11 Quotation Format Tips for Clear, Winning Quotes
If you’ve ever stared at a blank page knowing a sale depends on the next document you send, you’re not alone. A strong quotation format builds trust, removes doubt, and nudges the client to say “yes.” This guide gives you a clean structure, copy you can adapt, and ready-to-use templates to speed approvals and boost your win rate.
What is a quotation format?
A quotation format is the structured way to present pricing, scope, and terms for a proposed project or order. It ensures clarity by outlining exactly what’s included, how much it costs, and what happens next. Consistency matters: a repeatable, professional layout reduces back-and-forth, protects your margins, and reinforces your credibility with every client touchpoint.
Think of it as a mini-contract preview. It should be easy to scan, impossible to misinterpret, and aligned to your brand. Whether you send a PDF, an email, or a web-based quote, the essentials remain the same.
Core components of a quotation format
- Header: Company name, logo, address, email/phone; client details; quote number; issue date; expiry date.
- Project summary: One paragraph tying the client’s goal to your proposed solution and outcomes.
- Itemized pricing: Line items with descriptions, quantities, rates, and amounts; subtotal, taxes, discounts, grand total.
- Scope & assumptions: Explicit inclusions and exclusions, dependencies, client responsibilities.
- Timeline & deliverables: Milestones, dates or durations, and what the client receives at each stage.
- Payment terms: Deposit, milestones, due dates, accepted methods, late fees, and change control.
- Legal notes: Validity, warranties/support, intellectual property, confidentiality, cancellation.
- Call to action: How to approve (e-sign, PO, reply), who to contact, and the next step after approval.
Quotation format structure
Build your quotation format in clean, predictable sections so clients can find answers fast. Use consistent headings, spacing, and typography. If it looks organized, it reads as trustworthy. Consider adding an executive summary upfront to frame the value before the numbers.
Pricing table example (HTML)
| Item | Description | Qty | Rate | Amount |
|---|---|---|---|---|
| UX Audit | Heuristic review, analytics snapshot, recommendations | 2 days | $1,000 | $2,000 |
| Design (5 Pages) | Homepage + 4 inner pages, responsive layouts | 5 | $700 | $3,500 |
| CMS Setup | Theme build, content types, basic SEO | 1 | $6,000 | $6,000 |
| Support & QA | Testing, bug fixes, assisted launch | 1 | $1,200 | $1,200 |
| Subtotal | $12,700 | |||
| Tax (8%) | $1,016 | |||
| Total | $13,716 | |||
Beneath the table, always state what’s not included and what you need from the client (e.g., brand assets, timely feedback). This reduces scope creep and sets a professional tone from the start.
Mediums for your quotation format
| Format | Best for | Strengths | Watch-outs |
|---|---|---|---|
| Formal proposals | Branded layout, secure, shareable | Must re-send for edits or updates | |
| Email body | Quick quotes | Fast, conversational, low friction | Details can be missed, weak version control |
| Spreadsheet | Complex breakdowns | Transparent calculations, easy math | Less visual appeal without styling |
| Web page | Instant approval | Trackable, mobile-friendly, interactive | Requires tooling and hosting |
For complex deals, pair formats: send a branded PDF for presentation and attach a spreadsheet appendix for line-level clarity. For speed, an email quote can work—just link to your terms and include a clear approval method.
Quotation format examples by industry
- Marketing agency: Strategy workshop, campaign setup, monthly retainer; 50% deposit; deliverables include creative assets, reports, and KPIs; change requests billed hourly.
- Construction: Materials, labor, equipment, permits; assumptions on site access and approvals; warranties and safety compliance; price subject to commodity fluctuations within validity.
- Software/SaaS: Licensing tiers, onboarding, support levels; SLAs, data processing notes, renewal and uplift terms; discounts for annual prepay.
- Freelance/creative: Discovery, concept rounds, two revisions, final files; timelines tied to feedback windows; kill fees and usage rights defined.
- E‑commerce/wholesale: SKUs, MOQs, unit costs, lead times; Incoterms and shipping; volume discounts and payment on pro forma.
Common mistakes and fast fixes
- Vague scope: Add a bulleted “Inclusions/Exclusions” list and a change request process.
- Hidden fees: Surface taxes, shipping, rush fees, licenses, and third‑party costs upfront.
- No validity date: Protect margins and create urgency with a clear expiry window.
- Weak CTA: State exactly how to approve and when work begins after approval.
- Walls of text: Use headings, bullets, tables, and white space to improve readability.
- Generic pitch: Mirror the client’s language and goals in your summary to increase relevance.
11 pro tips to upgrade your quotation format
- Lead with outcomes: Frame the result (more leads, faster turnaround) before the deliverables.
