A well-prepared quotation does two things: it convinces the customer and protects you. When an item is missing, a price is ambiguous or it is unclear what is excluded, problems tend to arise later, once the work has started. Here is how to write a quotation that is easy to understand and that the customer can accept without having to ask you ten different questions.
What a Quotation Should Include
You do not need a lengthy document. You simply need to make sure all the essential information is included and easy to find:
- Your details and the customer's details: company name or full name, VAT registration number or tax identification number, address and contact details.
- A reference number and date, so you can refer to the quotation in an email and find it again months later.
- A description of the work, item by item, using language the customer actually understands.
- The quantity and price of each item, with the total at the bottom.
- The quotation's validity period: how long the quoted prices are guaranteed.
- Timescales and payment terms: when you will start, when you will deliver, and when and how you expect to be paid.
Describe the Work, Not Just the Price
The description is the most important part. "Website: £3,000" leaves room for all sorts of interpretations. "A six-page website with a contact form, a mobile-friendly version, two rounds of copy revisions and publication" tells the customer exactly what they are buying and makes clear what you are expected to deliver.
A simple approach is to write one line for every deliverable the customer will receive, and a separate line for everything that is not included. Clearly stated exclusions help prevent disagreements over additional requests.
Prices, VAT and Additional Items
- Always state whether prices are exclusive of VAT or inclusive of VAT. In business-to-business transactions, it is common to show the net amount, with VAT calculated separately.
- If you have costs that depend on third parties (licences, printing, domain names), list them as separate items: the customer can clearly see that these amounts are not part of your own service fee.
- If you offer discounts, show them as separate line items: customers tend to appreciate seeing the original price alongside a clearly displayed discount rather than simply being shown an already reduced price.
For tax rules applicable to your particular situation (tax regime, withholding tax, professional pension fund contributions), consult your accountant, as these can vary depending on your type of business.
Validity and Terms
Setting an expiry date for your quotation, for example 30 days, prevents you from being tied to outdated prices and gives the customer a reason to make a decision. Add a few clear terms: a deposit upon acceptance, staged payments based on work completed or payment on delivery, and what happens if the project is put on hold because the customer has not supplied the necessary materials.
Send It in a Way That Makes Saying Yes Easy
A PDF attached to an email can easily get lost. A short message containing the quotation and a simple way to respond works better. If you use business management software such as CursusOffice, you can send the quotation via a link: the customer can open it on any device, download it as a PDF and accept or decline it with a single click. You receive their response and can see whether the link has been opened.
Then follow up politely: an email a few days later ("Have you had a chance to look at it? We can go through it together if you like") can bring many outstanding quotations back to life, not because the customer wants to say no, but simply because they are busy.
From Accepted Quotation to Project and Invoice
The stage immediately after the customer says "yes" is where the most time is often wasted: rewriting the same line items to create the project, and then doing it all over again for the invoice. With the right tools, you only need to do it once: the accepted quotation becomes a project with its own tasks, and once the work is completed, an invoice is created using the same line items. Less duplication, fewer errors and no discrepancies between what you promised and what you invoice.
In Summary
- Clear details, a reference number and a date.
- One line for each deliverable, with exclusions clearly stated.
- Prices with VAT clearly indicated.
- A validity period and clear payment terms.
- Easy delivery, one-click acceptance and a friendly follow-up reminder.
To try this workflow without having to copy anything manually, the CursusOffice free trial lasts 30 days and requires no installation.
