5 Things you Should NEVER Include in Your Agency’s Pitch Deck

If your Capabilities Deck is more “meh” than “wow,” you’re not alone.

A lot of agencies miss the mark by sticking to outdated pitch deck templates or cramming in irrelevant info that just muddies the waters. The consequences? Lost clients, wasted time, and a deck that’s doing more harm than good!

But let’s be real—putting together the perfect pitch deck often falls to the bottom of your to-do list. You know it’s a crucial piece of your pitch presentation, but how do you know what to include and what to leave out?

There’s a fine line between including too much information that bores your target market and leaving out crucial information that could seal the deal with potential investors or clients.

Sometimes it’s easier to know what NOT to include in your marketing pitch deck.

In this blog, we’re going to reveal 5 things you don’t need to include in your Capabilities Deck and what to add instead. Stick with us, and by the end, you’ll have a game plan for a deck that doesn’t just look good—it wins clients.

What NOT to Include in Your Capabilities Deck

A well-crafted deck can be the difference between landing that dream client or getting ghosted. It’s not just about what you include, but making sure everything in there has a purpose.

We’ve all seen those Capabilities Decks that try to do way too much. They’re crammed with info, overly detailed, and sometimes just plain boring!

Here’s the thing—more isn’t always better. In fact, including the wrong stuff can actually harm your chances of winning business.

Let’s talk about what to avoid.

🔵  1. An Exhaustive List of Services

Listing every single service your agency offers might seem like a good idea—it shows you can ‘do it all’, right?

But in reality, it can overwhelm your prospects and water down your main message.

When potential investors or clients see a long list of services, they might struggle to figure out what you’re really good at or what sets you apart from other agencies.

It can make you seem like a jack-of-all-trades but master of none.

What to Include in Your Capabilities Deck Instead:

Focus on your core strengths as an agency.

Highlight the services that you really excel at and are most relevant to the client you’re pitching to.

Tailor your own pitch deck outline to each prospect by only showcasing the services that meet their specific needs.

This approach clarifies your strengths and (more importantly) shows that you’ve taken the time to understand their business model.

🔵  2. Outdated or Irrelevant Work Examples

Your portfolio should show what you’re capable of now, not what you did five years ago!

Including outdated or irrelevant work can give the impression that your agency hasn’t evolved or that you’re out of touch with the current competitive landscape.

Plus, it risks confusing potential clients about what kind of work they can expect from you.

What to Include in Your Capabilities Deck Instead:

Keep your portfolio fresh.

Only showcase your most recent and relevant projects—ones that align with the industry and needs of the client you’re pitching to.

If you’ve worked on projects similar to theirs, even better! This demonstrates your current capabilities AND proves that you understand their market size, goals, and unique challenges.

🔵  3. Generic, Overused Stock Photos

We get it—sometimes stock photos are the easiest option.

But using the same generic images everyone else is using can make your deck look uninspired like it’s been taken directly from a cookie-cutter pitch deck template.

It can also send the message that you’re not willing to put in the effort to make your deck as amazing as your agency.

What to Include in Your Capabilities Deck Instead:

Pitch decks with images are 43% more persuasive than those without. So if you must use stock photos, choose the most high-quality, genuine-looking ones you can find.

Better yet, use original visuals that reflect your brand’s personality and the work you do.

Custom graphics, screenshots of your actual work, or even photos of your team in action can make a much stronger impact.

🔵  4. Unnecessary Team Bios

While clients should know who they’ll be working with, they don’t need to see detailed bios for every team member at the pitch stage.

Including too much information about your team can distract from your main message and make your deck feel cluttered.

What to Include in Your Capabilities Deck Instead:

Only include the key players on your team slide.

Highlight the team members who will directly impact the client’s project, and briefly mention their relevant experience on the team slide.

Keep it concise—clients care more about the results your team can deliver than their life stories.

🔵  5. Industry Jargon or Complex Terminology

Not all clients speak the same language as you, especially when it comes to industry-specific terms.

Using too much jargon can confuse your prospects and create a barrier between you and them. It can also make your agency come across as pretentious or out of touch with their needs.

What to Include in Your Capabilities Deck Instead:

Keep it simple!

Use clear, straightforward language that anyone can understand. Focus on explaining how your services solve the client’s problems and deliver value.

Remember, the goal is to make it easy for them to say “yes,” not to impress them with fancy words.

Like what you’re learning so far? Find more tips in our “Common Capabilities Deck Mistakes to Avoid” guide.

5 Things You Absolutely SHOULD Include in Your Pitch Deck

Now that we’ve covered what to avoid, let’s talk about what your Capabilities Deck definitely needs.

Here are 5 essentials that can help you craft a great pitch deck that works like a charm to convert your target market.

🔵  1. A Strong Value Proposition

This should be front and center in your deck.

What makes your agency different?

Why should a client choose you over your competitors?

Your unique value proposition should be clear, compelling, and customized to the client you’re pitching.

🔵  2. Client-Centric Case Studies

Show, don’t just tell.

Include case studies on your solution slide that demonstrate how you’ve solved similar problems for other clients. Be specific about the results you achieved and how you made a difference for them.

🔵  3. Clear, Actionable CTAs

Every section of your deck should lead the client toward taking the next step, whether it’s scheduling a call, signing up for a service, or booking a meeting.

Make it easy for them to know what to do next by including clear CTAs throughout your pitch deck structure.

🔵  4. Customized Content

Show that you’ve done your homework by addressing your prospect’s specific needs and challenges. Adding this personal touch to your marketing pitch deck can make all the difference in setting you apart from the competition.

🔵  5. Visual Consistency

Visual consistency helps keep all the attention on your message, rather than distracting the viewer with mismatched or jarring design elements. Make sure your cover slide, financials slide, and every other part of your pitch presentation follow the same design principles.

Ready to Update Your Capabilities Deck?

Your Capabilities Deck should be doing the heavy lifting in your pitches.

When it’s crafted thoughtfully, it doesn’t just tell your story—it convinces potential investors and clients that you’re the perfect fit. Let’s make sure your pitch deck serves as the ultimate tool to communicate your value and seal the deal with every prospect.

If you’re feeling overwhelmed or just want to make sure your deck is as strong as it can be, Soblu’s Capabilities Deck ReCraft™ service is here to help. We’ll work with you to transform your deck into a powerful, client-winning tool.

Here’s what you get:

• Custom redesign: We’ll reshape your deck to emphasize what sets your agency apart.
• Stress-free experience: Provide your materials, have a brief call, and we’ll handle the rest.
• We’re not done until you’re happy: We keep working until your deck is exactly how you envision it.
• Effective strategies: Our approach is rooted in proven methods that drive engagement and conversion.
• Simple, honest pricing: One flat fee covers it all—no hidden costs.
• Your deck, your way: You’ll have full access to all files for easy updates whenever you need them.

Ready to take your Capabilities Deck to the next level? Book a call with our team today.