- Offer 3 options: Good–Better–Best packages anchor value and increase average order size.
- Add social proof: A one‑line testimonial or logo strip builds trust instantly.
- Clarify assumptions: Note what you rely on (access, data, approvals) to prevent delays.
- Define change control: Explain how new requests are estimated, approved, and billed.
- Show timelines: Dates or durations for each milestone reduce anxiety and follow‑ups.
- Use plain language: Avoid jargon; make every line unambiguous and scannable.
- Design hierarchy: Use typographic contrast and spacing to guide the eye to totals and next steps.
- Make approval frictionless: Include an e‑signature link or “Reply ‘Approved’” instruction.
- Summarize value near total: Restate key outcomes right above the grand total.
- Follow up with context: Send a polite reminder before expiry with a recap of benefits.
Ready‑to‑use quotation format templates
Service quotation format
Quotation #: Q-1047 Date: 12 Aug 2025 Valid until: 26 Aug 2025 From: Company Name Address • City Email • Phone To: Client Name Company • Address Email • Phone Project: Website Design & Launch Executive Summary: We will redesign your 5-page marketing site to increase conversions and improve mobile performance, targeting a launch within 6 weeks. Itemized Pricing: - UX Audit & Strategy .................... 2 days @ 1,000 = 2,000 - Visual Design (5 pages) ................ 5 pages @ 700 = 3,500 - CMS Setup & Development ................ Fixed .......... 6,000 - QA, Testing & Launch Support ........... Fixed .......... 1,200 Subtotal: 12,700 Tax (8%): 1,016 Total: 13,716 Scope & Assumptions: - Inclusions: Design for 5 pages, CMS setup, basic SEO, analytics hookup. - Exclusions: Copywriting, custom illustrations, paid plugins/licenses. - Client to provide brand assets and final copy before design starts. Timeline & Deliverables: - Week 1: Audit & wireframes - Weeks 2–3: Visual design - Weeks 4–5: Development - Week 6: QA & launch Deliverables: Source files, CMS access, launch checklist Payment Terms: - 50% deposit to schedule the project - 30% at design approval - 20% at handover - Late payments accrue 1.5% monthly Approval: - Reply “Approved” to this email or sign at: https://example.com/approve/Q-1047
Product quotation format
Quote #: W-1183 Date: 12 Aug 2025 Valid: 30 days Seller: Company Name Buyer: Client Company Items: - Widget Pro (200 units) @ $18 ...... $3,600 - Widget Mini (500 units) @ $7.50 ... $3,750 Shipping: $320 Subtotal: $7,670 Tax (7%): $537 Total: $8,207 Terms: - Payment: 50% advance, 50% before dispatch - Delivery: 10–14 business days ex‑works - Incoterms: FOB Karachi - Warranty: 12 months manufacturing defects Approval: - PO required or sign at: https://example.com/approve/W-1183
SaaS quotation format
Quote #: S-3092 Date: 12 Aug 2025 Valid: 14 days Customer: Client Co. Plan: Growth (25 seats) Term: Annual (prepaid) Breakdown: - License (25 seats x $29/mo x 12) .......... $8,700 - Onboarding (once) .......................... $1,200 - Priority Support (annual) .................. $900 Subtotal: $10,800 Discount (10% annual prepay): -$1,080 Tax (8%): $780 Total: $10,500 SLA & Data: - 99.9% uptime SLA, DPA on request, SOC 2 available Renewal: - Renews annually at list price minus applicable discounts Cancellation: - 30 days’ notice before renewal date Approval: - Click to accept: https://example.com/accept/S-3092
FAQ: quotation format essentials
How long should a quote be?
As short as possible, as long as necessary. One to three pages usually covers summary, pricing, and terms without overwhelming the reader. Use appendices for deep technical details.
What’s the difference between a quote and a proposal?
A proposal sells the approach and may include background, case studies, and options. A quote is the concise commercial summary clients can approve. Many teams combine both: a short proposal front section plus a quote back section.
Do I need a signature to proceed?
Get written approval in a durable format: e‑signature, a countersigned PDF, a purchase order, or an email that clearly states acceptance. Then issue an invoice aligned to your payment terms.
How do I handle scope changes?
State a simple change control process: new requests are assessed, estimated, and approved before work begins. Capture changes in a revised quote or a separate change order.
Final checklist before sending your quotation
- Math verified: Subtotals, taxes, discounts, and total are accurate.
- Dates confirmed: Issue date and validity/expiry are present.
- Scope clear: Inclusions, exclusions, and assumptions are explicit.
- Brand consistent: Logo, fonts, and layout match your identity.
- CTA obvious: Approval method and next step are unmistakable.
Your quotation isn’t just a price—it’s your first handshake. Make it clear, confident, and easy to approve.
