Federal and defense buyers make decisions fast and under pressure.

If your capability document and your website are disconnected, you are asking contracting officers, program offices, and primes to hunt for the proof they need.

Integrating a government-ready capability document with a mission-focused landing page turns interest into action.

It gives Business Development teams a system that is trackable, scalable, and built for how the government actually evaluates vendors.

What “Integrated” Really Means

An integrated capability stack connects four pieces into one experience:

1. A compliant, one-page PDF capability statement that summarizes mission value.
2. A dedicated landing page that expands the story with outcomes, proof, and CTAs.
3. A QR code and short link that jump from the PDF or an event flyer to the landing page.
4. Analytics, CRM, and UTM tracking that show who engaged and what they did next.

Result: BD knows which assets work, marketing knows what to improve, and leadership sees pipeline impact.

What Your Capability Document Must Include

Keep it to one page for handouts and industry days. Maintain an extended version for deeper reads.

Header and Identity

• Legal name, DBA, address, phone, email
• UEI, CAGE, NAICS, PSCs, set-aside status
• Prime vehicles and GWACs where applicable

Core Competencies

• 3 to 6 bullets tied to outcomes like readiness, interoperability, sustainment, cyber posture

Differentiators

• Why you lower risk and deliver value to the taxpayer
• Tooling, clearances, facilities, repeatable methods

Past Performance

• 2 to 3 concise case snapshots with metrics and mission outcomes

Compliance and Standards

• NIST alignment, ISO where relevant, Section 508 readiness for deliverables

Action Row

• Contact, scheduling link, QR code to landing page, tracked short URL

Production Quality

• Section 508 accessible PDF, logical reading order, tagged headings, alt text for graphics

What the Matching Landing Page Must Deliver

Think of the landing page as the executive briefing that evaluators wish your PDF had room to include.

Above the Fold

• Mission outcome headline, 2 to 3 sentence answer to “Why you”
• Primary CTA to schedule or request a capability briefing
• Secondary CTA to download the PDF

Proof and Detail

• Service blocks that map capabilities to mission outcomes
• Past performance cards with measurable results
• Contract vehicles, set-asides, and agency fit
• Security and compliance posture

AEO and Findability

• FAQ section that answers the exact questions buyers ask
• Organization, Service, and FAQPage schema
• Clean titles and H1 that echo government search intent

Frictionless Engagement

• Contact form with required fields minimized
• Calendar embed or one-click scheduling
• Alternate format download for accessibility

Trust Signals

• Logos where permitted, partner quotes tailored for government, publication mentions

Why BD Teams Win With This System

Before the event

• Print 508-ready capability PDFs with a unique QR for each BD rep
• Load the landing page with current vehicles, fresh case metrics, and a rep-specific calendar link

During the event

• Hand the one-pager, point to QR, and offer a “2-minute brief” that mirrors the page
• Capture quick notes in CRM and tag the rep’s UTM link

After the event

• Automations send a recap email with the same landing page and the PDF
• BD sees who viewed, downloaded, and scheduled, then prioritizes callbacks

Measurement That Actually Matters

Track the steps evaluators take, not vanity numbers.

• Landing page unique visitors by event or rep
• PDF downloads and read time
• Form starts and submissions
• Calendar bookings and kept meetings
• RFI or down-select invitations tied to the page

Add a simple scorecard: 1 point view, 3 points download, 5 points meeting, 10 points RFI. Report weekly.

Copy Patterns That Work

Hero answer template
“We help [agency or mission] achieve [outcome] by delivering [capability] that integrates with [systems] and reduces [risk or cost].”

Case snapshot template

• Situation: agency mission need
• Action: what you delivered and how it integrated
• Result: 2 to 3 metrics tied to readiness, sustainment, or risk reduction

CTA examples

• Request a 15-minute capability briefing
• Get the one-page capability statement
• See mission outcomes from similar programs

QR, Short Links, and UTM Tracking

• Create a unique short link and QR per event and per BD rep
• Use UTMs for source, medium, campaign, content, and rep initials
• Example: /?utm_source=industryday&utm_medium=print&utm_campaign=q1readiness&utm_content=onepager&utm_rep=js

Store these in a simple spreadsheet so printing and measurement stay in sync.

Design and Accessibility Standards

• 508 and WCAG 2.2 AA for PDFs and pages
• High contrast, minimum font sizes, logical heading order
• Alt text for charts and icons
• Mobile first layouts, fast load, clean navigation
• Consistent brand system so every touchpoint looks trustworthy

Governance That Prevents Stale or Risky Content

• Single source of truth for identifiers and vehicles
• Version control for PDFs and landing pages
• Quarterly review cycle or faster when vehicles change
• Approval checklist before publishing
• File naming convention that includes date and version

30, 60, 90 Day Rollout

Days 1 to 30

• Audit identifiers, vehicles, and NAP consistency
• Draft the new one-page capability statement
• Build the first landing page with FAQ and schema
• Create QR and short links for two upcoming events

Days 31 to 60

• Convert two wins into case snapshots with metrics
• Add calendar embed and form tracking
• Train BD on the two-minute brief and QR workflow
• Launch weekly dashboard reporting

Days 61 to 90

• Create agency-specific landing page variants
• Add HowTo schema for delivery processes
• Expand the case library and rotate the hero proof
• Review analytics, refine copy, and update the PDF

Common Mistakes to Avoid

• Capability PDFs without accessible tagging or alt text
• Landing pages that repeat brochure language without outcomes
• No QR or tracking, so you cannot see what works
• Buzzwords with no metrics or proof
• Claims that overreach or imply guarantees

Tooling You Can Stand Up Quickly

• WordPress or another CMS with fast hosting and caching
• A schema plugin and an accessibility checker
• Link shortener with UTM templates
• CRM and calendar integration for BD
• A shared drive for the content library and version control

Bottom Line

A capability document alone is a handout. A landing page alone is a brochure. Together, with tracking and accessibility, they become a BD system that shows evaluators exactly what they need and shows you exactly what works. Build the pair, tie them together with QR and UTMs, and let data guide the next conversation.