How to differentiate your law firm in tenders
Most law firm tenders sound the same.
Full-service. Commercially minded. Strong client relationships. Yes, those things matter…but if every firm is saying them, they stop being a differentiator.
This article shows you how to differentiate your firm in tenders so that your strengths feel sharp, relevant, and credible to the client.
Why differentiation matters in tenders
In a competitive tender, your proposal is often read by people who:
Don’t know your firm well
Have to compare you directly with other firms (when everyone reads the same on paper, the decision will often come down to price)
May not be legally trained or deeply engaged.
Your differentiation helps them understand quickly what sets you apart — and why you’re the better fit.
What strong differentiation looks like
It’s not just a list of your services or offices. It’s a clear articulation of:
What kind of work you’re great at
Who you do it for
Why clients trust you to do it well.
And most importantly:
Why that matters to this client, for this work.
Practical ways to sharpen your differentiation
Rewrite your boilerplate
Start with your About the Firm or Introduction section. Rewrite it so that it sounds specific, confident, and relevant to the opportunity. Flip it around so that your attributes (longevity ‘Established in 1922….are meaningful to this client). Strip buzzwords and filler.
Tailor your experience
Don’t just list matters; choose examples that align with the client’s world. Add a short intro sentence that connects each matter example or case study back to their needs.
Make your strengths obvious
If your firm is known for speed, service, industry depth, or anything else - show that up front and back it up with evidence.
Use visuals and layout
Use white space, testimonial callouts, bold keywords and phrases and formatting to help key messages pop. Don’t bury your differentiators in dense paragraphs.
Say what others won’t
Clients notice when a firm takes a stand. That might mean naming your niche, flagging your fixed fee model, or talking honestly about what you don’t do.
Differentiation doesn’t need to be flashy
It just needs to be clear, consistent, and credible. That’s what gives clients confidence.
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.