Sales document checklist

Structure

The document follows the reader's questions in order. Start with their situation, then what you recommend, then how it works, then the cost and the next step. Background on your firm can go near the end.
Each section has a plain heading. A reader skimming only the headings should come away with the main argument.
One idea per section. If a section covers two decisions, split it so each can be read and agreed separately.
The summary sits at the top. A short paragraph that a busy decision maker can read and forward without opening the rest.

The first paragraph is about them. Describe what they told you, in their words where you can. Your credentials can wait.
The problem is stated accurately. Check names and dates against your notes. One wrong detail early on makes the reader doubt the rest.
Their goal is written down. State the outcome they want so the recommendation that follows has something to be measured against.
Nothing generic survives. Remove any paragraph that would read the same in a proposal for a different client.

There is exactly one ask. Usually a call or a signed agreement. Pick the one that moves things forward from where they are today.
The ask is easy to act on. Say who to contact and how, with the date or option written out so they can reply in a line.
It appears where the reader finishes. Place the next step straight after the pricing, and again at the end.
Options are kept few. If you offer packages, make the differences clear and say which you recommend and why.

It opens without a download. A link that opens in the browser is easier to read on a phone than an attachment.
Text reflows to the screen. Check that nobody has to pinch and zoom to read a paragraph.
Tables work at phone width. Wide pricing tables often break on small screens. Stack them or simplify them.
You have read it on your own phone. Open the final version on a phone before you send it, and scroll all the way through.

Your branding is consistent and quiet. Use your own logo and colours, and keep them out of the way of the content.
Their name appears where it matters. On the cover and in the summary, spelled correctly.
The link looks trustworthy. A clean, readable address reassures a cautious reader before they click.
The design matches the price. A higher-value engagement deserves a document that looks considered.

Every section earns its place. For each section, ask whether the decision would change without it. If the answer is no, cut it or move it to an appendix.
Paragraphs are short. Aim for a few sentences each. Long blocks of text get skipped.
Detail sits behind the summary. Put method and technical detail further down, so readers who want it can find it.
Repetition is removed. Say each point once, in the section where it belongs.

Each visual explains something. A timeline of the work, or a screenshot of the problem you are solving. Decorative images can go.
Every figure has a source. Only show numbers you can back up, and label where they came from.
Images are light. Compress images so the document loads quickly on a mobile connection.
Captions say what to notice. One line under each visual telling the reader what it shows.

Text contrast is strong. Dark text on a light background is easiest to read. Avoid pale grey body text.
Headings are real headings. Use proper heading levels so screen readers and outlines can navigate the document.
Images have alt text. Describe what each meaningful image shows. Decorative images can have empty alt text.
Links say where they go. Write "see the pricing options" in place of "click here".
Meaning does not rely on colour alone. Pair colour with a label or a pattern, so the point survives for colour-blind readers and on a black and white print.

Someone else has read it. A colleague who was not on the call will spot what only makes sense to you.
The prospect's details are correct throughout. Names, company, dates and figures.
The covering email is short. A line or two on what the document is and the one thing you would like them to do.
You know when you will follow up. Agree it with them, or decide it before you press send.