Your secret weapon: how to write a strong executive summary for a legal services tender
The executive summary is the most important page in your proposal — and often the least well written.
In law firm tenders, it’s your best chance to stand out, summarise your value, and shape how the reader sees the rest of your proposal.
If your executive summaries tend to be generic, vague, or firm-focused, this article will help you flip the script.
Why the executive summary matters
It’s the first thing decision-makers read, and often the only thing they read properly. A strong executive summary can do more to position your firm than ten pages of partner bios or practice group overviews.
It sets the tone. It focuses the proposal. And it helps you win.
What a good executive summary does
It tells the client:
That you understand their problem or need
That you’ve done this kind of work before
That you will deliver the right result for them
Why choosing your firm makes sense.
A basic structure that works
You don’t need a magic formula. But you do need to tailor it. Here’s a simple outline that works across most legal tenders and proposals:
Context and understanding
Open with one to two lines that reflect the client’s objective, issue, or what they’re trying to achieve.
Proposed solution or approach
Briefly describe how your firm will respond to their need or brief. Keep it high level.
Why us
Highlight your credentials, experience, or differentiators - in relation to this client, not in general.
Expected outcomes
Spell out the result, impact or value the client will get if they engage you. This could be risk reduction, faster resolution, cost control, etc.
Tips to sharpen your summary
Write it last, but place it first in your document
Use the client’s language wherever possible
Keep it under one page (ideally half a page)
Remove anything that starts with “We are a full-service firm...”
Test it by asking: “Would a competitor say the same thing?”
About the author
Amy Burton-Bradley is a legal tender strategist and the founder of Bidtique. Law Firm Tenders is her resource site for firms who want to sharpen their approach to tenders, bids, and proposals.