You send an estimate. The client goes silent. A week later, you find out they hired someone else.
The frustrating part? Your price was competitive. But something in how you presented it didn't land. Maybe the estimate was too vague. Maybe it didn't address their real concerns. Maybe it just looked unprofessional compared to the competition.
A good estimate isn't just a number on a page. It's a sales document that builds confidence, sets expectations, and makes the client want to work with you. Here's how to write one that wins.
What Makes a Winning Estimate
Clients don't just compare prices. They're evaluating:
- Do you understand what I need? — Does this estimate reflect my actual project?
- Can I trust this number? — Is this realistic or will costs balloon later?
- Is this person professional? — Does this look like someone I can rely on?
- What am I actually getting? — Is the scope clear enough to compare?
Your estimate needs to answer all four questions convincingly. Price matters, but it's rarely the only factor.
Essential Elements of an Estimate
1. Your Business Information
Start with your company name, logo, contact information, and any relevant credentials (license numbers, certifications). This establishes legitimacy immediately.
2. Client Information
Include the client's name, company (if applicable), and project address or location. This shows the estimate is customized, not a generic template.
3. Estimate Number and Date
Use a unique identifier (EST-2024-001) for easy reference. Include the date—this matters for validity periods and shows when the estimate was created.
4. Project Description
Summarize what the client asked for in your own words. This proves you listened and understood. It also creates a reference point if scope discussions arise later.
Example: "This estimate covers the complete redesign of your company website, including 8 interior pages, a blog section, contact forms, and mobile responsiveness. Content migration from the existing site is included."
5. Detailed Scope of Work
Break down exactly what you'll deliver. Be specific:
- Vague: "Website design"
- Better: "Custom homepage design, 8 interior page templates, mobile-responsive layout, contact form integration, blog setup with 3 category pages"
Specificity protects you from scope creep and helps clients understand what they're paying for.
6. Line Items with Pricing
Show the breakdown. Clients appreciate transparency:
- Design phase: $2,500
- Development: $3,500
- Content migration: $500
- Testing and launch: $500
A single lump sum feels arbitrary. Itemized pricing shows how you arrived at the total and lets clients see where their money goes.
7. Total Cost
Make the bottom line unmistakable. If you're providing a range, explain what determines where the final cost lands.
8. What's Not Included
Explicitly list exclusions. This prevents misunderstandings and protects you:
- "Content writing not included—client to provide all copy"
- "Hosting and domain registration are separate costs"
- "Additional pages beyond the 8 specified will be billed at $200 each"
9. Timeline
Give a realistic project duration or key milestones:
- Design concepts: 2 weeks from approval
- Development: 3 weeks
- Testing and revisions: 1 week
- Total: 6 weeks from project start
10. Payment Terms
Specify when and how you expect payment:
- "50% deposit to begin, 50% on completion"
- "Payment due within 14 days of invoice"
- "Accepted: bank transfer, credit card, check"
11. Validity Period
Estimates shouldn't last forever. Material costs change. Your availability changes. Standard validity is 30 days:
"This estimate is valid for 30 days from the date above. After this period, pricing may need to be revised."
12. Next Steps
Tell them exactly what to do if they want to proceed:
"To accept this estimate, sign below and return with the 50% deposit. We'll schedule a kickoff call within 48 hours."
How to Estimate a Job Accurately
The estimate itself is only as good as the number behind it. Here's how to price jobs without losing money or losing bids:
Calculate Your Costs
- Time estimate — How many hours will this realistically take? Add 20% buffer for unknowns.
- Hourly rate — What do you need to earn per hour to cover costs and profit?
- Materials/expenses — Any direct costs you'll incur?
- Subcontractor costs — Will you need to hire help?
Base formula: (Hours × Hourly Rate) + Materials + Subcontractors + Buffer = Estimate
Research the Market
Know what competitors charge for similar work. You don't have to match them, but you should understand where you fall in the market and be able to justify your position.
Consider Value, Not Just Time
Some projects deliver outsized value to clients. A logo redesign might take 10 hours but transform their brand perception. Price based on value when appropriate, not just time invested.
Account for Client Type
Enterprise clients often have longer approval processes and more revision rounds. Budget accordingly. Repeat clients with smooth workflows might warrant better rates.
