Estimates aren’t just paperwork. They’re your first impression.
Most estimates get ignored or underprice the job. But a good one? It builds trust, sets clear expectations, and helps you get paid what you're worth.
Here’s how to write one that does all three, even if you’ve never done it before.
What is an estimate and why does it matter?
Simple definition: an estimate outlines what you’ll do, how long it’ll take, and how much it will cost.
It’s not a contract, but it sets the stage for one. Clients use it to compare providers, scope budgets, and decide if they trust you.
What should every estimate include?
✅ Basic Info
- Your business name, email, phone number, website
- Client’s name and contact info
- Estimate number and date
🛠 Project Breakdown
- Scope of work — clear, bulleted list of deliverables
- Timeline — when it starts and when it ends
- Pricing — flat rate, hourly, or per milestone
- Subtotal, taxes, and total
📄 Terms & Conditions
- Payment terms (e.g., 50% upfront, 50% on delivery)
- Revision policy or scope change clause
- Expiration date of the estimate
Estimate templates in InvoiceQuick let you auto-fill all of this and save it for next time. No copy-paste mess.
How to write an estimate in 5 clear steps
1. Start with a conversation, not a number
Don’t guess. Ask questions first. What’s the goal? What’s the timeline? What’s their budget?
If the client’s unsure, guide them. This is where you build trust.
2. Define your scope and draw the line
Be specific. “Design a website” is vague. “5-page WordPress site with mobile optimization and contact form” is better.
Include what’s not included (e.g., “Does not include content writing or SEO setup”).
3. Break down your pricing
Don’t just give one big number. Show how you got there.
- Project fee or hourly rate
- Materials, tools, or subcontractors
- Discounts or rush fees if applicable
4. Set expectations with a timeline
Give a realistic timeline and add buffer room.
Break it into phases (e.g., kickoff, draft, final delivery) if the project’s longer than a week.
5. Add terms so you don’t get burned
Spell out how and when you want to be paid. Protect yourself against endless revisions or late payments.
How to price your estimate without undercharging
- Check your costs: time, tools, taxes, overhead
- Research market rates: compare by experience and location
- Add buffer: for revisions, delays, or unexpected hiccups
- Don’t lowball to win: it sets the wrong tone and attracts bad clients
"An estimate isn’t a pitch to win on price. It’s proof you understand the job and can deliver it right."
What makes a strong estimate stand out?
- Clear layout (no jargon, no dense blocks)
- Professional formatting (PDF or clean email)
- Optional upgrades or phased pricing
- Personalization: reference something from your conversation
- Fast delivery, ideally within 24 hours of your client call
Estimate vs. Quote vs. Invoice: Know the difference
- Estimate: Ballpark numbers, flexible and non-binding
- Quote: Locked-in price, legally binding if accepted
- Invoice: Official request for payment, based on work completed
Once your estimate is approved, you can convert it to an invoice with one click inside InvoiceQuick.
Types of estimates (and when to use them)
🧠 Ballpark Estimate
Used early in the conversation to see if you're in the same budget range.
📋 Detailed Estimate
After scoping the project, includes full breakdown and timeline.
🎯 Bid Estimate
Used when competing with others, includes deliverables, pricing, and a proposal-style pitch.
Common mistakes to avoid
- Guessing prices without scoping
- Not including an expiration date
- Forgetting to add tax or late fee policy
- Over-promising deadlines you can’t control
Bonus tips to save time and close more jobs
- Use estimate templates for repeat work
- Follow up with a short email 24 to 48 hours after sending
- Add a soft CTA: “Let me know if you'd like to move forward or tweak anything”
Write it once. Reuse it forever.
Your first estimate takes effort, but once it’s done, reuse the format and just adjust the details.
InvoiceQuick lets you create, send, and convert estimates into invoices, all from one dashboard. Save hours and get paid faster.
FAQs
How long should an estimate be?
Keep it tight, one to two pages is plenty. The goal is to make it skimmable but still detailed enough to show you know what you're doing. Bullet points beat long paragraphs every time.
Can I update or resend an estimate?
Yes, estimates aren’t contracts. If the project scope shifts or a client asks for changes, just revise the document and send a new version. Label it “Revised Estimate” and briefly explain what changed.
What if the client doesn’t respond after I send the estimate?
Give it 2–3 days, then send a friendly follow-up. Keep it short: “Just checking in, happy to adjust anything if needed.” If there’s still no reply, move on. Silence is usually a no.
Do I need to include taxes or fees in my estimate?
Yes, if you’re required to collect tax, include it in your total so there are no surprises. Same goes for processing fees or late payment penalties. Be upfront now to avoid awkward emails later.
Should I charge for creating an estimate?
Most freelancers don’t, especially for smaller jobs. But if the estimate requires research, planning, or deep scoping, it’s okay to charge or roll that cost into your first invoice once the project kicks off.
