In today’s competitive market, being great at what you do is no longer enough. You could have decades of experience, hundreds of successful projects, and a reputation that precedes you - and still be passed over for work. The difference between winning and losing often comes down to how your business presents itself, and that starts with your Capability Statement.
A Capability Statement is much more than a glossy brochure or a “look at us” document. When done right, it’s a strategic tool that works for you, even when you’re not in the room. It’s the first impression, and in many cases, the only impression you’ll get with busy decision-makers.
So, what makes a Capability Statement truly effective?
Clients and procurement teams are overwhelmed with information. They receive dozens - sometimes hundreds - of proposals and business profiles for a single tender. If your Capability Statement doesn’t immediately communicate professionalism, clarity, and relevance, it’s unlikely to get a second glance.
A strong first impression is about more than just design; it’s about organisation, readability, and focus. A well-structured document communicates that your business is competent, prepared, and serious about delivering results.
Many businesses make the mistake of using their Capability Statement as a self-advertisement: a place to list every award, every project, and every accolade. The problem? It’s not about you. It’s about the reader.
The best Capability Statements are solution-focused. They clearly address the needs of the sector or sub-sector you’re targeting. For example, if you’re submitting a tender for facilities management in hospitals, the Capability Statement should highlight experience managing critical services, compliance with health regulations, and emergency response capabilities - not just your general project list.
Clear, concise, and focused content builds trust. It shows the client that you understand their problems and have the experience and systems to solve them efficiently.
Small and mid-sized businesses often lose work because they don’t “look big enough” on paper, even if they’re perfectly capable. A professionally crafted Capability Statement presents your business in a polished, confident way - like an enterprise that can handle complex projects with professionalism and reliability.
This is about more than aesthetics. It’s about presenting your processes, systems, and outcomes in a way that builds confidence. Decision-makers want proof that you can deliver at scale, and your Capability Statement should do exactly that.
Procurement teams are busy. They skim documents, they scan bullet points, and they want key information in under five minutes. A successful Capability Statement is formatted visually, with clear headings, concise content, and focus on what matters most to the reader.
This includes:
A strong visual hierarchy allows the reader to absorb the critical information quickly, making it easier to shortlist your business over the competition.
At its core, a Capability Statement is about trust. It’s not enough to say you’re great at what you do - you need to show it. Including certifications, compliance standards, systems, and measurable results communicates credibility and reliability.
When clients see proof in a clear, digestible format, they can move faster through their decision-making process. Your Capability Statement becomes a silent salesperson, doing the talking for you.
After updating their Capability Statements, our clients often tell us the same thing:
“We just need to learn how to stop talking and let the document do the talking for us.”
They notice immediate changes in engagement. less negotiations. Shortlisted more often. Invited to tender more quickly. And, importantly, they spend less time justifying their experience - the document speaks for itself.
In 2026 and beyond, experience alone won’t win work. How you present your business will. A well-crafted Capability Statement:
If your Capability Statement isn’t doing all of these things, it’s time to rethink it. Make it your silent sales engine, and watch the doors open.
Your experience is incredible - now let your Capability Statement make sure everyone knows it.
For more information and branding advice, contact article author and branding expert, Susan Jones, director of Living Lines branding agency on 0410 590 737.
Receive our quarterly news and branding best practice
42a Burnell Street,
Russell Lea, NSW 2046 Australia
Submit a quote request form and leave the rest to us.
