Quote request
A quote request is a request from a potential customer for a price for a specific job. A good request contains enough information to quickly judge whether the job fits and roughly what it costs.
- 3 min read
What is a quote request?
A quote request is the moment when someone goes from looking to buying. The visitor tells you what needs to be done, where and when, and asks for a price. That can be through a form on your website, by phone, via WhatsApp or by email.
For a trade business, the quote request is the most important Conversion there is. Everything you do in marketing, from ads to your website, is about getting more of these enquiries. And preferably enquiries for jobs you really want to do.
Why the quality of your enquiries counts
Not every enquiry is worth the same. An enquiry with just a name and the text “a quote please” costs you a phone call, sometimes a visit, before you know whether it is anything. An enquiry with the town, type of job, dimensions and a few photos you can assess in five minutes.
The better the enquiry, the faster you can respond and the less time you lose on jobs that do not fit. You see immediately whether someone lives in your service area, whether it is a repair or a complete replacement and whether the timing is realistic.
Which fields and photos to ask for
A good quote form is short, but asks exactly what you need. Think of:
- name, phone number and email address
- postcode or town, so you can see whether it falls in your service area
- the type of job, with fixed choices instead of an open question
- an indication of size, such as square metres or the number of windows
- the desired start date or time frame
- the option to upload photos
Photos are worth gold in construction and installation. A photo of the roof, the meter cupboard or the existing boiler often says more than a long description. Do make uploading optional. Someone who does not have a photo to hand at that moment should still be able to submit the request.
An example from installation
Say a heat pump installer gets many enquiries with only a name and a phone number. Every enquiry means calling, explaining and often a visit, while some of the homes turn out to be unsuitable.
The business adjusts the form. Three multiple-choice questions are added: the year the home was built, the current heating and whether the home is already insulated. The customer can also send a photo of the meter cupboard. The form stays short, but the installer now sees up front which enquiries have good prospects. Those are called first.
Common mistakes
Asking too many questions. A form with fifteen mandatory fields puts people off. Ask only what you really need to take the first step. The rest you discuss in the conversation.
Only open text fields. An empty text box produces vague answers. Choices such as “repair”, “replacement” or “new build” are quicker to fill in and easier to assess.
No confirmation. Someone who sends an enquiry and hears nothing wonders whether it arrived. An immediate confirmation saying what happens now and when you will call gives peace of mind.
Hiding the form. A request button that only sits at the bottom of the page gets used less. Put it visibly at the top and repeat it where it makes sense.
How to approach it
Start with your own work process. Write down what information you need to call a customer back meaningfully. Those are the fields of your form, the rest can go.
Then make sure the form on your landing page works well on a phone, because that is where most visits come from. Test it yourself, including uploading a photo.
Then measure every enquiry, phone calls too, so you know which channel brings which enquiries. And make sure every enquiry goes straight to the right person. With lead follow-up the customer immediately gets a confirmation and you get a nudge for as long as nobody has called yet.
Frequently asked questions
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How many fields should a quote form have?
As few as needed to give a sensible first response. Usually that is contact details, town, type of job and an indication of size. Anything you only need in the conversation is better discussed in the conversation.
Should I make photos mandatory in my quote form?
No, preferably make photos optional. Someone who does not have a photo to hand should still be able to submit the request. In the confirmation you can ask them to send photos after all, for example via WhatsApp.
How do I raise the quality of my quote requests?
Ask targeted multiple-choice questions about the type of job, the size and the timing, and show clearly which service area you work in. That way customers filter themselves. Also look at which channels bring in the best enquiries and steer your budget on that.
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