Before changing anything, work out which problem you have. A low close rate with plenty of quotes is a completely different situation from a good close rate with too few, and the fixes are opposite.
More marketing solves the second and makes the first worse.
Speed, first
Being first to respond wins a surprising share of work on its own, and it costs nothing but a habit.
Answer the phone, or return the call within the hour. A missed call is a customer who has already decided to buy and simply cannot reach you — they do not call back, they call the next result.
Quote within 24 hours. Enthusiasm decays. A quote arriving a week later competes against two that arrived the next day.
Turn up when you said. More jobs are lost to a missed appointment than to a high price.
Follow up, because silence is not a no
A meaningful share of quotes are lost to nothing at all: the customer got busy, the quote moved down the pile, and eventually somebody else called them.
Two follow-ups on every quote — a few days, then a week later — recovers work you have already paid to generate. This is the cheapest improvement available to most service businesses and the one most consistently skipped.
Track which quotes have gone quiet rather than relying on memory. See estimates.
Make the quote easy to say yes to
Explain what they are buying, not just the total. A line-item quote a customer understands beats a single number they have to trust.
Offer options. Good, better, best changes the question from "yes or no" to "which one", and routinely raises the average as well as the win rate.
Put the terms and the timeline on it. Uncertainty about when it happens loses as many jobs as price.
Include something that proves you are real — photographs of similar work, a reference, your licence and insurance.
Price, last
Price matters less than owners assume, and the number that tells you is decline rate: customers who actively said no, as distinct from quotes that expired.
High declines and few expiries — your follow-up is working and the offer is not landing. That is price, scope, or trust.
Few declines and many expiries — the opposite. Fix follow-up before touching price.
If you are losing consistently on price, consider whether you are quoting into the wrong market rather than being too expensive. Changing who sees the quote is usually cheaper than lowering it.
A caution on winning too much
Winning nearly everything you quote usually means underpricing. See pricing adequacy — a healthy service business loses a reasonable share of quotes on price, and winning them all means leaving money on every job you won.