5 capability statement mistakes (and how to fix them)
1) Word bloat
Long paragraphs lose readers, so lead with clear service lines and tight bullets that signal exactly what you deliver. Give enough detail to prove competence while holding back just enough to spark contact and start a sales conversation.
2) Mixing genres
A capability statement differs from a company profile, so focus on what you do, where you operate and how you deliver. Keep the deeper story (social procurement, community programs and the long history) for the profile or website.
3) No proof
Claims demand evidence, so add dollars or percentages that quantify outcomes, pair them with current certifications, include one or two short testimonials, and show recent projects with scope, constraints and results so the document carries credibility rather than promises.
4) Inconsistent branding
Lock your fonts, colours, text sizes and photo style. Keep layouts and captions consistent from cover to contact page and remember that first impressions shape judgement long before anyone reads a line.
5) Not knowing how to sell yourself
Invest in the words, define three or four key messaging pillars, nail a sharp value proposition, craft a one-line elevator pitch that your team can repeat, and maintain those messages through every page so readers catch your edge without hunting for it. If you’re not crystal clear, your reader won’t be either.
Need a second set of eyes?
DEC Projects can review your capability statement. Email lorisa.barraza@decprojects.com.au for a capability statement review and find out how we help.
