Keep the main content of your entry quite high level and avoid going into too much detail unless this is specifically requested. You can often supply more detail in supplementary attachments but do not rely on these on being read as thoroughly; if your entry has failed to engage or impress the judges, they may not even look at your supplementary information.

Bear in mind that judges will be reviewing multiple entries in a category - they may spend as little as 20 minutes on your entry so make it count.

You know your business - judges don't. Be succinct and pull out what is unique about your practice – there will be a word limit for each response so focus on two to three main things and use your word count for that. Don’t use it up on evidence which can be attached instead. If you try to squeeze in 10 things then you’ll end up not saying anything substantial about any of them.