We are currently in the process of announcing the finalists for the Wigan Business Awards 2026.
This year, we received a record number of applications. That gave our independent shortlisting panel a huge amount to read, consider and score.
It also made the differences between a strong application and an average one much easier to see.
We know it is disappointing when a business does not reach the finalist stage, so we wanted to share something useful.
A strong awards entry is rarely about having the biggest business, the highest turnover or the longest list of achievements. It comes down to how clearly you tell your story, how well you answer the questions and how much evidence you provide.
AI Should Support Your Entry, Not Write It for You
This year, one issue stood out more than ever.
A large number of entries sounded very similar.
They used the same phrases, the same structure and the same polished language. In some cases, the personality of the business had disappeared completely.
We are not against AI. Used properly, it can help organise ideas, improve structure and tighten up writing.
The problem comes when it replaces the person behind the business.
Judges want to hear your voice. They want to understand what drives you, what you have overcome and why your work matters.
If an application could belong to almost any business, it becomes much harder to remember and much harder to score highly.
Your entry should sound like you.
Answer the Question You Have Been Asked
Some applications included a lot of information but still failed to answer the actual question.
This is one of the easiest ways to lose marks.
Awards questions are designed to draw out different parts of your business. If you repeat the same story in every answer, you are wasting valuable space and missing opportunities to show the full picture.
Read each question carefully.
Then ask yourself whether your answer directly addresses it.
A well-written paragraph about your values will not score highly if the question asks about growth. A long section about community work will not help if the judges need evidence of customer service.
Stay focused.
Evidence Will Always Beat a Broad Statement
One of the clearest differences between the strongest entries and the weaker ones was evidence.
It is easy to say your business has grown, your team is happy or your customers receive excellent service.
Judges need to see how you know.
Growth might mean increased turnover, more customers, new contracts, additional premises or a larger team.
Investment could include training, technology, equipment or apprenticeships.
Customer service might be demonstrated through reviews, repeat business, retention figures, complaints data or testimonials.
The more specific you are, the easier it is for judges to understand the scale of what you have achieved.
Tell Us What Changed
A good entry should help judges see progress.
What was happening before?
What did you do?
Did anything change as a result?
This doesn’t need to be complicated.
Perhaps you introduced a new system that saved time. Maybe you changed your recruitment process and improved staff retention. You might have launched a new service, entered a new market or supported your community in a more structured way.
The strongest entries showed movement.
They explained the problem, the action and the outcome.
Make Every Word Count
Word limits are there for a reason.
They encourage entrants to focus on the strongest information rather than include everything that has ever happened in the business.
Some applications used hundreds of words to say very little. Others repeated the same points across several answers.
Clear writing makes judging easier.
Shorter sentences help. Strong examples help even more.
You don’t need to sound corporate. You need to be clear, specific and honest.
Show Your Impact on Wigan
The Wigan Business Awards celebrate businesses operating in Wigan, Leigh and the rest of the borough.
Your connection needs to be explained.
For an independent local business, it may feel obvious. However, judges still need to understand your impact.
Do you employ local people? Use local suppliers? Support charities? Create training opportunities? Bring visitors into the area? Work with schools or community groups?
Businesses that form part of a larger organisation need to be especially clear.
Tell us what happens here, who benefits locally and what decisions your Wigan operation controls.
Supporting Evidence Should Strengthen Your Story
Supporting evidence is most useful when it provides something already mentioned in the entry.
A strong testimonial can support a claim about customer service.
An accreditation can confirm professional standards.
A review, case study, award or performance report can add credibility.
Unrelated material will not improve an entry.
Choose evidence carefully and make sure it adds something.
An Unsuccessful Entry Is Not the End
Many previous finalists and winners didn’t win the first time, but they came back and entered more than once.
Businesses grow. Teams change. Results improve. Stories become stronger.
Sometimes the achievement is there, but the application does not communicate it clearly enough.
That can be fixed.
Take time to review your entry. Look at where you relied on general statements. Check whether you answered every question. Identify the evidence you could collect over the next 12 months.
Then come back stronger.
We genuinely appreciate every business that entered the Wigan Business Awards 2026.
The finalist announcement will celebrate those who scored most highly this year, but it does not diminish the work happening across the wider business community.
For those who were unsuccessful, we hope the feedback helps.
We would love to see your application again.
Nic & Jo
You can still be involved
We’re down to our last remaining sponsorships, but you’re one of the lucky ones, there are still opportunities available to join us on this 2026 campaign.
But, they won’t be there for long. Download our sponsor pack by > clicking here <
Thank you in advance for your investment in our brilliant business community.
