Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
August 21st, 2017
What is a Company Profile?
Simply put,your company profileis a professional introduction and aims to inform people (primarily prospective buyers and stakeholders) your products, services, and current status. A well written company profile is a great opportunity for your company to differentiate itself.
Everyone's got some sort of profile these days.
On Facebook, LinkedIn, Instagram...
With these templated formats, it's easy to create a presence and grab someone's attention around the web, but when it comes to a professional company profile on your own website, it can be a bit tougher.
Let's face it. Most company profiles are more bland than breathtaking.
Organizations tend to aim for traditional professionalism more than creativity and in turn, they slap together lengthy written documents, filled with lines and lines of jargon that no one will ever read, let alone understand.
What is a Company Profile?
Simply put,your company profileis a professional introduction and aims to inform people (primarily prospective buyers and stakeholders) about your products, services, and current status, yes -- but that doesn't mean you should settle for somethingboring.
Note: Finding examples to share here wasn't easy. While this wasn't a great discovery for me while I was writing, it does show that a well-thoughtout company profile page is a great opportunity for your company to differentiate itself. So, take notes and get this free template to start planning yours!
People connect better with stories than they do with a list of facts. If you want people to actually remember the information from your company profile, take the Zappos approach and tell a story about your brand.
Quite frankly, not all brands have the most amazing story to tell -- and that's okay. The content of the story is less important than the fact that you are presenting information in the form of a story to begin with.
Now, this is probably the most visually striking out of all of our examples. Breaking away from traditional corporate-style, Philips uses big, vibrant photos throughout its company profile.
Simply by glancing at the photos and copy, you immediately know that Philips does a lot more than sell consumer electronics.
It's also important to note that the company keeps the page dynamic and up-to-date including highlights from Q4. Most company profiles are static and left to gather dust, but Philips updates its at least four times a year.
Taking the opposite approach to Phillips, blurb uses minimalist design and white space to emphasize its accomplishments on its company profile.
In a smart SEO move, the self-publishing platform company, also links to relevant content throughout the timeline shared, giving you not only the highlights, but also providing you with the details (and keeping you on the website) if you'd like to learn more.
Want your brand to stand out from the competition? Take a page from the Heineken playbook and connect with them beyond your product -- show them more of the human size of your brand.
Heineken's company profile is centered around a list of the four key factors that make it unique -- most importantly, its global reach, its passionate, diverse team.
The page takes the Heineken beyond just a beer for readers, sharing its company values and offering easy-action to variety of other content including the brand's current stock prices, latest annual report, and its Twitter feed.
There's a time to be humble and there's a time to pat yourself on the back. Have awards? Great reviews? Influential customers/clients? Your company profile is one of the few places where it's appropriate for your brand to brag about these things.
Rackspace, for example, certainly doesn't play coy about telling readers that its "recognized as a leader" and listing dozens of its certifications and other acknowledgements.
Western Digital took a different approach with their company profile, sharing a short letter written from the CEO about its company.
The letter ultimately accomplishes the same thing as other profiles (telling you what the company does, who its customers are, a brief history), but having it presented as personal note from the company's leader adds a human touch.
On your company profile, consider kicking this idea up a notch further with a headshot and handwritten signature or even a video.
Frankly, I would have liked to see Starbucks invest a bit more into this page visually, but as you read through the content, it is certainly not short on creativity.
The section that really caught my attention here was Folklore. Here, the company mentions that it was named after the first mate in Moby Dick and its logo was inspired by a twin-tail siren from Greek mythology.
Perhaps your origin story is not as colorful, but if it is, share it. These details and quirks are what will make your brand more memorable and well-rounded in the minds of your audience.