How to write up a quote step by step, what it must include, a full example quote you can copy, the mistakes that lose the job, and what to do after you send it.
Most small businesses lose quotes they should have won, and not on price. They lose them because the quote arrived late, was hard to understand, or left the customer unsure what they were actually getting. A good quote is a sales document: it should make saying yes easy. This guide shows you how to write one up, step by step, with a complete example at the end.
In the UK these mean different things, and mixing them up causes arguments later.
Put the word at the top of the document. If parts of the job genuinely cannot be priced until you start (what is behind that wall, how many hours the data clean-up takes), quote the parts you can and give an estimate, clearly labelled, for the rest.
| Part | Why it matters |
|---|---|
| Your business name, address, phone and email | they need to be able to find you again in three weeks |
| The customer's name and the job address | it shows the quote was written for them, not copied |
| A quote number and the date | so both of you can refer to it, and you can find it |
| Valid until (usually 30 days) | prices move; it also gives you an honest reason to follow up |
| The scope, in plain words | what you will do, room by room or step by step |
| What is not included | the single best protection against disputes |
| The price, broken into lines | labour, materials, extras. People trust a breakdown more than a round number |
| VAT | net, VAT and total if registered; "No VAT is charged" if not |
| Payment terms | deposit, stage payments, when the balance is due, how to pay |
| When you can start and how long it will take | often the deciding factor |
| How to accept | "reply to this email" or "sign and return" - one clear action |
Here is a complete quote for a small bathroom job, laid out the way the table above describes. Swap the trade and the lines for your own; the shape is the same for a decorator, a web designer, a photographer or a bookkeeper.
QUOTE Q-2041 · 10 October 2026 · Valid until 9 November 2026
From: Hartley Plumbing & Heating, 14 Mill Lane, Leeds LS6 2AB · 07700 900123 · jo@hartleyplumbing.co.uk
To: Sam Patel, 22 Orchard Road, Leeds LS7 4QT
Job: Replace bath with walk-in shower, first-floor bathroom
What is included
Not included: removal of the existing floor tiles, any electrical work (an extractor fan would need an electrician), redecoration, and remedial work to pipework or joists found once the bath is out. Anything found will be priced in writing before it is done.
| Line | Amount |
|---|---|
| Labour, 3 days, two people | £1,320.00 |
| Shower tray, waste and fittings | £285.00 |
| Mixer shower and riser rail | £240.00 |
| Glass screen | £310.00 |
| Tiles: allowance of £35 per m², 6 m² | £210.00 |
| Adhesive, grout, silicone, sundries | £95.00 |
| Skip share and waste disposal | £80.00 |
| Subtotal | £2,540.00 |
| VAT at 20% | £508.00 |
| Total | £3,048.00 |
Payment: 25% deposit (£762.00) on booking to secure the date and order materials. Balance due within 7 days of completion, by bank transfer to the account on the invoice.
Timing: We can start Monday 3 November. The job takes three working days; the bathroom is out of use for two of them.
To accept: reply to this email saying "go ahead" and I will confirm the dates and send the deposit invoice. I will check in with you on Wednesday in case you have any questions.
Notice what the example does. The scope is numbered so the customer can picture the job. The exclusions are specific. The price is nine lines, not one. The tile line is an allowance, which lets Sam pick any tile without a new quote. The deposit and the start date are on the quote, not sprung later. And the last line tells Sam what to do and tells them a follow-up is coming, so the follow-up is expected rather than a nag.
1. Sending it late. The customer asked three people. The first credible quote sets the benchmark, and the third often is not read. Aim for the same day for simple jobs, and within 48 hours for anything you had to visit.
2. One big number. "Bathroom refit: £3,048" invites the question "why so much?" The same total shown as strip-out, tray, shower, screen and tiling answers it before it is asked.
3. No exclusions. "Price excludes decorating, flooring and any remedial work to existing pipework" costs you nothing and saves the conversation where the customer thought it was included.
4. Jargon. Write it so their partner, who was not at the visit, can understand it. They are usually part of the decision.
5. No next step. A quote that ends with the total leaves the customer to work out what happens now. End with how to accept and when you could start.
Where it is honest to, give two or three options rather than one price: the basic job, the job done properly, and the job with the extra they mentioned wanting. People find it easier to choose between options than to decide yes or no, and the middle option wins most of the time. Do not pad the list; each option should be something you would be happy to deliver.
State them on the quote, not on the invoice afterwards. A common pattern for jobs with materials is a deposit on booking that covers the materials, a stage payment for longer jobs, and the balance on completion within seven days. Whatever you choose, putting it in the quote means accepting the quote is accepting the terms.
Send it as a PDF, not an editable document, with a two-line covering message: thank them for their time, say the quote is attached and valid for 30 days, and say when you will check in. Then actually check in. Most quotes that go quiet are not a "no": they are a busy person who meant to reply. Our guide on how to follow up a quote without being a pest has the timing and three messages you can copy.
A quote is worth nothing in your sent folder. The moment it goes, write down three things: who it went to, the value, and the date you will chase it. A quote you forget to chase is a job you did not get, and across a year that is usually more lost work than any competitor takes from you.
A diary works. A spreadsheet with a "next date" column works. A CRM that shows you the day's follow-ups when you open it works best, because it survives the week when you are too busy to look. Whatever you use, the rule is the same: no open quote without a chase date against it.
Confirm in writing what was accepted and the start date, take the deposit, and keep the quote with the job. When a customer asks for something extra halfway through, price it as a short written variation before you do it. It feels formal for a small job, and it is the difference between a happy final invoice and a disputed one.
How long should a quote be valid for? Thirty days is the norm. Shorter if your material prices move quickly, longer if the customer has told you the decision is months away. Always put the date on it.
Do I need to add VAT if I am not registered? No. Say so on the quote ("No VAT is charged") so the customer knows the total is the total.
Should I charge for writing a quote? For most jobs, no; it is the cost of winning work. For large or design-heavy jobs where the quote itself takes a day, some businesses charge a fee that is deducted from the job if it goes ahead. Say so before you visit.
How many quotes should I expect to win? Trades and services commonly win between a quarter and half of what they quote. If you win nearly everything, you are probably too cheap. If you win almost nothing, the price is not usually the problem; the quote is arriving late or it is unclear.
Can I change a quote after the customer accepts it? Only if the job changes. That is what the exclusions and the written variation are for. If you simply got the price wrong, that is your cost to carry, which is why step three above says to be honest about the hours.
Is a quote legally binding? Once accepted, a quote forms the basis of the contract, so the price and scope you wrote are what you have agreed to. This is general information, not legal advice; for anything unusual, ask a solicitor or your trade body.
Build the quote in the free Quote & Invoice Generator - it prints or saves as a PDF and nothing is uploaded - then book the follow-up in Sheetsmith CRM so it chases itself.
Take a look
Sheetsmith