Writing a Company Profile

Do you need a well written company profile, ‘About Us‘ page, or description for your business plan? Writing the text that describes your own company can be challenging for anyone. It’s quite hard to be objective about your own story, PLUS how do you condense everything you’ve worked for into a couple of paragraphs (or even less)?

As a professional writer my job is to quickly get to the heart of who you are, what you do, and how you are adding value to the world. So before I start the writing,  we work together so I can get to know your business. I ask plenty of questions using a set of business tools I’ve developed myself — so the process is extremely easy on you.

If you don’t have time to write about your business, why not ask me? You will be amazed at how great it feels to finally have a piece of copy that represents your company perfectly. Confident, grateful and delighted. I promise.

Website ‘About Us’ Pages

When somebody wants to know more about your business, the About Us page on your website or Facebook page is one of the first places they’ll look. It’s such a critical part of your website, so maximise the opportunity to tell the world exactly who you are, quickly.

Although an About Us page can certainly contain:

  • Why you started your company
  • A description of your products and services
  • Your mission and values statement
  • Who works for you
  • How you give back to the community
  • Testimonials

Remember to emphasise how your company helps people, and a few reasons why potential customers might want to do business with you.

Writing a company profile for your ‘About Us’ page
The best About Us pages describe your business like a story, using words that build a picture in the mind of the person reading the text. That text is then presented in short paragraphs that are broken up with useful headings, bullet points, and pictures.

Website visitors lose interest very quickly when they see an About Us page with 2 or 3 scrolling screens of solid text. And even faster if the font is very small font and the paragraphs are huge. You might have the most incredible backstory, but no one will bother to find out if you don’t make your story easy to read.

Google and the major search engines also give emphasis to the text on your About Us page, so you’ll need to use strategic keyword phrases, header tags and meta descriptions.

If you are including a ‘Company History‘ section, you can add some photos that showcase some of your business milestones and achievements. If you can relate the pictures to the text — your company profile will be much more interesting and readable.

Linkedin Company Pages

A Linkedin page for your company is an effective piece of online real estate that you can grab for free. Company pages on Linkedin are used to “build awareness for your brand, establish your company as a thought leader, engage your employees and prospects, publish and share content and drive high-quality leads“.

Your Linkedin company page is a combination of a static About Us page as well as a newsfeed to publish dynamic content like short posts, eBooks, videos, and blogs about your business. You’ll be tapping into a market of more than half a billion users worldwide and the biggest professional network on the globe.

Writing a company profile for Linkedin
To get started you’ll need a well written company profile that quickly describes your business: what you do, who you’re doing it for, and how it’s adding value to the world. You only have a  2,000 stroke character limit so make sure it packs a punch. And keep SEO in mind because Linkedin is a great big search engine too.

Your Linkedin company page should be written in a similar style to the About Us page on your website, but don’t just copy the same text or you’ll miss the chance for google to include both sites in their search results.

Business Plans

A business plan clearly identifies who you are, what you do, where you are currently placed in the market. It’s also the place to articulate your vision and goals for the future. A great business plan will also have an action plan for getting  where you want your business to be.

You’ll need a business plan if you are wanting:

  • Business loans, finance or leasing
  • Investors
  • Grant opportunities
  • Awards and professional recognition
  • Business mentoring

Writing a company profile for a Business Plan
All business plans need a written description at the beginning to introduce your business to the reader. That description should start with a quick overview which summarises who you are, your products and services, and the industry you are serving.

The written description should then present business facts and legal data clearly and concisely:-

  • Business name (company name, trading name)
  • Business structure (sole trader, partnership, trust, company)
  • Tax registration (Australian Business Number, VAT, TFN, ACN)
  • Location (city, state, brief site description)
  • Starting date (date you started trading)
  • Business owners (names of all owners/directors)
  • History and achievements (outline experience, years in the industry,  awards)
  • Products/services (what you’re selling and the anticipated demand)
  • Employees (number of employees and status)

A business plan should be approached as technical writing — this is not the time for flowery descriptive prose or marketing speak. Stick to the facts. And though your accountant or financial advisor can help you collate the technical data you need, if you’re using your business plan to secure investors, grants, or an achievement award you’ll want a professional writer to describe your organisation.

Next Steps

Are you needing a professionally written company profile or an update to the About Us page on your website? Just leave your details below and I’ll be in touch with my pricing schedule.