How to Create a Capabilities Slide [Demonstrate & Impress]

One day, while we were working on a presentation for Emma, a Senior Marketing Manager, she hit us with this:

“What’s the point of the capabilities slide? How do we make it stand out without sounding like a bland list of services?”

Our Creative Director, answered her in one sentence:

“The capabilities slide should show what you’re best at, not everything you can do.”

As a presentation agency, we’ve seen this issue time and time again: companies cram the capabilities slide with every service they offer, thinking quantity equals value. Spoiler alert, it doesn’t.

In this blog, we’ll cut through the fluff and share what we’ve learned over the years about making a capabilities slide that actually works.

The Capabilities Slide Is Not a Catch-All

Let’s get one thing straight: the capabilities slide isn’t a free-for-all where you dump every service, feature, or skill your company offers. Too often, we see companies making this mistake. They think that the more they list, the more impressive they’ll look. But here’s the truth, nobody has time to read a laundry list of services.

The capabilities slide is meant to be a snapshot of what you’re best at. If you overwhelm the audience with too much information, they won’t even know what to focus on. Worse, they might assume you’re just trying to fill up space, which doesn’t exactly inspire confidence.

So, what happens? The slide becomes a filler. It’s not helping you sell your strengths; it’s just there because it has to be. And that’s a problem. A major one.

If your capabilities slide doesn’t make it clear what you do and why it matters, you’re missing out on a prime opportunity to hook your audience. You’ve got one shot to highlight what makes you different, don’t waste it on generic fluff.

Crafting a Capabilities Slide That Actually Works

If there’s one thing we’ve learned over the years, it’s that the capabilities slide should be a precision tool, not a catch-all. You don’t need to list every service or feature you offer. Instead, you need to focus on what sets you apart. Here’s how you can do that.

1. Start With a Clear Focus on Your Strengths

The first thing you need to understand is that this slide is about your strengths, not your entire repertoire. Ask yourself: What do we do better than anyone else? These are the core capabilities that should shine on this slide. If your company excels in customer service, innovation, or a particular feature, highlight that. Don’t try to do it all.

It’s tempting to include everything, but this is not the place for that. Instead, narrow down to the most impactful capabilities that make you stand out. By focusing on your strengths, you make it clear to the audience where you shine, which is the point of the slide in the first place.

For example, we recently worked with a tech company specializing in cloud solutions. Instead of listing everything they could possibly offer, we narrowed it down to the specific capabilities that made them unique: scalable infrastructure, cutting-edge security features, and seamless integration. It was clear, direct, and it told their story.

2. Show, Don’t Just Tell

The classic mistake is to simply list services or capabilities. The better approach? Show how your capabilities translate into real-world value. Think of this as your moment to tell a story—one that makes your capabilities come to life.

A great way to do this is by using examples or case studies. If you’ve delivered impressive results for past clients, showcase those results briefly. If you’re offering a particular service or solution, tie it to a real-world benefit. For instance, instead of simply listing “custom software development,” you could write, “Custom software solutions that increase client efficiency by 30%.” The numbers speak for themselves, and they immediately tell your audience what they can expect from your service.

In one project, we helped a marketing agency redesign their capabilities slide. Instead of just listing their design expertise, we focused on a case study where their work had tripled a client’s conversion rates in just six months. Suddenly, their “capabilities” weren’t just words on a slide—they became a compelling reason for the audience to believe in them.

3. Use Clear, Simple Language

This should go without saying, but we’re going to say it anyway: Don’t overcomplicate it. The language on your capabilities slide should be simple, easy to understand, and, most importantly, focused on your audience. Remember, this slide isn’t for you, it’s for them.

You’re not trying to impress people with fancy jargon or industry terms. You’re trying to make sure they understand why your capabilities are worth their attention. If your capabilities slide is filled with buzzwords and convoluted phrases, you’re not only losing your audience’s attention, you’re likely frustrating them.

At Ink Narrates, we always emphasize the importance of clarity. Clients come to us because they need something impactful and easy to follow, not a slide full of meaningless words. So we make sure to distill our message down to the essentials, using straightforward language that cuts through the clutter.

4. Don’t Forget About Visuals

Text-heavy slides are a killer for presentations. Sure, you want to communicate your message clearly, but you also need to make it visually engaging. The capabilities slide is a prime opportunity to use visuals to support your message.

You can incorporate visuals in several ways:

• Icons: Use simple, clear icons next to each capability to reinforce the message. For instance, an icon of a cloud for cloud solutions, or a gear for tech development.

  
  

• Graphs and Metrics: If you’re showcasing results, consider using graphs or simple bar charts to illustrate success. Numbers make a big impact, but visuals make them more digestible.

  
  

• Images: Depending on the context, an image can break up text and make the slide more visually appealing. For example, if you’re highlighting a service that involves hands-on work (like consulting or strategy), an image of your team in action might help humanize your capabilities.

  
  

The visual elements need to complement your message, not distract from it. When done right, they can make the slide more dynamic and keep your audience engaged. Don’t underestimate the power of visuals to convey complex information in an easily understandable way.

5. Tailor It to the Audience

It’s crucial to remember that your capabilities slide isn’t a one-size-fits-all slide. Tailor it to the audience you’re presenting to. If you’re presenting to potential clients, your capabilities should focus on the solutions that will solve their problems. If it’s for investors, focus on your company’s unique edge and growth potential. The context will shape how you present your capabilities.

For instance, we once worked on a capabilities slide for a SaaS company pitching to VCs. Instead of focusing on every feature their software offered, we focused on their rapid scalability, customer acquisition rates, and impressive client retention. These were the key factors the investors cared about.

When you tailor the content, it doesn’t just show that you understand your audience, it shows that you understand the importance of strategic communication. You’re not just presenting your capabilities in a vacuum; you’re presenting them as a solution to the problems your audience cares about.

6. Use a Simple, Clean Layout

The layout of the capabilities slide can make or break the impact. It’s tempting to jam everything onto one slide to avoid flipping through multiple slides, but that’s a surefire way to confuse your audience. A cluttered slide is an unreadable slide.

Keep it simple. You don’t need to overwhelm the audience with every single detail. Stick to the core message, and use clean, spacious design to make sure the information is easy to digest. Try breaking down the slide into digestible chunks, whether that’s a few short bullet points, a grid layout, or icons that represent each capability.

Our team always advocate for a clean and consistent design that matches the tone of the presentation. Your capabilities slide should feel cohesive with the rest of the deck, and it should look polished.

7. Be Selective With the Details

You’ve probably heard the saying, “Less is more.” It’s especially true here. The goal is to give enough information to intrigue, but not so much that you overwhelm the audience.

We see this often: companies try to cram as much detail as possible into the capabilities slide. They think that every tiny piece of information will somehow add value. In reality, it does the opposite. Too many details dilute the impact of your message. Focus on the most important aspects of your capabilities and leave out the rest.

One of the best pieces of advice we can offer is this: be ruthless in your selection. Every word, every visual, every piece of information should serve a purpose. If it doesn’t, cut it. Be bold. Less clutter, more impact.

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