Your company presentation can be your best salesperson - or an effective deterrent. Surprisingly often, decision makers judge a company by its presentation: is it clear, interesting, organized? Here are 10 of the most common mistakes that keep popping up in company presentations - and specific ways to avoid them.
1. too much text on slides
The less text, the better. A slide is not a Word document - it doesn't have to contain the entire speech or reasoning. Use bullet points, slogans, key words.
According to a Nielsen Norman Group study, as many as 79% users "scan" content instead of reading it word for word1. Slides overloaded with text simply don't work.
👉 Tip: One slide = one message + a maximum of 3-5 distinction points
2. lack of visual consistency
Mixing styles, colors, margins and fonts gives the impression of chaos. Such slides look like they are put together from random elements - the client subconsciously perceives this as a lack of professionalism.
Take care of:
- One consistent graphic style. Choose max 2 typefaces (e.g. Roboto + Playfair Display),
- Adopt fixed sizes for slide titles, descriptions, bullets,
- Define fixed margins (preferably in the slide template),
- Adopt the same style of icons and graphics throughout the presentation (you can create or download a pack of ready-made icons, such as from Freepik or Shutterstock),
- Choose consistent photos (in terms of color and character).
👉 Tip: If you are using a Power Point / Google Slides template, customize it to match your company's corporate identity. Do you need a Company Presentation Template? Contact us
3. wrong ratio of text to graphics
Slides overloaded with images, icons and charts can be just as unreadable as those full of text. As a result, the customer doesn't know what to focus on.
Graphics are meant to reinforce the message, not replace it. Avoid stock photos that look artificial and are universally recognizable.
4. boring, templated slide layout
Each slide with the same layout (headline, bullet points, image on the right) quickly wears out. The recipient stops responding because the brain ignores repetition.
👉 Tip: Change the rhythm - once a full-screen photo with a quote, once a split into two columns, another time an infographic. But all the time within the same aesthetic.
5. lack of clearly defined purpose of presentation
The presentation should have a clear direction: "we want the customer to understand that...". If you don't know what is to be remembered, the recipient will get even more confused.
Start by defining what exactly do you want to achieve with a presentation? (Encourage email contact, encourage you to schedule a demo, explain what the service is all about, etc.? ). When creating subsequent slides, always keep that one main message in the back of your mind.
👉 Tip: In addition, each slide should correspond just one question (e.g. What makes us different?, What is the process?, What are the next steps of cooperation?, How much does it cost?, What have we achieved over the past years? etc.) This will allow you to create a clear and concrete presentation.
6. ignoring the needs of the recipient
Talking only about yourself, your history, your offer and your achievements is a classic mistake. The customer is not looking for information about the company - he is looking for solutions to your problem. Before making a presentation, think about what your customers' main pain points are in the area of the services/products you offer.
You should use this information in the headings and in the title of the presentation itself. E.g.:
- We cut costs by 30%
- We guarantee service from A to Z
- With us you will feel safe
- We act quickly and independently
According to a HubSpot (2023) study, customer-centric content increases engagement by 50%3
7. too long in duration
Time is a customer's most valuable currency. If your presentation is 45 minutes long or contains 60 slides, the audience will simply switch off or not get to the most important information you want to convey.
Remember!
- Slides discussed by presenter: 1 slide = about 1 minute, total up to 20 minutes
- Email presentation: should be no more than 15-20 slides in length
👉 Tip: Contrary to common practice - it is a good idea to present key information at the beginning (e.g. price list, offer). Don't hide them at the end. In practice, everyone clicks through presentations in search of just this information. Only in the second place does he begin to review the individual slides in detail.
8. lack of storytelling
Facts, figures and data are not enough to convince someone. A story - for example, about another customer (known as social proof) who used the service and achieved success - builds engagement and emotion.
👉 Tip: Present a case study, a concrete from life. The story should be based on 3 main pillars: "problem → solution → effect".
9. illegible fonts and contrasts
Dark blue font on a black background? Or light gray on white? Such juxtapositions are difficult to read.
Ensure high contrast (dark text on a light background or vice versa), use a legible typeface (e.g. Summer, Roboto, Open Sans) and good font sizes.
Recommended sizes:
- Headlines/Titles: 24-40 pt
- Main text / paragraphs: 12–18 pt
- Captions, sources, additional information: 9-12 pt
👉 Tip: Test your presentation on different screens - what looks good on a laptop may not be readable on a projector
10. no call to action (CTA)
The presentation ends, but the customer doesn't know what to do now. Click? Make a phone call? Make a decision?
End your presentation with a strong call to action - simple, concrete, with contact:
- "Call to schedule a demo".
- "Fill out the form to get a quote".
- "Write to us to set up an appointment".
👉 Tip: Before designing, answer the question: What should the recipient do after the presentation? (e.g., inquire about an offer, sign up for a demo, request a sales contact).
A good corporate presentation doesn't have to be perfect - but it should be thoughtful. Instead of replicating the usual patterns, focus on a clear message, visual consistency and understanding the customer's needs. By avoiding these 10 mistakes, you will not only increase your chances of attracting the customer's interest, but also build a professional corporate image.
1 https://www.nngroup.com/reports/how-people-read-web-eyetracking-evidence/
2 3M Corporation (2001),
3 https://www.hubspot.com/state-of-marketing
