Entering awards can feel daunting.
Where do you start? What are judges actually looking for? What category should you enter? And how do you stand out when everyone else is putting themselves forward too?
These are the questions we hear all the time at the Wigan Business Awards.
The truth is, a strong entry is not about being the biggest business or having the flashiest story. It is about being clear, honest and showing your impact.
Here is how to approach your awards application with confidence.
Start With The Basics. Answer The Question Properly
It sounds simple, but it is one of the most common mistakes.
Every question in an awards application is there for a reason. Judges are scoring against specific criteria, so if you do not answer the question directly, you are missing an opportunity.
Read each question carefully. Stick to what is being asked. Avoid going off track.
Clarity always wins over waffle.
If it helps, draft your answers in Word or Google Docs before adding them to the entry form. It gives you space to map out key points first, then shape them into a clear, structured response.
Be Specific. Give Real Examples
Saying you provide “excellent customer service” is not enough.
Show it.
Talk about what you actually do. Share examples, results or feedback. If you have testimonials, mention them. If you have improved something, explain how.
Judges want to see evidence, not just statements.
Tell Your Story
Every business has a story.
Why did you start? What challenges have you faced? What are you proud of?
This is your chance to bring your business to life. Do not be afraid to show personality. The strongest entries are the ones that feel real.
Show Your Impact
What difference are you making?
This could be within your team, for your customers or across the wider community.
Think about:
- Jobs you have created
- People you have supported
- Changes you have made
- Results you have achieved
Impact matters. It helps judges understand why your business stands out.
Keep It Clear and Easy To Read
Judges read a lot of applications.
Short sentences. Clear points. No industry jargon.
Make it easy for them to understand what you do and why it matters.
Do Not Talk Yourself Down
We see this a lot.
Businesses downplay their achievements or assume they are “not big enough” to enter.
If you are making a difference, you are good enough.
Awards are not just for large companies. They are for businesses doing things well.
Use The Word Count To Your Advantage
If there is a word count, it is there for a reason.
Be aware of it, but more importantly, use it.
If you are given 250 words, use them. Do not leave space on the table. That is your opportunity to fully explain your answer and give the detail judges are looking for.
At the same time, do not go over or try to squeeze too much in. Keep it focused, clear and relevant to the question.
Think of the word count as your space to make your case. Use it wisely.
Give Yourself Time
Do not leave your application until the last minute.
Give yourself time to think, write and review. If you can, ask someone else to read it too.
A fresh pair of eyes can make a big difference.
Need A Bit More Guidance? Join One Of Our Free Workshops
We know that entering awards can feel like a big step. That is why we are running a series of free workshops to help.
Our “How to Write a Winning Awards Application” sessions cover:
- What judges are really looking for
- How to structure your answers
- Common mistakes to avoid
- Practical tips you can apply straight away
If you are thinking about entering the Wigan Business Awards 2026, these sessions are a great place to start. Choose your session and register today HERE.
