Crafting a winning submission is an art, one that goes far beyond ticking a few boxes.
In this article, we’re taking you behind the scenes to reveal what judges really look for in awards entries, based on judging criteria.
Whether you’re entering your first business award or aiming to secure your next big win, our expert insight will help you understand how to win business awards and position your achievements for continued success.
Why Business Awards Matter More Than Ever
Entering business awards isn’t just about trophies; it’s about professional validation, visibility and, most importantly, growth. Recognition from a prestigious award can:
- Strengthen your business’s credibility and trustworthiness
- Raise your profile among industry peers, investors, and clients
- Boost morale across your team by celebrating their efforts
- Open the door to new partnerships, media coverage, and opportunities
Winning or even being shortlisted can instantly elevate your brand’s standing in the marketplace, signalling to others that your success is both genuine and something to pay attention to.
What Judges Really Look For
Judging panels are made up of seasoned professionals, industry experts and business leaders. They review hundreds of entries each year, so it’s essential that your submission stands out from the crowd.
While the winning criteria may vary across awards, several universal themes consistently determine who takes home the trophy at the end of the night.
Below, we’ve gathered the most common judging considerations across the UK and beyond, helping you to maximise your chances of success:
Scoring system
Judges often follow a scoring system for assessing entry forms, considering everything from the structure and presentation of your submission to the clarity of each section. Each and every component of your application is a chance to impress: use them wisely.
Answer all of the questions
Answer every question fully, and gather supporting research from within your organisation to strengthen your responses.
Additionally, word counts are there for a reason; stick to them! Award entries should detail the key points you’re trying to get across in a succinct and precise manner. Avoid padding out your submission with meaningless sentences that don’t contribute anything of value.
Clear alignment with the category criteria
The secret to being recognised? Take your time and choose wisely.
Although it’s true that you’ve got to be in it to win it, carefully selecting the award categories you would be most suitable for is a far more rewarding strategy. It may sound simple, but many applicants lose marks for not tailoring their entry to the specific category and opt for more of a scattergun approach.
It doesn’t matter how many categories you attempt to enter, but the quality of your entry.
Quality, not quantity, always.
So, before you begin writing, study the judging criteria carefully. Then structure your responses around each requirement. Make it easy for the judges by using headings or bullet points that reflect the criteria language, while remaining true to your brand’s tone of voice.
Top tip: Never submit a ‘one-size-fits-all’ entry. Each award category deserves a fresh, focused approach.
Tangible evidence and measurable results
General statements simply won’t cut it. Phrases like “we’ve achieved significant growth” and “we’ve made a difference” aren’t enough to convince the judges of what your business has managed to accomplish. Business awards are looking for concrete proof.
Support any claims you make with hard facts:
- Sales growth percentages or revenue figures
- Customer satisfaction metrics
- Case studies with before-and-after comparisons
- Testimonials or independent endorsements
Try being SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) with your submission. By using this framework to structure your application, the judges examining your submission will gain a clearer understanding of your business.
Ultimately, the more compelling your evidence, the more convincing your story becomes. Judges reward transparency and measurable impact over vague assertions.
A compelling story, told clearly
Of course, data alone isn’t enough; it needs to be woven into a narrative that brings it to life.
Beyond data, businesses will need to ground their facts and figures with a brand story. A list of numbers simply won’t connect with the judges, but good storytelling will humanise your brand, making your submission stand out as more authentic and capture the judges’ attention.
Don’t just list your achievements either; take the readers of your submission on your brand’s journey. Share the challenges you faced, how you overcame them, and the impact your business has had as a result.
Additionally, avoid jargon and clichés (countless businesses have claimed that their ‘thinking is outside the box’). The best strategy is to use plain, engaging language. Remember: the judges may not be familiar with your industry, so clarity is key.
Differentiation: knowing your USPs
Business awards are all about distinguishing your products or services from the competition, so why should the judges choose you?
The judging panel want to see what makes your business stand out, whether that’s through a unique approach, a creative solution, or a new way of thinking. Ask yourself:
- What have we done differently from others in our field?
- How have we broken new ground or redefined best practice?
Highlight your originality and demonstrate how it delivers real-world value.
Check your spelling, punctuation and grammar
This may sound obvious, but you’d be surprised how many businesses include spelling mistakes and grammatical errors in their award entries. Don’t be one of them.
Any errors, however minor, can not only impact your credibility as a business but also your chances of being taken seriously by the judges.
So, double, triple, and quadruple check your submission before sending it off. Give your team plenty of time to thoroughly review your application; this will significantly limit your chances of submitting any mistakes.
A proofreader or copywriter is invaluable during this process. If you don’t have access to this service in-house, consider hiring a freelancer so that you can rest assured your submission is coherent, compelling and correct.
Leadership, culture and people
Some business awards assess more than just financial success. Judges for these awards will look closely at the leadership behind the results, including your vision, your team culture, and your commitment to developing the people within your organisation.
If your employees are engaged, empowered, and proud of what they do, that spirit should shine through in your entry. Evidence of strong internal communication, inclusivity, and professional development always resonates.
Future planning and scalability
While celebrating past achievements is important, judges are equally interested in the future potential of your business.
Outline your plans for growth, strategic goals and how you intend to build on your own success. Show the judges that your business is built to last and will continue to thrive in the future.
Social impact
Many awards value integrity and purpose. They’re increasingly drawn to organisations that act responsibly, support their communities and demonstrate ethical leadership.
If your business has made efforts toward sustainability, diversity, or social impact, make sure those stories are included. But make sure your intentions are sincere, instead of just chasing recognition for something you don’t genuinely believe in. Authenticity always outshines token gestures.
How to Make Your Entry Stand Out
Here’s our checklist for how to win business awards:
- Start with the criteria: Plan your structure around the judging questions.
- Tell a story: Make your achievements memorable and human.
- Use evidence: Support every claim with data or proof.
- Highlight your edge: What makes you different from competitors?
- Keep it clear: Write simply, directly, and passionately.
- Mind the rules: Stick to word counts and format instructions.
- Get an external perspective: Have someone else read your entry for clarity and impact.
Common Mistakes That Cost Entries Points
Even exceptional businesses can miss out on awards because of avoidable errors. Here are some of the most common pitfalls to steer clear of:
- Not reading the brief: Failing to answer each judging point precisely.
- Lack of evidence: Claims without numbers or measurable outcomes.
- Too much jargon: Overly technical entries that lose clarity.
- Poor structure: Long, convoluted paragraphs explaining your results can be difficult for the judges to assess and make the entry hard to follow.
- Spelling mistakes: As we’ve mentioned, grammatical issues and spelling errors can limit your credibility.
- Generic submissions: Reusing the same copy for multiple awards.
- Missing deadlines or exceeding word limits: Simple but costly mistakes.
Stand Out with Awards Intelligence
At Awards Intelligence, we’ve helped countless businesses and leaders secure the recognition they deserve. Our expert consultants understand exactly what judges look for and how to present your story in a way that both captivates and positions your business as a standout contender.
We’ll help:
- Identify the most relevant business awards for your goals
- Gather compelling evidence and metrics
- Craft a professional, high-impact narrative that aligns with the judging criteria
You’ve already achieved amazing results for your business. Let’s make sure the world knows about them.
If you’re ready to take the next step, get in touch today to discover more about how you can get started on your journey towards building a platform that garners recognition and awareness.