Writing a Company Profile

Need a company description for your website, business plan or Linkedin Company page?

Writing the text that describes your own company is challenging for anyone. It’s really hard to be objective when you’re fully immersed in the story, and how do you condense everything you’ve worked for into 2 or 3 sentences?

As a professional copywriter my job is to quickly get to the heart of who you are, what you do, and why the world needs it. And before I even start writing,  we work together so I can get to know your business. I ask loads of questions and use business tools I’ve developed over years of accounting, HR, and operational management experience to draw out exactly what needs to be written. And what doesn’t.

If you don’t have time to write, why not let 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

melinda j. irvine writing an about us page

When somebody wants to know more about your business, the About Us page on your website is one of the first places they’ll look. It’s such a critical part of your website so maximise this  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
  • who works for you
  • how you give back to the community

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

Writing a company profile for your ‘About Us’ page
The best About Us pages begin with an elevator pitch (1-2 sentences that describe your business holistically) then present the rest of the text as a story.  Unfolding it in punchy sentences, logical headings and short paragraphs.

Website visitors lose interest very quickly if they see an About Us page with 2 or 3 scrolling screens of solid text. Even worse if it’s written in a small font and great big paragraphs. You might have the most incredible backstory, but no one know if you don’t make it 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 back-end meta data.

If you are including a ‘company history’ section, use plenty of images that relate to the text — it will be much more interesting and readable. You can also break it up by including your Company Vision and Mission Statement too.

Linkedin Company Pages

melinda j. irvine writing a Linkedin company page

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 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. 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 why the world needs it. You only have a  2000 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

melinda j. irvine writing a company descriptions for your Business Plan

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

Next Steps

contact Melinda J. Irvine professional copywriter

Are you needing a professional written company description or About Us web page? Just leave your details below and I’ll be in touch with more information including my pricing schedule and services brochure.

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