Applying to get listed on G-Cloud can feel like a big task, especially with tight deadlines and lots of requirements to get your head around. The good news? Most of the challenges suppliers face aren’t unique. In fact, we’ve seen the same mistakes pop up again and again.
The even better news? They’re all avoidable. In this blog, we’ll walk you through the most common pitfalls (and how to dodge them), so you can go into your G-Cloud 15 application with confidence.
Mistake 1: Treating it like Marketing Copy
One of the biggest traps suppliers fall into is writing their listing like a sales pitch. G-Cloud isn’t about glossy marketing language or big claims – it’s about clear, compliant descriptions of your services. Avoid phrases like ‘industry-leading innovation’ or ‘cutting-edge technology’ – these don’t tell buyers what your service does.
Tip: Focus on what your service does and how it meets public sector needs. Think about the keywords a buyer would use to search for your solution, and keep the language straightforward and practical.
Mistake 2: Leaving it to the Last Minute
Every year, a surprising number of suppliers start their applications in the final couple of weeks. With multiple teams needing to provide input – from sales and marketing to legal and technical – this almost always ends in unnecessary stress (and sometimes missed deadlines).
Tip: Give yourself time. Even creating a new SaaS listing can take 15–20 working days once you factor in reviews and approvals. Start early, and avoid the last-minute scramble.
Mistake 3: Missing Mandatory Requirements
It sounds obvious, but applications still get rejected all the time because key sections are incomplete or missing. Whether it’s service definitions, pricing details, or security information, leaving gaps means your application is non-compliant – and won’t make it onto the framework.
Tip: Work through the requirements methodically. Use a checklist and double-check that every section has been filled in before submission. A final internal review by someone outside your team can help catch any oversights.
Mistake 4: Overcomplicating Pricing
Buyers want transparency. If your pricing is confusing, inconsistent, or full of caveats, it raises red flags and could put your application at risk.
Aviod complex tiered or volume-based pricing unless you can clearly explain it within your listing, and make sure it aligns with what you’d charge in reality.
Tip: Keep it simple and clear. Your pricing should be easy for buyers to understand without explanation and reflect the same structure you use in practice.
Mistake 5: Forgetting about Buyability™
Being listed on G-Cloud is one thing. Being buyable is another. Many suppliers put time into their application but neglect to think about whether their listing will actually help a buyer make a decision.
Tip: Put yourself in the buyer’s shoes. Does your service name clearly describe what you do? Does your summary explain the essentials without jargon? Does your service definition give enough detail for a buyer to purchase with confidence? If not, it’s time for a rethink.
Get it right the first time
Getting your listing right the first time means you’ll be ready to make the most of the framework from day one. With over £21bn spent through G-Cloud since 2012, the opportunity is huge – but only if your listing is clear, compliant, and buyable.
We’ve supported hundreds of suppliers to secure their place on G-Cloud, and the truth is, success usually comes down to avoiding these simple but costly mistakes.
Take the time now to review your approach, get your team aligned, and make sure your application doesn’t fall into the same traps as so many others.
If you’d like an expert pair of eyes on your listing, we can help you check for common pitfalls and strengthen your Buyability™ before submission. Book a free G-Cloud planning chat and we’ll help you get it right.
