What to Include in Your Capability Statement


Why you need a successful company capabilities statement to win more business

First of all, let’s look at what a company’s capabilities statement is and its main objectives. Then we’ll jump in and discover the important elements you need in your statement to secure more RFT success .

A capabilities statement is a document that is sometimes referred to as a:

  • Capability Document
  • Capability Brochure
  • Company Capabilities statement or 
  • Business Capability Statement

The main purpose of a capabilities statement is to encourage potential clients to do business with you.

The statement may be used on its own, or sometimes it can be used as part of a formal tender process.

It’s a good idea to always have an up-to-date capability statement to use as soon as the need arises.

What to consider when writing a capabilities statement

Your capabilities statement needs to consider these three main criteria:

1. What your business does

2. Your resources

3. Your track record

Below, we explain exactly how to write a capabilities statement or brochure and the best information to include.

But, before getting to those details, there are a few other helpful pointers we have to offer.

It can be helpful to get your hands on a competitor’s capability statements. This will give you a good idea not only of the types of capabilities your competitors are offering but also of how they are presenting the information and positioning themselves.

While it’s good to have a stock capability statement on hand, you may also want to tailor your capability statement for particular clients or tender processes. This customisation can help in gaining attention and making a distinction between you and your competitors.

SHEETH company capability statement

Think about which of your core capabilities are of most value to the client.

Your capability statement may range from a single page to ten or even more, depending on the industry and the value of the contract.

It’s important to find the right balance between providing enough information for your prospective client and not diluting your pitch with too much general information. 

Getting an expert capability statement designer to help with your document and the selection of content may be the difference between winning a tender or not. 

What to include in your Company Capability Statement?

So now that we have some background info on what a company capability statement is all about and its main function to your supplier,  let’s look at the main components of a successful statement.

The main points to include in your company capability document:

  • A basic description of the history and operations of your business

  • A list of your core performance capabilities

  • A list of essential personnel with a brief outline of the core skills and expertise

  • A list of noteworthy current or previous clients, as well as key examples of projects you have undertaken

  • Management systems and Certifications

  • Company contact details

The ratio between these different sections will vary from company and industry. If possible, customise information and projects to highlight those relevant to the project you are pitching.

You may have one core capability with various applications across different industries and operations. In this case, focus on content detailing the services that make the most sense to the industry.

Lastly, you must include a strong call to action on your capability statement and ensure your contact details are correct and easy to find.

Asset 8

Capability Statement Design Features

Deciding how to present your company can make a huge impact on your success.
Good design will make your capability statement easier to navigate and read. The client you are pitching may have dozens or even hundreds of documents to scan before they can shortlist and make a final decision.
A badly designed statement is the fastest way to kiss your chance goodbye!

To stand out, you must ensure your capability document can be consumed at a glance

At the same time, provide enough detail to build up the prospect’s trust and interest in your expertise.


A good way of doing this is to format your capability statement so that it can be read in two different ways. For example, you can italicise or embolden each of your core capabilities so that they can be read at a glance, but underneath each, provide a paragraph or two with further information. 

You also need to think about how to improve the business writing style that you use. Ensure the language and tone are right for the audience you are pitching.

You need to find a balance between readability and professionalism. 

Try to use shorter, clearer sentences. But don’t sacrifice your professional tone in doing so.

Lastly, you must think about how you deliver your capability statement and the other media tools you use alongside it. For example, email can provide a brilliant shortcut to get your foot in the door. 


Our clients have seen conversion rates skyrocket when an email is coupled with a hard copy directly sent to a prospect.

We often think of a company capability statement as a bland document that just explains what our business does.

But it’s also the case that a capability statement should actively gain interest and build excitement in working with our company.

It should not just explain what we are competent in doing but also give an impression of the higher goals we strive for in our business.

So, be confident, but be professional as well.

This will make your clients believe that you are more than capable.

If you are looking for creative ways to build more client relationships and project a stronger image of your business, get in touch with us today?

Need More Leads? Use the latest tips to grow your sales and keep ahead of your competitors.

No spam, we promise!
You will only receive essential emails.


About Joe Accurso – Director
Driven by creativity and numbers, Joe has a unique ability to provide creative solutions that achieve real
sales growth.

Partnering with business owners for the last 28 years, Joe has been on a quest to test and measure. He applies constant and never-ending
improvement by harnessing the digital transparency that data attribution now provides to achieve results.