Most quoting problems don’t start in the document — they start in the conversation before it. Freelancers who prepare strong quotations know exactly what the client needs before they touch a template.
Before you open the template
You need three things before you start writing a quotation:
- A defined scope. What exactly is the client buying? What does “done” look like?
- A realistic time estimate. How many hours will this take, from kickoff to final delivery?
- Any hard costs. Subcontractors, software licenses, stock assets, printing — anything you pay for to complete the work.
If any of these are unclear, ask the client before preparing the quotation. A quote built on guesses will either lose you money or lose you the project.
The structure of a strong quotation
A professional quotation for a client contains these sections in this order:
Header Your business name, address or website, date, a quote reference number, and the client’s name and company. The reference number matters — it lets you track revisions and refer back to specific versions.
Scope description A brief paragraph or bullet list describing what the work includes. Be specific enough that both parties agree on what’s in scope and what isn’t. Vague descriptions like “branding work” create disagreements. “Logo design, brand guidelines document, and business card design” is specific.
Line items Each piece of work as a separate line. Include a description, quantity (hours or units), and price per unit or flat fee per item. This breakdown shows clients exactly what they’re paying for.
Subtotal, taxes (if applicable), and total State the total clearly. If you’re adding tax, show it as a separate line so the pre-tax and post-tax amounts are both visible.
Payment terms Your deposit requirement, payment schedule, and accepted payment methods. Include the due date for the deposit — “30% due upon acceptance” is cleaner than leaving it vague.
Expiry date “This quotation is valid until [date].” Thirty days is standard. This protects you from clients accepting an old quote at old rates.
Exclusions One or two lines on what isn’t included: “Additional revisions beyond two rounds, third-party software costs, and print production are not included in this quotation.” Short and specific.
How to price the work
Total up your estimated hours and multiply by your hourly rate. Add all direct costs with a small markup if you’re managing third-party vendors. Add a buffer of 10–15% for communication, revisions, and the unexpected.
If you’re pricing a fixed-fee project, ask yourself: what would it cost to fix a mistake on this project? That’s roughly the buffer you need. A website that goes live with errors requires additional hours to fix. Your quote should account for that possibility.
Never present a quotation verbally and follow up with a written version. The written version is the one that matters. Get it right the first time.
How to deliver the quotation
The format you choose sends a signal.
- Pasting the price into an email body signals small-scale, informal, possibly flexible on price.
- Attaching a well-formatted PDF signals structure, professionalism, and a business that takes its work seriously.
- Sending a tracked link through a quoting tool like Waco signals efficiency — and lets you know exactly when the client opened it.
PDF is the minimum for any project above a few hundred dollars. For larger projects, using a proper quoting tool makes a visible difference to clients who receive proposals regularly.
What to say when you send it
Don’t just send the document with no context. Write a short email that:
- Confirms what the quotation is for
- Mentions the expiry date
- Invites questions
- States a specific next step (“Let me know if you’d like to discuss this on a call” is better than “Hope this works for you”)
Keep the email short. The quotation does the explaining — the email just frames it.
After delivery
If you haven’t heard back within five business days, follow up. One short email: “Just checking in on the quotation I sent on [date] — happy to answer any questions or jump on a call if it’s helpful.”
Most unresponsive clients aren’t uninterested. They’re busy. A single follow-up often closes the deal that a first send left open.
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