How to win tenders in the UK: a practical guide to writing a high-scoring bid
Winning a tender in the UK is not about being the cheapest bidder. In most public sector and large private sector procurements, contracts are awarded based on a scoring system that looks at quality, compliance, delivery confidence, and value.
That’s why the way you write your tender really matters. Even strong businesses easily lose bids because their tender responses are poorly structured or don’t focus on what the buyer is actually scoring.
In this guide, we’ll explain how to improve your tender responses so they score higher and win more often. We’ll cover common mistakes and how to produce a submission that stands out for the right reasons.
If you need professional support, Oxbridge Content provides expert bid writing services and tender writing services across the UK. We help businesses improve bid scores and win higher-value contracts.
How to write tenders in the UK
Why tender writing in the UK is so competitive
Public sector tenders and formal procurement exercises are designed to be fair, transparent and based on evidence. To achieve this, buyers use structured evaluation frameworks with including criteria like quality, price, mobilisation, risk and delivery.
In reality, this means the competition often includes companies that already have serious advantages, including:
dedicated bid teams
previous contract performance in the sector
framework experience
well-developed policies and procedures
specialist tender writers or professional bid consultants
Because of this, simply being able to deliver the service is not enough. It’s crucial that your tender response communicates your strengths in a way that fits the scoring model and gives the evaluator confidence.
What buyers look for in a winning bid response
A high-scoring tender submission is not a sales brochure. It is a structured, evidence-based document that reassures the buyer that you can deliver the contract safely, consistently and in full compliance with their requirements.
Strong tender responses usually demonstrate:
a clear understanding of the specification and service requirements
a step-by-step method statement explaining how the service will be delivered
relevant experience proven through case studies and outcomes
strong governance and quality assurance arrangements
effective risk management and contingency planning
evidence of competent staffing, training and mobilisation capacity
Most importantly, the best bids make the evaluator’s job easy. The answer format matters almost as much as the content itself. Structure, clarity and alignment are crucial.
The most common reasons bids lose (even when the business is strong)
Many tenders are lost for reasons that are entirely avoidable. These are the issues we see most often in unsuccessful submissions:
Not following the scoring criteria
A question asks for a methodology, evidence, and measurable outcomes, yet the bidder provides general statements instead. Evaluators cannot award marks if the evidence is lacking.
Unclear or ‘fluffy’ responses
Procurement teams read large volumes of pages. If your tender is difficult to read, complicated or vague, key points are easily missed.
Weak method statements
Method statements win or lose bids. This is particularly important in sectors like facilities management, cleaning, security, construction, healthcare and support services. If your delivery plan lacks detail or structure it raises concerns about risk and capability.
Lack of evidence
Statements like “high quality service” or “excellent communication” mean nothing without evidence. Strong bids include KPIs, processes, reporting structures, audit cycles and performance management frameworks.
Inconsistencies or repetition
Bids written by multiple people without a central editor. This often results in inconsistent language, repeated sections, contradictions or uneven tone, which all undermine confidence in your bid.
If any of these issues feel familiar, expert bid writing support or a professional tender review could make a significant difference for you.
Understanding the key tender documents (ITT, SQ, PQQ)
Tendering terminology can be confusing, particularly for SMEs or first-time bidders. These are some of the documents you will most commonly encounter:
Invitation to Tender (ITT)
The ITT is the main tender pack containing instructions, specification, pricing schedules, evaluation criteria and submission requirements.
Selection Questionnaire (SQ)
An SQ assesses your suitability to bid. It usually covers financial standing, experience, policies, accreditations and compliance.
Pre-Qualification Questionnaire (PQQ)
PQQs are similar to SQs and are still used in some tenders. They help buyers shortlist suppliers.
Depending on the tender, you may also see documents such as:
RFP (Request for Proposal)
RFQ (Request for Quotation)
Framework agreement documentation
Understanding what each stage is designed to assess helps you tailor your responses properly and avoid wasting time on the wrong type of content.
How to write a high-scoring tender response (step-by-step)
Step 1: Read the tender properly (yes, all of it)
Before writing anything, read the tender pack carefully and identify:
mandatory requirements
word limits and formatting rules
scoring weightings
pass or fail criteria
what a strong answer looks like for each question
A surprising number of bidders lose points simply because they don’t follow instructions.
Step 2: Build “win themes” (your competitive advantages)
“Win themes” are the key reasons the buyer should choose you. These should be consistent throughout the tender and always backed up with evidence.
Strong win themes may include:
faster or smoother mobilisation
stronger compliance processes
lower operational risk
higher staffing stability and training quality
proven performance in similar contracts
clear reporting and KPI frameworks
The best bids tell a coherent story: this supplier is safe, capable, and ready to deliver.
Step 3: Write to the scoring model, not your ego
Tender questions are not invitations to describe your business in general terms. They are designed to test specific criteria.
A high-scoring answer typically follows this structure:
confirm understanding of the requirement
explain your method (step-by-step)
show evidence and proof
include outcomes, KPIs, and quality assurance
explain how risks are managed
If you want to win tenders consistently, every answer should be written with scoring in mind.
Step 4: Include evidence throughout
Evidence is what separates average bids from winning ones.
Useful evidence includes:
short, relevant case studies
measurable outcomes and improvements (e.g. response times, audit results)
customer satisfaction results
training and competency frameworks
reporting templates and escalation procedures
mobilisation timelines and staffing plans
Specific commitments always score better than vague claims.
Step 5: Review and strengthen the bid before submission
Once the bid is written, review it as if you are the evaluator.
Check for:
compliance against each requirement
missing evidence
unclear writing or excessive wordiness
duplication across answers
inconsistent claims
formatting and readability
This final stage often makes the difference between a good bid and a winning one.
Which industries benefit most from professional bid writing support?
Businesses that compete in structured procurement environments often benefit from outsourced tender writing support. This is particularly the case where scoring criteria and method statements are used.
Bid writing services are often useful for:
construction and building services
facilities management (FM)
cleaning contracts
security services
healthcare and NHS-related contracts
property services and maintenance
transport and logistics
IT and professional services
education and support services
If you bid for local authority tenders or multi-site contracts, professional tender writing can help present your delivery model more convincingly and improve compliance, clarity and confidence.
Should you hire a bid writer or keep it in-house?
There is no single right answer. Many businesses do a combination of both.
You may benefit from hiring a professional bid writer if:
you are bidding for higher-value contracts
your internal team is stretched
you are missing deadlines or rushing submissions
your win rate is inconsistent
you want to improve bid quality
you need expert support with structure and compliance
A professional tender writer does not replace your expertise. They help translate your operational strengths into a format that procurement teams can score highly.
Tender writing FAQs
How much do bid writing services cost in the UK?
Costs vary depending on tender size, complexity, question count and deadlines. Many providers offer fixed-fee quotes once the ITT documents have been reviewed.
Can bid writing consultants help with short deadlines?
Yes. Many professional bid writing services support urgent tenders, including rescue editing and final compliance checks close to submission.
What is the fastest way to improve tender win rates?
The quickest improvement usually comes from better structure, stronger evidence, and clearer alignment to evaluation criteria. Even small changes can improve scoring significantly.
Need help writing a tender?
If you are working on a tender and want to improve your chances of success, Oxbridge Content provides professional tender writing services and bid writing support across the UK.
We support full submissions, editing, compliance checks and tender strategy. We can help your business submit bids that are clear, persuasive and written to score.