Sending a project quote is one of the most stressful parts of freelancing. You type a number, stare at it for ten minutes, delete it, type a lower number, and then hit send while holding your breath.
Sound familiar?
The fear of quoting too high and losing the project is real. But here's what nobody tells new freelancers: undercharging is worse than losing a project. Way worse. It sets a rate precedent that follows you, trains the client to expect cheap work, and leaves you burnt out from doing $5,000 worth of work for $2,000.
Let's fix that.
Why Freelancers Undercharge (and How to Stop)
Undercharging usually comes from one of three places:
Imposter syndrome. You don't feel "qualified enough" to charge real rates. So you quote low as an apology for your own existence. This is almost never based on reality. If a client is asking you for a quote, they already think you can do the job.
Fear of rejection. You'd rather get the project at a low rate than risk losing it at a fair rate. But a project that doesn't cover your costs isn't a win. It's a loss you volunteered for.
No idea what to charge. You haven't researched market rates, so you guess. And guessing almost always means guessing low, because our brains are wired to avoid risk.
The fix for all three is the same: do your homework before you quote.
Research Before You Quote
Before sending any project quote, you need to know three things:
1. What's the market rate for this type of work? Check freelance rate surveys, Glassdoor, communities like r/freelance, and industry reports. If you're a copywriter, know what other copywriters charge. If you're a web developer, know the range for similar projects.
2. What's the client's budget range? Sometimes you can ask directly. "Do you have a budget in mind for this project?" Many clients will tell you. Even a vague answer like "We were thinking somewhere in the $3,000 to $5,000 range" gives you a floor to work with.
3. What's the project actually worth to the client? A landing page that's expected to generate $50,000 in revenue is worth more than a landing page for a personal blog. Value-based pricing means your quote reflects the impact of the work, not just the hours it takes.
Structuring Your Quote Email
Keep it clean and professional. The client should be able to scan your email and understand exactly what they're getting, what it costs, and what happens next.
Here's a structure that works:
Opening (1-2 sentences). Reference your earlier conversation or the project brief. Show you understand what they need.
Scope summary (3-5 bullet points). List exactly what's included in your quote. Be specific. "Design and develop a 5-page website including homepage, about, services, portfolio, and contact pages" is much better than "Build a website."
What's NOT included. This is just as important. "This quote does not include copywriting, stock photography, or ongoing maintenance." This protects you from scope creep.
Timeline. When will you start? When will you deliver? Are there milestones along the way?
Investment. State your price. Don't call it a "cost" or a "fee." Call it an investment. It's a small word choice that frames the work as valuable.
Payment terms. How do you want to be paid? When? Include this so there's no confusion. For detailed guidance on setting these up, check out our post on payment terms in freelance contract emails.
Next step. Tell them what to do if they want to proceed.
A Quote Email Template
"Hi [Name],
Thanks for walking me through the project on our call. I'm excited about this and I think we can get some great results.
Here's my quote for [project name]:
What's included:
Not included:
Timeline: [X] weeks from project kickoff to final delivery, with a midpoint check-in at week [X].
Investment: $X,XXX
Payment: 50% deposit to begin, remaining 50% due on delivery. I'll send invoices through FreshBooks and you can pay via credit card or bank transfer.
If this looks right, just reply and I'll send over the deposit invoice and get us started. Happy to hop on a quick call if you have any questions.
Best,
[Your Name]"
Should You Offer Multiple Pricing Options?
Yes. Almost always.
Offering two or three tiers gives the client a sense of control. It shifts the conversation from "Should I hire this person?" to "Which option should I pick?" That's a much better question for you.
Structure your tiers like this:
Price the basic option at a level where you're still comfortable doing the work. Don't create a cheap tier you'll resent.
The "Is This Too High?" Test
After you've written your quote, here's a quick gut check:
1. Would you be happy doing the work at this price? Not just willing. Happy.
2. If the client said yes immediately, would you think "Great!" or would you think "Maybe I should have charged more"?
3. Does the quote reflect the value the client will receive, not just the time you'll spend?
If you answered "no" to any of these, your quote is probably too low. Bump it up 10-20% and see how it feels.
And yes, some clients will say it's too expensive. That's okay. That's supposed to happen sometimes. If every single client says yes to your quotes without any pushback, you're almost certainly undercharging.
Following Up After Sending the Quote
Don't send the quote and disappear. Give the client 3-5 business days, then follow up once.
"Hi [Name], just circling back on the quote I sent over last week. I know you're probably weighing a few options. Happy to answer any questions or adjust the scope if the current proposal doesn't quite fit."
That last line is important. You're opening the door for negotiation without immediately dropping your price. Maybe the client wants fewer deliverables at a lower price point. That's fine. But you set the anchor first.
Knowing whether the client even opened your quote email can change your follow-up approach entirely. If they opened it three times, they're interested but deliberating. If they never opened it, you have a different problem. Pynglo can show you this without guessing.
Don't Negotiate Against Yourself
The single biggest pricing mistake freelancers make is lowering their rate before the client even asks. They send a quote for $3,000 and then immediately follow up with "But I can be flexible on pricing!"
Stop. Let the number sit. Let the client respond. They might say yes without batting an eye. They might counter. They might ghost you. But at least you gave your real number a chance.
If a client does negotiate, reduce scope, not price. "I can bring this down to $2,500 if we drop the extra revisions round and the rush timeline." You maintain your rate integrity while giving the client a path to a lower total.
Know Your Floor
Before any quote goes out, know your absolute minimum. The number below which you will not go, period, regardless of how much you want the project.
Calculate this based on your expenses, desired income, and the hours the project will realistically take. If your floor for a project is $2,500 and the client's budget is $1,500, it's not a fit. And that's fine.
Walking away from a bad deal is one of the most profitable things a freelancer can do.