Common Mistakes to Avoid When Creating a Capability Statement

If you’re trying to land a government contract or pitch your services to a big player, a capability statement can open doors, or slam them shut.

It's your first impression, your business on a page. Yet so many get it wrong.

Keep your statement informative yet attractive at the same time.

Here's what to watch for, and how to stay on the right track.

1. Making It All About You

It’s easy to waffle on about your business history and mission, but buyers want to know how you can solve their problems. Keep the “about us” stuff tight—focus on your value, not just your background.

2. Overloading It With Buzzwords

Everyone’s “innovative”, “cutting-edge” and “committed to excellence”. Say what you do, clearly and plainly. Real examples trump fluffy lingo every time.

3. Too Long, Too Much

This isn’t a brochure. Aim for 1–2 pages max. Short, sharp sections. Use bullet points and clear headings. If it looks like a uni essay, no one’s reading it.

4. Missing Contact Info (Yes, Really)

You’d be surprised how often people forget to include basic details—phone, email, website. Make it easy for someone to pick up the phone or flick you a message.

5. No Visual Consistency

Sloppy layout, dodgy fonts, or too many colours = unprofessional. Keep it tidy. Use your brand colours, logos, and formatting that matches the rest of your materials.

6. Skipping the Tailoring Step

Sending the same statement to every organisation? Big mistake. Tailor it. Mention their name, reflect their language, and show you’ve done your homework.

Final Tip:

Before you hit send, have someone else read it, preferably someone who’s not in your industry. If they can understand it, you’re onto a winner.