­

Proposals and Statements of Qualifications (SOQ) win work; their importance can’t be underestimated. When potential work is on the line, it’s imperative to stand out from your competitors. Hours of work and planning have gone into deciding “go” or “no-go,” writing and design for the submission. But how do your proposals and SOQs stack up against your online presence? 

Brand and Messaging Consistency

The selection committee combs through proposals looking at relevant project experience, the quality of the team, your approach, scheduling and fees. We know that during this review process evaluators often go directly to the company’s website to measure the firm’s credibility and point-of-difference. They compare the branding, messaging and content, looking for a correlation between the proposal and the website. Ask yourself, is the company’s brand image and capabilities described in the proposal backed up consistently on the website?

Conduct a Website-Proposal/SOQ Review

These days the stakes are high, and your website can help the firm win the contract. We suggest conducting an audit of your website and most recent proposals and do a comparison between the two. To improve the correlation, answer these questions:

• How current is the website? Is the brand and messaging well represented as described in the proposal?

• How are the current projects indexed? By industry, project type or category? Is the content of your projects online consistent with your proposals?

• How are project results displayed? How have your projects assisted your clients? Are there testimonials or referrals?

• Are the capabilities and services current? Are the services listed and described and reflect your point-of-difference?

• Are the project team’s bios current? Are they consistent with proposals? Do they provide a personalized reference to give “a face” to the information?

• Is the photography current?

• Do you list your partners and affiliations?

• Is the company’s approach described, including efficiencies and processes, unique differences, or commitments, such as LEED accredited?

• Does the website extend the branding for the selection committee? Can they get more information to help their decision?

• Are you confusing your audience with conflicting information?

• Is the user-interface directing the visitor to what matters most to your point-of-difference?

• Have you reviewed your analytics to see where visitors are going on the site?

 

Having a website built that gives you the flexibility to keep the site current is a must. We recently reconfigured Ferguson Pape Baldwin Architects‘ website with a new CMS and design to assist them in keeping projects current, thus supporting the correlation between their proposals and website content.

We’d be pleased to meet with you for a complimentary consultation. SComet Creative work with A/E/C clients provides an understanding of the necessary correlation between RFP, proposal, SOQ and website content.

 

About Comet Creative
Located in Carlsbad, Comet Creative is a full-service branding, design, and marketing firm. They partner with A/E/C clients to discover creative ideas to enrich brands and grow their businesses. Visit their website at wearecomet.com or email [email protected].

By Nanette Newbry, Principal and Creative Director, Comet Creative
Member of SMPS, USGBC, AIGA, AMA