How to write a good quote: structure, example, tips

What a quote actually is

A quote is an offer. If your client says yes, you generally have a contract, even if nothing else is signed. That is why everything you promise should be in it: what you deliver, at what price and on which terms.

If you do not want to be tied to your price straight away, state clearly that the quote is non-binding. If you want your client to have certainty, give a validity period, for example 30 days. Without one it is unclear how long you are held to your price. Whether a particular quote is binding in your case depends on the wording and the circumstances. If in doubt, ask a lawyer.

How to structure a quote

A quote reads well when your client can see within a few minutes what they get and what it costs. This order works for most service businesses:

1. Header details: your company name, address, Dutch Chamber of Commerce (KvK) number and VAT number, your client's name, a quote number and the date.
2. Background: two or three sentences on what the client wants to achieve, in their own words. It shows you listened.
3. What you deliver: a short description per item, and what is not included. Stating exclusions prevents most disagreements.
4. Price: a fixed amount, or hours times rate per item, excluding VAT, with the VAT amount and the total underneath.
5. Planning: when you can start and how long it takes.
6. Payment: deposit, payment term and any recurring costs. More on this in the guide on asking for a deposit.
7. Validity and terms: until when the quote holds, and which general terms and conditions apply.
8. Acceptance: a place where your client can clearly say yes.

An example with figures

Say you build a website for an invented hair salon, Salon Voorbeeld. The quote looks roughly like this:

• Design and build of a 5-page website: 38 hours at € 85 = € 3,230.00
• Hosting and maintenance: € 25.00 per month, invoiced separately, excluding VAT
• One-off total excluding VAT: € 3,230.00
• VAT at 21 per cent: € 678.30
• One-off total including VAT: € 3,908.30
• Deposit of 30 per cent on acceptance: € 1,172.49, the rest within 14 days of delivery
• Valid for 30 days from the quote date

Note what is in there: the price is itemised, the VAT is shown separately, the payment is concrete and the validity is clear. Under What you deliver, also say what is not included, such as writing copy or taking photographs, unless it is.

Fixed price, hourly rate or options

A fixed price gives your client peace of mind and gives you a reason to work efficiently, but it needs a clear definition of what is included. Hours times rate suits work whose size is hard to predict. A middle route is an indicative price with a clear maximum.

If you offer options, such as extra pages or a maintenance contract, list them separately so the client can choose. To them it feels like control, to you it is a chance of a higher amount without pressure. For recurring costs, put the term, the notice period and any price increase in writing. How to handle that later in your records is covered in the guide on a subscription in your bookkeeping.

Common mistakes

• No validity period. Your client comes back after six months expecting the old price.
• Only a total. Without a breakdown the client cannot see what they pay for, and a conversation about price is harder.
• Unclear VAT. State whether amounts include or exclude VAT. Business clients expect amounts excluding VAT.
• No exclusions. What you do not deliver should be written down too.
• Terms not attached. In the Netherlands, general terms generally apply only if your client received them before or when the contract was made. Send them along.
• No follow-up. Many quotes never get an answer because nobody asks. Plan a call or a reminder.

Checklist before you send

• Are your details and your client's correct, and is the VAT number right?
• Is every price itemised, with the VAT shown separately?
• Does it say what you deliver and what you do not?
• Is the planning realistic?
• Are the payment and the deposit concrete?
• Is there a validity period or a fixed end date?
• Are the general terms attached?
• Does your client know how to accept?

Acceptance and follow-up

The easier it is to say yes, the sooner you get an answer. Let your client view the quote online and accept it there, so they do not have to print or scan anything. How digital acceptance relates to the law is covered in the guide on a valid digital signature.

If a week or two passes between sending and an answer, send one friendly reminder. Track how many quotes you send and how many become a yes, your quote conversion. You learn more from that than from the feeling that you are busy.

Frequently asked questions