better Proposals with a unique passion for creating content that helps brands connect with their customers. She believes in brands that stand up to the man and thinks that storytelling is an essential part of what makes us human. Her long term goal is to become the cool auntie that gives out family-sized Kit Kats on Halloween.



Vanja Maganjić

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