Writing a quote that closes the deal starts before you open any document. Get the scope right first, and the pricing and formatting become straightforward. Skip that step, and no amount of good formatting will save you.
Step 1: Nail the scope before you write anything
Every failed quote can be traced back to a scope problem. Either the freelancer didn’t understand what the client wanted, or they described it so vaguely that both parties imagined different things.
Before you write your quote, you should be able to answer:
- What exactly will you deliver?
- How many rounds of revision or iteration are included?
- What does “done” look like?
- What are you not doing as part of this project?
If you can’t answer all four, ask the client. A 15-minute follow-up call is worth more than a quote built on assumptions.
Step 2: Build your pricing from the bottom up
Calculate your price before you open the template. Here’s the order:
- Estimate the hours. Be realistic. Most freelancers underestimate by 20–30% on tasks they’ve done many times, and by more on new types of work.
- Multiply by your rate. If it’s a fixed-price project, convert this to a project fee rather than showing the hourly calculation.
- Add direct costs. Software, stock assets, subcontractors, printing — anything you pay for to complete the work.
- Add a buffer. 10–15% for communication overhead, scope clarification, and the unexpected.
The number you end up with after these four steps is the floor of your price. Don’t go below it.
Step 3: Write the line items
Translate your internal calculation into line items for the client. You don’t need to show hours or rates — you just need to show what the work consists of.
Example for a brand design project:
- Brand strategy session (60 min) — $300
- Logo design (3 concept directions + 2 revision rounds) — $1,200
- Brand style guide — $600
- Business card design — $250
Four line items. Clear, specific, easy to understand. If the client asks to reduce the price, you can discuss which line item to remove — which is a much better conversation than negotiating off the total.
Step 4: Format the document
Structure matters. Use these sections in this order:
- Header: Your info, client info, quote date, reference number, expiry date
- Scope description: 2–5 sentences or bullet points on what the project includes
- Line items table: Description | Qty | Unit Price | Amount
- Totals: Subtotal, tax (if applicable), total in bold
- Payment terms: Deposit, schedule, payment methods
- Exclusions (optional): What isn’t included
Put your scope description above the pricing table, not below it. Clients who see the price first, before understanding the scope, immediately evaluate it against their budget — not against the value of the work.
Examples by service type
Web designer quoting a landing page: Line items: UX wireframe, visual design (desktop + mobile), development (WordPress), QA and launch. Scope notes: “Includes two rounds of revision after initial design presentation. Does not include copywriting or stock photography.”
Copywriter quoting a sales page: Line items: Research and customer interview (2 hours), sales page copy (up to 2,500 words), one round of revisions. Scope notes: “Additional revisions beyond the one included round are billed at $[X]/hour.”
Developer quoting an internal tool: Line items: Requirements and architecture session, frontend development, backend API, testing and deployment, documentation. Scope notes: “Estimated at X hours. Any additional features beyond those listed will be quoted separately.”
The structure is the same. The descriptions and line items change based on what you do.
Step 5: Review before sending
Before you send a quote, check:
- Is the scope description specific enough that both parties can agree on what “done” means?
- Are all prices calculated correctly?
- Is there an expiry date?
- Are payment terms clearly stated?
- Does the total look like a number you’d be comfortable with if the project took 20% longer than expected?
If the answer to any of these is no, fix it before the quote leaves your desk.
Sending and follow-up
Send the quote with a short cover email. Invite questions. State when you’ll follow up if you don’t hear back — “I’ll check in by [date] if I haven’t heard from you” removes ambiguity.
Follow up within four to five business days. One follow-up is almost always appropriate. The client’s silence usually means they’re busy, not uninterested.
If you’re using a quoting tool like Waco, you can see exactly when the client opened the quote — which tells you whether your follow-up should be about the price or whether the quote hasn’t been seen yet.
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