Writing for Evaluators: Remember, They’re Human Too

When you’re knee-deep in deadlines and RFP checklists, it’s easy to forget who’s on the other side of the table. But behind every evaluation matrix is a real person, someone with a stack of submissions, a limited window of time, and a mandate to make fair, defensible decisions. The easier you make their job, the better your chances of standing out.

What Evaluators Actually Want

As the proposal writer, our job is to make information clear, accessible, and complete. Evaluators want to see:

• Every question answered fully (no missing pieces).

• Consistent details (planned and actual dates, costs, roles).

• Clear structure that mirrors the evaluation criteria exactly.

• And, an authentic tone that sounds like a real team wrote it.

Write to Their Layout

Use the RFP headings and subheadings word-for-word, including how they label the headings, such as "a)" or "1." vs. "1)". If the first section starts on "c)" - then so should your proposal. When I say exact, I mean it because when evaluators can scan your document and find what they need instantly, it builds confidence that you’ve followed instructions and allows them to easily provide points.

Remember: They score based on criteria, not creativity.

Make It Easy to Read (and Score)

Walls of text are an evaluator’s worst nightmare. Break things up by:

• Using bullet points for clarity.

• Adding short subheadings for flow.

• Including graphics, timelines, and photos where they add value.

• Keeping sentences clean and to the point, try to avoid filler and jargon.

Tip: Visuals can count. A quick graphic showing your project timeline or team structure can earn clarity points.

Honesty Builds Trust

Evaluators can tell when something’s been glossed over. If your project didn’t go perfectly, talk about what you learned or how you adapted with mitigation strategies. Construction never goes perfectly, so be honest about the project and how your team crushed handling everything that came their way. The best way to do this is to create detailed project profiles that have all the details:

• Include actual start and completion dates.

• Reference specific project elements that align with the RFP scope.

• Use consistent metrics: square footage, contract type, value, etc.

Every piece of data you provide saves them a question and gives you points.

Need help aligning your next proposal to the evaluator’s lens? That’s what we do best. Let’s make your next submission the one that’s easy to score.