The Complete Reputation Management Proposal Template

What should a reputation management proposal include?

A reputation management proposal needs nine sections: an executive summary built on the prospect’s own review numbers, a scope-of-services table, deliverables and cadence, a reporting section, goals and KPIs with a baseline and a 90-day target for each, a three-tier investment table, term and onboarding timeline, a crisis-response clause, and a signature block. The complete template is below. Copy it from the page or download it as a Word file; there is no email gate.

The whole proposal is below, not an outline. Copy everything between the horizontal rules, replace the [BRACKETED] placeholders, delete the italic notes, and export to PDF.

Why do most reputation management proposals lose the deal?

Because they lead with tools instead of outcomes. Page one lists dashboards, integrations, and “AI-powered monitoring,” and the owner of a plumbing company or dental practice skims straight to the price with no idea what changes for their business.

Your prospect already believes reviews matter: 97% of consumers read reviews for local businesses (BrightLocal Local Consumer Review Survey 2026). What they don’t know is what is specifically wrong with their profile. So this template opens with three numbers from your audit: current rating, review velocity against their top competitor, and the count of unanswered reviews. A prospect reacts to those three numbers far more than to a list of features. If you want the pitch sequence that surrounds the document (audit first, proposal second), see how to sell reputation management.

Tools get exactly one line in the scope table. The client is buying responses published, reviews earned and a rating defended, not software access. The same three numbers come back in section 5 as KPI baselines, so the proposal also says how you will be measured.

The full reputation management proposal template

Copy from the first rule to the last. Square brackets are placeholders with example values; italic notes are for you, so delete them before sending.

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1. Cover & executive summary

Google Reputation Management Proposal

Prepared for [Business Name] · [City, State]

Prepared by [Your Agency] · [Date] · Valid for 30 days

[Business Name] currently holds a [4.1]-star rating across [87] Google reviews. Over the last 90 days you added [6] new reviews while [Top Competitor] added [23], nearly [4]x your pace. [31] of your reviews, including [9] one- to three-star reviews, have never received an owner response. (Pull these three findings from your prospect audit. They are the spine of the entire proposal.)

Left alone, this gap compounds: the competitor’s rating grows more current while yours grows more stale, and unanswered complaints read as indifference to every prospect who checks. This engagement closes the gap on all three fronts: every review answered, a steady flow of new reviews requested honestly, and a monthly report proving movement.

2. Scope of services

Service	What we do	Cadence
Review monitoring	Every new Google review across [N] location(s) lands in one inbox; negative reviews alert our team within minutes	Continuous
Response drafting & publishing	Responses drafted in your voice for every review; you approve, we publish	Drafted within [1] business day
Review generation campaigns	Email review-request campaigns with automatic reminders, plus printed QR codes and tracked short links for the front desk and field staff	[2] campaigns/month
Monthly report	Branded PDF: rating trend, new reviews, response coverage, response time, campaign results, next actions	By the [5th] of each month
Strategy call	Review the quarter, adjust campaigns, plan seasonal pushes	Quarterly
Platform & access	Monitoring and publishing run on [Platform, e.g. ReputeMap], connected with Google’s own sign-in; you keep ownership of your Business Profile	Set up in week 1

Honest-ask policy: every customer is invited to review. We never filter unhappy customers away from the review link. Google’s review policies prohibit selectively soliciting positive reviews, and gating puts your profile at risk.

3. Deliverables & cadence

• Weekly: all new reviews responded to; urgent issues escalated to [Owner Contact]
• Monthly: [2] review-request campaigns sent; branded performance report delivered by the [5th]
• Quarterly: [45]-minute strategy call with a written action plan
• Ongoing: negative-review alerts reach [Owner Contact] within minutes of posting

4. Reporting

Each month you receive a branded PDF covering: rating trend versus the previous month; new reviews earned and where they came from (campaign, QR, organic); response coverage and average response time; a competitor rating comparison; the themes customers mention most; and the reviews still waiting for a reply. You should never have to ask what you are paying for; the report answers before you ask. (Attach one sample report to this proposal.)

5. Goals & KPIs

(Baselines are the audit numbers from section 1. Promise the first three; report the last three.)

KPI	Baseline ([Month])	90-day target	How it’s measured
Reply coverage	[64]% of reviews answered	100% of new reviews	Share of the month’s new reviews with a published owner reply
Time to first reply	[6] days	Under [24] hours	Average hours from a review to its published reply
Unanswered 1–3★ reviews	[9]	None older than [2] business days	Low-star reviews with no owner reply
New Google reviews	[2] a month	[8] or more a month	Reviews posted in the month, every rating
Rating of new reviews	[4.1]★	[4.5]★ or higher	Average stars of the month’s new reviews
Overall Google rating	[4.1]★	Trending up	The average Google shows on your profile

The first three are delivery commitments: they depend only on us. The last three are outcomes we influence but cannot guarantee. Google’s policies forbid buying or filtering reviews, so no honest agency promises a star rating.

