How to ask a freelance client for a deposit

The deposit is a commitment device. A client who has paid 30–50% upfront has skin in the game; they will respond to your emails, give you feedback, and treat the deadline as real. A client who has paid nothing might still be lovely — but if they get distracted, their incentive to keep the project moving evaporates. The single best predictor of whether a project will finish on time is whether a deposit was taken at the start.

The standard range is 30–50% of the total fee, paid before any work begins. For longer projects (over 6 weeks) split the remainder into milestone payments rather than a single balance at the end — this protects you if the project drags. For projects under $1,000, a 50% deposit is normal. For larger projects, 30–40% with milestones is more typical. If the client is new, lean toward the higher end of the range; if they're a returning client with a clean payment history, you can often do less.

The deposit request should appear in the proposal and contract — not as a surprise after the client has said yes. By the time you're discussing payment, the client should already have read 'A 50% deposit is required to begin work, with the balance due on delivery' inside the proposal you sent. Asking for a deposit feels awkward when it's a sudden request; it feels normal when it's the standard term you mentioned upfront.

Subject: Next steps — deposit invoice attached Hi [Name], Thanks for confirming. I've attached the deposit invoice — 50% of the project total ($X), payable by [date]. As soon as that's paid, I'll send the kickoff email with the questionnaire and our first working session date. Let me know if anything looks off, and I'll get the project on the calendar as soon as the deposit clears. Best, [Your name] This email works because it (a) treats the deposit as the next step, not a question, (b) gives a clear cause-and-effect — deposit triggers kickoff — and (c) sets a date so the client doesn't drift.

Sometimes a new client asks for work to start before deposit. Reply: Hi [Name], Happy to get going as soon as the deposit clears — that's how I run all projects so I can hold the calendar slot for you. The invoice is attached and most clients pay it the same day. Looking forward to starting once it's in. Best, [Your name] The key move: don't apologise, don't explain at length, don't make exceptions. 'That's how I run all projects' communicates that this is a process, not a judgement of them. Almost every client respects this when it's framed neutrally.

A client who refuses to pay a deposit is telling you something important. Sometimes it's a real procurement constraint (large enterprise vendor processes can prevent prepayment); much more often, it's a sign the client doesn't see your engagement as real. The right response depends: for a Fortune 500 client with documented vendor terms, accommodate; for a freelancer-sized prospect ('we'll pay on delivery'), decline politely and move on. You will lose some prospective work to this rule. The work you keep will be dramatically higher quality.