How to make your business credential document connect with potential clients

credentials document displayed on a projector
Last edited 21 March, 2024
EDGE News, Industry Insights
2 min read.

When making your business credential document, it’s important to really connect with your target audience.

First impressions matter, especially in business, and quite often the initial opinion formed can be the difference between securing a potential client ahead of your competitors, and not.

Showcasing your business credentials is a fantastic method of giving potential clients irrefutable proof that your business is more than capable of handling any task sent your way.

In this article, we are going to look at the key features of these documents and help build up a credentials document template, so that moving forward you can get the most out of your pitches.

What are credentials?

Your credentials are all the aspects of your business that would encourage someone to want to work with you. They can cover a vast range of areas: everything from the services you provide and the specialisms of your team, to your successes with previous clients and professional achievements.

How could a credentials document be structured?

Whilst there is no set approach to how these documents should be structured, your document should be engaging, impactful, and smartly laid out without information or design overload.

It can be valuable to create a credentials document template in your company branding that can then be tailored to the individual needs of each potential client.

By creating an initial credentials template, you are giving yourself a structure that makes it easier to ensure that you are covering all bases and not missing key information that could help you partner more clients.

From that template, you can then tailor everything towards the individual desires of your audience. Enabling you to create something that looks unique, uses relevant wording, and includes relatable case studies and details on how to approach specific business challenges. This leaves your target audience feel valued and knowing you understand how their business works.

Below is a list of business credentials examples we recommend you include within your credential documents:

  • Who you are – An introduction to the company, the team, and their key skills
  • What the various services you provide are and the ways you can provide support
  • Your step-by-step processes for helping your audience achieve their goals
  • Case studies and client wins – The more relatable to your target audience the better.
  • Important credentials, awards, certificates, and professional licences that help you stand out.

The way you sign off your credential document will play a massive part in what happens next. At the end of your presentation or document, there needs to be a clear and concise call-to-action that explains the next steps and how you want the client to respond.

If possible, give a specific contact for the potential client to speak to. Not only does this show that you value them as a business, but that you are serious about working together.

How EDGE can help

As a fully integrated marketing agency, we can help you with any aspect of creating a high-quality document including creating an on-brand design, copywriting, and personalisation to create a unique piece just for your business.

If you’d like to speak with our expert team at EDGE Creative directly about developing a credentials document today, you can reach us on 0121 355 0892 or email


Kelly Kent

Account & Production Manager

As Head of Production & Account Manager, some may say Kelly lives a double life, balancing the noble title of EDGE’s resident “print genius” with her Wonder Woman-esque ability to just get stuff done. Some others, however, may say that she ransacks the EDGE office playlist with dated pop music, but we’ll let that slide.