6. Investment

	Essentials	Professional	Premium
Locations included	[1]	Up to [3]	Up to [10]
Review monitoring + negative-review alerts	Included	Included	Included
Responses drafted & published	Up to [15]/mo	All reviews	All reviews, priority
Review-request campaigns	[1]/mo	[2]/mo	[2]/mo + QR kit + per-staff links
Reporting	Monthly PDF	Monthly PDF + quarterly call	Monthly PDF + monthly call
Crisis-response clause (§8)	—	Included	Included, [4]-hour acknowledgment
Monthly investment	$[XXX]	$[XXX]	$[XXX]
Each additional location	—	$[XX]/mo	$[XX]/mo
One-time onboarding	$[XXX]	$[XXX]	$[XXX]

Annual prepay: pay [12] months upfront and the [12th] month is free.

7. Term, onboarding & exit

Initial term: [3] months, then month-to-month.

Week 1: profile access granted, baseline audit recorded, alerting configured, response voice guide drafted from your existing replies.

Week 2: response templates approved, first review-request campaign sent, reporting calendar confirmed.

Exit: after the initial term, either party may end the engagement with [30] days’ written notice. You keep full ownership of your Google Business Profile, all report archives, and all published responses. We hand back credentials and documentation within [5] business days.

8. Crisis response

If [Business Name] receives [3] or more negative reviews within [48] hours (a “review surge”), we will acknowledge the surge within [4] business hours, deliver a written action plan within [1] business day, draft owner responses for every review in the surge within [2] business days, and report any reviews that violate Google’s content policies through Google’s removal process. Only policy-violating reviews are eligible for removal. We do not, and no honest vendor can, guarantee removal of negative reviews.

9. Acceptance

Agreed and accepted:

[Business Name]: Signature ____________ Name: ____________ Title: ____________ Date: ________

[Your Agency]: Signature ____________ Name: ____________ Title: ____________ Date: ________

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How do you customize this template in 15 minutes?

1. Run the audit numbers (5 minutes). Current rating, 90-day review count against their loudest competitor, unanswered-review count. They fill section 1 and the baselines in section 5. On ReputeMap’s Pro plan, the prospect audit generator turns a location into a branded PDF with the rating, the reviews without a reply, the reply rate and the days since the last review, which you can attach as an appendix; the competitor’s 90-day count you read off their Google profile.
2. Fill the placeholders (4 minutes). Names, dates, cadence values, KPI targets. Cut anything you won’t deliver. A proposal that promises a quarterly strategy call you never intend to hold costs you the renewal, and a KPI target you can’t hit costs you the next one.
3. Set the three prices (3 minutes). Anchor Premium high enough that Professional looks reasonable, and price Essentials so it still clears your delivery cost with margin. The agency margin calculator shows what each price leaves after software and your team’s time, and our guide to reputation management pricing for agencies walks through the tiers.
4. Attach one sample report (2 minutes). Section 4 makes a promise; a sample proves it. Our sample white-label report, a fictional salon’s September report from a fictional agency, shows every section a client gets. Export one of your own under your agency branding, redact the client, and append it.
5. Export to PDF (1 minute). Send the PDF; keep the master editable for the next prospect.

One operational note before you hit send: section 8 commits your team to drafting responses under pressure. Make sure they have a framework for how to respond to negative reviews before the clause is ever invoked.

What happens after the client signs?

The proposal is the easy part. Now you owe responses drafted within one business day, negative-review alerts within minutes, two campaigns a month, and a branded report by the 5th. Multiply that by ten clients and it becomes an operations problem, which is why most agencies run delivery on review management software built for agencies rather than spreadsheets and Gmail filters.

Five of the six KPIs in section 5 are numbers ReputeMap’s monthly report prints for each client: reply coverage, response time against your SLA target (Growth and above), unresolved 1–3★ reviews, new reviews and the average rating of new reviews. The sixth, the overall rating, is the one Google shows on the profile.

ReputeMap covers the fulfillment side of everything this template promises: a unified Google review inbox, negative-review email alerts within minutes, AI reply drafts in each client’s voice that the owner approves before ReputeMap publishes to Google (or, on paid plans, opt-in Auto-reply for new 4–5★ reviews), email review-request campaigns with automatic reminders (Growth and above), QR codes and tracked short links (no SMS, and we say so upfront), a competitor comparison for the report (you add the competitor’s public rating and review count), and white-label PDF reports and the prospect audit generator on Pro and above. Setup takes about 3 minutes per client. See plans and start your 14-day free trial (card required) from $19/mo.