Published on August 21st, 2017
What is a Company Profile?
Simply put, your company profile is 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?
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Simply put, your company profile is 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 something boring.
Below are 10 examples that will help you write and design a company profile that won't have your visitors immediately hitting the back button.
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!
1. Zappos: Tell a Story
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.
2. Google: Keep it Brief
When you're a company as prolific as Google, what more can you say about yourself that hasn't already been said?
Unlike many company profiles that drag on forever, Google highlights its defining events with one paragraph each.
This sounds easy, but when you consider how much Google has done and the hundreds of acquisitions and projects it has been involved in, it's hard to limit that to one page.
While they do link to a page with an in-depth history of the company from 1998 to 2014, Google doesn't attempt to bore you with the details right off the bat.
If Google can keep their famed history brief, anyone can.
3. Philips: Add Visual Appeal
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.
4. Blurb: Don't Be Afraid of White Space
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.
5. Heineken: Go Beyond Your Product
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.
6. Rackspace: Show Off!
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.
7. Western Digital: Add a Personal Touch
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.
8. Atos: Feature a Video
Speaking of video... Why tell people what your business is about, when you can show them?
Atos features a video on its company profile that delivers all of the key information of a traditional company profile in a more engaging, efficient medium.
9. Starbucks: Share Your Inspiration
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.
10. Lonza: Keep it Organized
Most big corporations tend to have company profiles that are simply too wordy. With this unique display, Lonza, however, has found a way to share a lot of information without being overwhelming.
Want to learn more about the company's history? There's a link for that. What about just the facts and figures? There's a link for that too.