Bid Writing in 2025 requires more than answering questions – it’s about persuasion, precision, and proof. As public procurement becomes more competitive and criteria more complex, many SMEs struggle to get their tender responses right.
1. Follow the Bid Writing Structure Exactly
Why it matters: Public sector buyers mark bids against very specific questions and sub-questions. If your answer doesn’t mirror their structure, parts of your response may be missed during evaluation.
How to apply it:
- Break each question down into bullet points.
- Structure your response around each part.
- Use subheadings or bold text to clearly guide evaluators.
2. Use the Buyer’s Language in your Bid Writing
Why it matters: Echoing the buyer’s terminology shows alignment with their priorities and helps your response feel relevant and intentional.
How to apply it:
- Scan the specification, mission statement, or strategy documents.
- Pick up on repeated phrases and themes (e.g., “inclusive growth,” “Net Zero,” “community engagement”).
- Weave these into your answers – naturally.
3. Open Strong with a Summary Sentence
Why it matters: Evaluators read dozens of bids. A clear, confident opening sentence helps them immediately understand what you’re offering.
How to apply it:
Start each response with:
“We will deliver this requirement by…” or
“Our approach includes the following key steps…”
Then unpack the details in a logical flow.
4. Be Specific, Not Vague in Your Bid Writing
Why it matters: Generic promises like “we are committed to quality” don’t score points. Buyers want proof.
How to apply it:
Replace general claims with evidence:
“We aim to reduce carbon emissions.”
“We will reduce carbon emissions by 15% over the contract period by using electric vehicles and paperless processes.”
5. Use the STAR or PEEL Framework
Why it matters: Structured responses help evaluators find what they’re looking for quickly and easily.
How to apply it:
- STAR: Situation, Task, Action, Result
- PEEL: Point, Evidence, Explanation, Link
Use these to structure your examples or justify your claims.
6. Back Up Claims with Data
Why it matters: Data builds credibility and shows you understand your own impact.
How to apply it:
Include metrics like:
- Delivery rates
- Customer satisfaction scores
- Carbon savings
- Number of apprentices or community hours
Tip: Use charts or tables where possible for clarity.
7. Align with Tender-Specific Priorities
Why it matters: Bids aren’t one-size-fits-all. Buyers often set unique local or strategic goals.
How to apply it:
- Research the buyer’s corporate plan or recent press releases.
- Reference specific goals or initiatives in your bid.
- Align your social value offer with what the buyer actually cares about.
8. Keep Tone Professional but Human
Why it matters: A robotic tone can be hard to read and fails to build trust. Equally, an overly casual tone may come off as unprofessional.
How to apply it:
- Use plain English.
- Be confident but not boastful.
- Write like you’re explaining your service to an intelligent colleague.
9. Don’t Overuse Jargon
Why it matters: The evaluator may not have the same technical background as you – especially in cross-department panels.
How to apply it:
- Explain acronyms and abbreviations.
- Break down complex processes into steps.
- Use visuals or diagrams if the portal allows.
10. Include a Call to Action in Your Final Answer
Why it matters: A strong closing reminds the evaluator that you’re ready, responsive, and capable.
How to apply it:
End each response with a sentence like:
“We are confident that this proven approach, combined with our commitment to continuous improvement, ensures successful delivery.”
Final Thoughts: Bid Writing Is a Skill – And a Strategy
Writing winning bids isn’t just about answering questions – it’s about influencing outcomes. Every paragraph should help the evaluator say “yes” with confidence.
At Tendle and Aspire to Grow, we help SMEs refine their bid writing to align with scoring models, buyer psychology, and policy requirements. Whether you’re preparing for your first contract or levelling up your approach, our tailored services can help you improve your win rate.
Book your free discovery call at Tendle.co.uk to start bidding with impact.
