How to write a winning bid: a supplier guide to successful tender responses

Six steps to writing a successful bid

If you are new to bid writing or if you want to improve your success rate, this guide will show you how to write and structure a winning bid in 6 steps.

1. Strategic bid planning: weigh up your decision to bid

Before responding to a bid you need to evaluate if you can realistically win and provide the contract:

  • evaluate how this bid will impact your business: do you or your team have the skills to manage this bid and meet the brief?
  • calculate available resources and timeline
  • assess your competitive advantage: how does your organisation stand out from other potential suppliers?
  • review the full tender documents carefully and write down any questions
  • check that you meet all minimum requirements for the contract

2. Research the buying organisation

The buyer wants to know what you will do for them and how you will meet the specific requirements of their contract. Understanding the buying organisation can help with this. 

Before writing your bid you should:

  • study the organisation’s objectives on gov.uk to find out what is important to them
  • avoid submitting previously successful or generic tender responses: tailor your answers to the organisation
  • review the buyer’s website and strategic priorities
  • attend pre tender market engagement sessions: they are a great way to ask questions

You can find pre tender market engagement opportunities by selecting an agreement on our upcoming agreement page.

3. Write convincing bid responses: break down the tender

Make sure you fully understand the questions in the bid before writing your answers. If you are unsure what is being asked, ask your own clarification questions.

Make sure you write answers that:

  • meet all the requirements asked for
  • demonstrate the extra benefits your organisation can provide
  • includes the most recent and relevant evidence and experience (your evidence should be the best example of how you meet the answer)
  • avoid including generic statements like ‘customer service is at the heart of what we do’ – instead focus on how you can show that, why it matters and the value it adds
  • include measurable outcomes and focus on buyer-specific benefits

4. Bid presentation: use plain language and simple formatting

A great answer is one that buyers and evaluators can read and understand. Make sure you format your bid response for success and:

  • use clear language that avoids jargon and industry terminology
  • keep sentences concise and to the point (use between 15 to 20 words)
  • write short paragraphs (use between 6 to 7 lines)
  • include headings and subheadings to keep your answers organised
  • use bullet points and numbered lists
  • check your spelling and grammar

5. Quality assurance: get someone to sense check your bid response

Before submitting your tender bid, arrange for a colleague to provide an independent review. You should share the original tender specification with your reviewer so they can understand the full requirements and if you meet them.

Your reviewer should assess:

  • clarity and coherence of your responses
  • if your bid is aligned with tender requirements
  • the strength of your supporting evidence
  • technical accuracy and compliance
  • quality of writing and presentation

6. Learn from bid outcomes: ensure continuous improvement

If your submission is unsuccessful, use it as a learning experience. You can still gain valuable insights to improve your next bid by:

  • requesting a detailed feedback session with the contracting authority
  • monitoring Contracts Finder for awarded contract details and researching successful bids
  • analysing the scoring breakdowns for each section
  • comparing winning bid approaches with your submission
  • documenting key improvement areas

  • 6 top tips for writing successful tenders

    1. Research the buyer and align your bid with their strategic priorities
    2. Be specific: use relevant examples and data to support every claim
    3. Create added value: demonstrate benefits that you can provide that other suppliers can not
    4. Know your deadlines: plan backwards from submission date with internal milestones
    5. Write in clear, concise language
    6. Structure responses with headings, subheadings and bullet points

  • 6 common mistakes to avoid when writing your tender

    1. Submitting generic or responses from previous bids
    2. Starting the bid too late or underestimating preparation time
    3. Using jargon or making unsubstantiated claims
    4. Exceeding word counts or ignoring formatting requirements
    5. Missing mandatory requirements or supporting documents
    6. Failing to demonstrate specific value for the buyer

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