How to Write a Quote for a Client That Gets Accepted (and Keeps Your Margin)
A poorly written quote is worse than not sending one. Here's the exact structure, how to price without underselling yourself, and the mistakes that make clients say no.
The problem with most quotes
Freelancers and small business owners tend to make one of two opposite mistakes:
1. They quote too low to win the job → they end up working for free or at a loss
2. They quote without structure → the client doesn't understand what they're paying for and haggles everything
A good quote isn't just a number. It's a document that justifies the price and protects you if the scope changes.
The structure of a professional quote
1. Header
2. Description of work
Be specific. "Website design" isn't enough. "Design and development of a 5-page website with contact form, basic SEO optimisation and first year hosting" is a quote you can defend.
3. Breakdown of costs
| Item | Units | Price/unit | Total |
|---|---|---|---|
| UX/UI Design | 8 h | £65/h | £520 |
| Frontend development | 20 h | £70/h | £1,400 |
| CMS integration | 5 h | £70/h | £350 |
| First year hosting | 1 | £120 | £120 |
| Subtotal | £2,390 | ||
| VAT 20% | £478 | ||
| Total | £2,868 |
4. Payment terms
Never start work without collecting at least 30–50% upfront.
5. What is NOT included
This is the most important section and the one most often forgotten. State clearly:
Anything not on this list, the client will assume is included.
6. Process and timeline
Describe how you'll work and when it will be ready. Clients accept quotes more readily when they know what's going to happen.
How to calculate your price before quoting
Before you write a number, calculate:
```
Project price = (Estimated hours × Your hourly rate) + Direct costs + Contingency buffer (15%)
```
Common mistake: estimating hours "by feel" with no historical data. Keep a record of how long similar projects actually take you. After 3–4 tracked projects, your estimates improve dramatically.
How to respond when the client says "it's too much"
Don't drop the price. Reduce the scope:
A 20% discount with no scope change sends the message that you were padding the price. Reducing scope to reduce price is a professional negotiation.
The expiry date: why it matters
Always include an expiry date of 15–30 days. Material costs and your availability change. Without one:
Flat-rate VAT and quoting: a note for UK businesses
If you're on the VAT Flat Rate Scheme (FRS), remember that the VAT you charge the client is not the same as what you pay HMRC. Factor this into your margins — your effective net VAT rate depends on your trade sector percentage. Quote at standard 20% VAT to the client, but calculate your margin on the net amount you actually retain.
How Syntra calculates your real cost before quoting
Syntra's cost calculator lets you enter materials (pulling prices directly from your supplier invoices), labour hours and overhead, and get the real cost of the project before you write the quote. You know exactly what your floor price is and how much margin your offer actually contains.
📋 Build quotes with your real costs calculated in Syntra — free.
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