Being listed on the G-Cloud framework feels like a big win: you passed the application process, your company is live on the digital marketplace, and in theory you’re open for business with the public sector. But for many suppliers, that’s where progress stops.
If your G-Cloud listing isn’t generating enquiries or sales, you’re not alone. In fact, this is one of the most common problems Advice Cloud sees when working with GovTech suppliers. Below are the key reasons G-Cloud listings fail to convert, and what you can do about them.
1. Buyers Can’t Find You in Search
G-Cloud is a search-led framework. If buyers can’t find your service when they search, you simply don’t exist.
Many listings are written to ‘sound right’ rather than to match how public sector buyers actually search. Suppliers often focus on product language, acronyms or marketing terms that make sense to them, but not to a buyer, who wants to find out how a supplier’s services will benefit them.
A common issue is failing to appear for the obvious searches a buyer would use. These might include type of service, outcome or category of technology. Without a proper search check, it’s impossible to know whether your listing is visible or buried.
Advice Cloud’s G-Cloud Buyability™ Reviews include a detailed analysis to check whether your service appears where it should, and what needs to change to improve visibility.
2. The Listing Is Technically Compliant, But Not Buyable
Compliance gets you onto G-Cloud. But it’s buyability that gets you sales.
Many suppliers treat the listing as a form to complete, not a sales asset. As a result, listings often meet the minimum requirements but don’t help a buyer make a confident decision.
Common issues include vague descriptions, unclear value propositions and a lack of buyer-focused language. Buyers want to quickly understand what you do, who it’s for, and why it’s a safe choice. If they have to work too hard to piece that together, they will move on.
Advice Cloud specialises in bridging this gap. Our team includes former public sector buyers and framework specialists who know exactly what buyers look for first, and how to present services so they are easy to buy from.
3. Pricing and Documentation Create Friction
Even when a buyer is interested, if the documentation is unclear or overly complex, it can stop a sale in its tracks.
Those related to prices are a frequent barrier. Suppliers often assume buyers will contact them to clarify, but many buyers won’t. If pricing is confusing, inconsistent or difficult to compare, they may simply shortlist someone else.
The same applies to service definitions and supplementary documents. If they are overly technical, poorly structured or focused on features rather than outcomes, they fail to support the buying decision.
As part of its Buyability™ Assessments, Advice Cloud reviews all supporting documentation to ensure it is clear, compliant, and genuinely helpful to buyers.
4. Your Listing Doesn’t Differentiate You From Competitors
On G-Cloud, buyers are often comparing multiple suppliers offering similar services. If your listing looks the same as everyone else’s, price becomes the only differentiator.
Many suppliers fail to clearly articulate what makes them different. This could be sector experience, outcomes achieved, or how risk is managed. When these points are missing, buyers have no reason to choose you.
Advice Cloud helps suppliers identify and communicate their edge on the framework, positioning services in a way that stands out while remaining compliant.
5. There’s No Wider Public Sector Strategy Behind the Listing
Securing a G-Cloud listing is not a strategy on its own. Suppliers who enjoy success tend to align their listing with a broader understanding of the market. Those who rely solely on being listed often experience long periods of silence.
Common problems include targeting the wrong buyers, misunderstanding the market, or internal teams becoming frustrated by a lack of results. Over time, this leads to bid burnout and missed opportunities.
Advice Cloud works with suppliers at every stage of the public sector buying cycle, helping them build confidence and momentum rather than relying on the framework alone.
6. You Don’t Know What ‘Good’ Looks Like
Many suppliers struggle because they have no benchmark. They don’t know whether their listing is average, poor or genuinely competitive.
Without an expert review, it’s easy to assume the problem is lack of demand, when in reality the issue is presentation, search visibility or buyer alignment.
Advice Cloud has supported over 510 organisations and worked on every iteration of G-Cloud since 2012. That experience means they know what good looks like, and how to get you there.
Making Your G-Cloud Listing Work Harder
Your G-Cloud listing is often the first interaction a buyer has with your business. If it isn’t generating sales, the problem is rarely the framework itself.
In most cases, small but informed changes can make a significant difference.
Advice Cloud’s G-Cloud Buyability™ Reviews are designed for suppliers who are listed but not seeing results, or who want to maximise their opportunity. With a proven track record and nearly £1bn in client wins, they help turn framework access into real public sector revenue.
If your G-Cloud listing isn’t delivering, simply contact our team for more information.