Writing quotes that convert

01Send it fast

A quote sent within 24 hours of the site visit converts far better than one sent after a week. If quotes are consistently late, the fix is templates and rate cards, not working later.

02Structure

• —Scope summary in plain English — what the customer will see when you're finished.
• —Line items grouped by area or stage, each marked ex GST.
• —Inclusions — prep, number of coats, product brand, rubbish removal, cleaning up after.
• —Exclusions — the things people assume are included (ceilings, doors, window tracks, repairs, after-hours).
• —Assumptions — access, power and water on site, a clear work area.
• —Totals — subtotal ex GST, GST shown separately, total inc GST.
• —Validity, deposit and payment terms, and how to accept.

03GST — get it right every time

In Australia, show GST separately on every quote and invoice if you're registered, and mark every price "ex GST" or "inc GST". Ambiguity here is the most common source of end-of-job disputes. If you're not GST-registered, say so on the quote rather than leaving the customer to guess.

04Protect your margin before it goes out

Decide your minimum gross profit per trade and check every quote against it before sending. Remember that markup and margin are different numbers — see the job costing guide. Anything billed at cost (permits, statutory insurance) should be excluded from the margin calculation so it doesn't flatter the job.

05After you send

• —Day 2 — "Did the quote come through okay? Happy to walk through it."
• —Day 5 — answer the likely objection before they raise it (timing, product, warranty).
• —Day 10 — ask directly whether they've decided, and whether price or timing is the blocker.
• —Track quote-to-booking. If fewer than a third of quotes convert, look at speed first, then scope clarity, then price.