Business documents
Capability statement design
A capability statement is a short document, perhaps one or two pages, that tells a buyer what your business can do, what evidence supports it and how to contact you. It is used when approaching larger organisations, joining supplier lists or responding to tenders and frameworks. Because buyers compare many statements, the design should make the essentials easy to find at a glance. Where a buyer specifies a format or content, follow their instructions; they take priority over any general advice.
This page covers what to include, layout for quick scanning, evidence, company details, buyer formats and accessible PDFs.
Illustrative diagram
- Summary — Two or three lines
- Capabilities — Short list
- Differentiators — Specific, supportable
- Past performance — With permission
- Details — Registration, contact
What a capability statement can cover
| Section | Content |
|---|---|
| Summary | Who you are and what you do in two or three lines |
| Core capabilities | Services or products listed clearly |
| Differentiators | What sets you apart, stated specifically |
| Past performance | Relevant projects or clients, with permission |
| Company details | Registration, accreditations held, contact |
Built for a quick scan
A buyer reviewing many suppliers needs to see quickly what you do and whether it matches their need. A clear summary at the top, capabilities in a short list, a few concrete examples and contact details in a consistent place help. Use headings, short lines and enough space; dense paragraphs work against you.
Evidence and past work
Specific evidence persuades: named projects, clients you have permission to name, measurable outcomes you can support and accreditations or certifications you actually hold. Avoid vague claims and do not imply accreditations or approvals you do not have. Tailor the examples to each buyer where possible, choosing work close to their sector or requirement.
Follow the buyer's format
Some buyers and procurement portals specify what a statement or supplier profile must contain, its length or format. Read their instructions carefully and follow them; a beautifully designed document that ignores the brief may be set aside. Keep a flexible master you can adapt to each buyer's requirements.
Preparing a capability statement
Target
Buyer or sector and their instructions.
Output: Brief
Content
Summary, capabilities, evidence, details.
Output: Approved content
Layout
One or two pages, scannable.
Output: Draft
Tailor
Examples matched to the buyer.
Output: Tailored version
Export
Accessible PDF named clearly.
Output: Final file
Example: a statement for a cleaning contractor
Illustrative example — not a client case study
Situation: A commercial cleaning contractor wants to join supplier lists for local schools and offices.
- A two-page statement sets out services, staff vetting and training, and three client examples with permission.
- Accreditations held are listed with their issuing bodies.
- A version is tailored for schools, with relevant examples first.
What this shows: Buyers could see quickly what the contractor offered. This example is illustrative.
Before sending
Buyer
- Their instructions followed
- Examples relevant to them
Accuracy
- Accreditations current and held
- Client permissions recorded
File
- Accessible PDF
- Clear file name with your company name
Company details
Include the details buyers may look for, such as your registered business name, registration number where you have one, address and a named contact. Check with your adviser what you are required to show, and keep details consistent with your other documents.
Accessible PDF
Export with real headings, readable fonts and alt text for any images, so buyers using screen readers or searching documents can use it.
Keeping it current
Review the statement whenever accreditations are renewed, key staff change or you complete a notable project. An editable master makes updates quick.
Differentiators that mean something
'Quality service' and 'experienced team' appear on almost every statement. Specific differentiators carry more weight: a particular certification you hold, a specialist piece of equipment, coverage of a defined area, a response time you consistently meet, or experience in a regulated environment. Each should be something a buyer could check or ask about. Two or three specific points do more than a long list of general ones.
Design choices
Use your brand colours to structure the page rather than decorate it, with a clear heading hierarchy, a compact evidence panel and contact details in a consistent corner. A small logo is enough. Photos can help if they show your work clearly, but should not crowd out the information a buyer needs. Keep text sizes readable when the page is viewed on screen at normal size.
Formats buyers may ask for
Some buyers ask for a PDF; others ask you to complete a form or portal profile instead. Keep your content in an editable master so it can be copied into forms or adapted into a different layout without rewriting.
Questions about capability statement design
What is a capability statement?
A short document showing buyers what you can do and the evidence for it.
How many pages should a capability statement be?
One or two pages may be enough, unless the buyer specifies otherwise.
What sections does a capability statement need?
Summary, capabilities, differentiators, past work and company details.
Can we name past clients?
Only with their permission.
What if a buyer has a set format?
Follow their instructions.
Should it be tailored?
Where possible, choose examples close to each buyer's needs.
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