Don't Forget Hidden Costs
- Meetings and communication time
- Project management overhead
- Revisions within scope
- Administrative time (contracts, invoicing)
- Software or tools specific to the project
Presenting Your Estimate
Timing Matters
Send estimates promptly—ideally within 24-48 hours of the initial conversation. Delays signal disorganization or lack of interest.
Personalize the Delivery
Don't just email an attachment. Include a brief note:
"Hi Sarah, thanks for walking me through the project yesterday. I've put together a detailed estimate based on our conversation. The total comes to $7,000 for the full website redesign, with work completed in about 6 weeks. Let me know if you have any questions—happy to hop on a call to discuss."
Offer to Explain
Complex projects benefit from a walkthrough. Offer to review the estimate together so you can address questions in real time.
Follow Up
If you don't hear back within a week, send a polite follow-up. Estimates get lost in inboxes. A simple check-in often resurfaces stalled decisions.
Common Estimate Mistakes
- Too vague — "Website: $5,000" tells the client nothing. They can't compare it to other estimates or understand what they're getting.
- No exclusions — If you don't specify what's not included, clients will assume everything is. Then you're doing free work or having uncomfortable conversations.
- Underpricing to win — Winning a job you lose money on isn't winning. Price for profit, not just revenue.
- Overcomplicating — A 15-page estimate for a $2,000 project is overkill. Match the estimate's detail level to the project size.
- No deadline to decide — Without a validity period, clients sit on estimates indefinitely while your costs and availability change.
- Forgetting the CTA — If you don't tell them how to proceed, they might not proceed at all.
Handling Estimate Objections
"It's more than I expected"
Ask what they expected. Sometimes there's a scope mismatch. You might be able to offer a reduced scope that fits their budget. Or explain why quality work costs what it costs.
"Can you do it cheaper?"
Don't just drop your price—that signals the original estimate was inflated. Instead, offer alternatives: "I can reduce the cost to $X if we remove [specific items]. Would that work?"
"The other guy is cheaper"
Compete on value, not just price. Ask what's included in the other estimate. Often, cheaper estimates are vaguer or exclude things you included. Help them compare apples to apples.
"We need to think about it"
That's fine. Ask: "What information would help you decide?" Sometimes they need clarification you can provide. Sometimes they just need time. Set a follow-up date.
Estimate Formats
Simple Estimate
For straightforward projects: one page, basic breakdown, total at the bottom. Good for small jobs with clear scope.
Detailed Estimate
For complex projects: multiple pages, phased breakdown, assumptions documented, terms and conditions included. Good for larger projects or new client relationships.
Options Estimate
Present multiple options (basic, standard, premium) with different scopes and prices. Lets clients self-select and can increase average project value.
From Estimate to Job
Your estimate was accepted. Now what?
- Get it in writing — Have the client sign the estimate or a separate contract acknowledging the scope and terms.
- Collect the deposit — Don't start work until payment is secured.
- Schedule the kickoff — Set expectations for communication and next steps.
- Reference the estimate throughout — When scope questions arise, point back to what was agreed.
Tools for Creating Estimates
Manual estimates work for occasional projects, but they don't scale. Good estimating software should:
- Store your services and rates for quick insertion
- Generate professional, branded documents
- Track estimate status (sent, viewed, accepted, declined)
- Convert accepted estimates to invoices with a click
- Maintain history for future reference
IronBase handles the full estimate-to-invoice workflow. Create professional estimates, track their status, and convert them to invoices when work is complete. One-time $79 purchase, no subscription, works offline.
Key Takeaways
- A winning estimate proves you understand the project, not just the price
- Include: business info, client info, detailed scope, itemized pricing, exclusions, timeline, payment terms, validity period, and next steps
- Price accurately by accounting for all costs including hidden ones like communication and project management
- Be specific—vague estimates lose to detailed ones
- List what's not included to prevent scope creep
- Set a validity period (30 days is standard)
- Follow up if you don't hear back—estimates get lost
- Handle objections by adjusting scope, not just dropping price
A well-crafted estimate does more than request money—it demonstrates professionalism, builds trust, and often determines whether you get the job. Invest the time to get it right.