How to write a quote that wins work

Most customers compare two or three quotes, so yours has to be clear, priced properly and quick to arrive. This guide walks through pricing, wording and the UK consumer rules, with a full worked example.

What are the rules for quotes in brief?

We checked these points on 12 October 2026. They apply across the UK.

• A quote is a fixed price. Citizens Advice tells homeowners that an accepted quote is an agreement, written down or not. An estimate is a rough guide.
• Show homeowners the full price. The CMA's pricing guidance (updated 7 January 2026) says prices to consumers should normally include unavoidable charges, including VAT.
• Cancellation rights. If a homeowner agrees the job at their home, they usually get 14 days to cancel, and you must tell them.
• Fair terms. GOV.UK says deposits kept whatever the reason for cancelling, or price changes with no clear basis, can be unfair to consumers.
• VAT. Only add VAT if you are registered. Registration is required once taxable turnover goes over £90,000 in 12 months.

Who does this guide apply to?

Any UK tradesperson pricing work: sole traders, small firms and subcontractors. The consumer rules (cancellation, VAT-inclusive pricing, fair terms) only apply when your customer is a homeowner or other consumer. When quoting a main contractor or business, you have more freedom, but the same clarity wins work.

How do you write a quote, step by step?

1. See the job. Visit, or ask for photos, measurements and a video. Note access, parking, waste removal and anything you cannot see.
2. Agree the scope. Write down what the customer wants in plain English. "Supply and fit new bathroom suite, tile walls to full height, new extractor fan" is clear. "Bathroom works" is not.
3. List exclusions. Plastering, decorating, electrics by others, making good, or anything behind walls.
4. Price materials at cost. Use current supplier prices, not last year's. Add an allowance for waste on tiles, timber and plasterboard.
5. Add your markup. Markup covers ordering, collection, waste and the risk of returns, as well as profit. Know the difference between markup and margin: our guide to markup vs margin for tradespeople explains why a 25% markup is only a 20% margin.
6. Price labour. Estimate days, then multiply by a day rate that covers your pay, van, tools, insurance, holidays and quiet weeks. Our day rate calculator works it out from your costs.
7. Add subcontractors, plant and skips. Mark these up too, because you carry the risk if they let you down.
8. Add VAT if registered and show the total including VAT as the headline for homeowners.
9. Set the terms. Validity date, start date, duration, deposit, stage payments and payment method.
10. Add the cancellation notice for quotes agreed at the customer's home.
11. Send it fast and follow up. Aim for within 48 hours of the visit, then follow up after two or three days.

Our free quote template for builders and trades has all of these sections laid out, with a markup column that calculates for you.

How to make your quote stand out

Price matters, but homeowners often choose on clarity and trust. A few things make a quote easier to say yes to:

• Speed. The first clear, professional quote sets the benchmark the others are judged against.
• Plain English. Describe the finished result, not just the parts. "A fully tiled shower with a thermostatic valve" sells better than "TMV and tiling".
• Options. Offer a good, better and best choice where it makes sense (for example three boiler models). It moves the question from "whether" to "which".
• Proof. Add your trade body or scheme membership, insurance, and photos of similar finished work.
• A clear next step. "Reply to accept, or sign below, and we will book your start date" beats leaving the customer to work out what to do.

Quote, estimate or tender?

Handling changes once the job starts

Customers often add work part way through. Price every change as a written variation, with its own number and price, and get it accepted before you do the work. Then list each variation as a separate line on the final invoice. This keeps your original quote intact and makes disputes much less likely.

What deadlines and terms should a quote set?

How quickly should you send a quote?

No rule sets a deadline, but speed wins work. We suggest sending simple quotes the same day and larger ones within 48 hours. If a big job needs supplier prices or a design, tell the customer when to expect it, then hit that date. Quoting apps help here because you can build and send the quote on your phone before you leave the drive.

Should you quote for every enquiry?

No. Quoting takes unpaid time. Ask a few questions on the phone first: the budget, the timescale, and whether they have had other quotes. If the budget is far below what the job costs, say so politely and save the site visit.

Worked example: pricing a bathroom refit

A VAT-registered plumber quotes a homeowner for a bathroom refit. The rates and markups are examples, not market prices.

The markups add £598 on top of costs (£480 on materials, £90 on the tiler and £28 on the skip). On the quote, the homeowner sees £7,029.60 including VAT as the headline. The terms might read: "Valid until 11 November 2026. Deposit of £1,405.92 (20%) on acceptance to order materials. Balance on completion, payable within 7 days of invoice. Excludes plastering and decoration."

To try different markups or work backwards from a target margin, use our markup calculator.

What if you got the markup wrong?

Suppose the plumber wanted a 20% margin on materials but applied a 20% markup. The materials price should have been £2,400 divided by 0.80, which is £3,000, not £2,880. That is £120 less profit on one job. Over 30 similar jobs a year, it is £3,600.

What are the most common quoting mistakes?

• Pricing from memory. Supplier prices change. Check them for every quote.
• Underpricing labour. A day rate that only covers your wage leaves nothing for the van, tools, insurance or holidays.
• Confusing markup and margin. If you want a 25% margin, a 25% markup falls short.
• No exclusions. Customers assume everything is in the price.
• Quoting ex VAT to homeowners. It breaks the CMA guidance and causes rows at invoice time.
• Calling an estimate a quote. You are then stuck with the price.
• Slow quotes and no follow-up. The first clear quote often wins. A polite follow-up call wins more.

What software helps you write quotes?

If you send more than a few quotes a week, software pays for itself. Quoting apps load supplier price lists, save kits of common materials, send quotes from your phone and let customers accept online. A simple CRM also helps you track which quotes need chasing: see our guide to CRM software for trades. For the full comparison, read our guide to quote and invoice software for tradespeople.

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