Elements of a Site › Company Profiles
Company Profiles
Your “About Us” page is read by prospects, potential employees, and potential partners — often at the exact moment they’re deciding whether to engage with you. It’s one of the highest-leverage pages on your site, and one of the most frequently underinvested.
Who Reads Your About Us Page?
Between 1-in-20 and 1-in-2 visitors will check your About page before deciding whether to contact you. This is where warm fuzzies are built at precisely the moment their checkbook is open.
Job candidates want to know the character of the company they’re considering. Your About page is often the deciding factor in whether a qualified candidate submits an application.
Vendors, referral partners, and channel partners evaluate whether you’re the kind of company they want to align with. Your profile page makes that case before a conversation happens.
What Your Company Profile Should Cover
Whether you call it “Company Profile,” “About Us,” or something else entirely, the purpose is the same: give visitors the confidence to take the next step. Your profile should positively reflect the character of your company across every audience that will read it.
Mission Statement
If you have a mission statement, this is the place for it. If you don’t, at a minimum be explicit about your company’s focus. Visitors want to know the scope of your business and at least an overview of your areas of expertise. A clear, honest statement of purpose does more trust-building work than a paragraph of marketing language.
Company History
How did your company come to be the company it is today? Who founded it, when, why, and how? What are the significant events in the history of the firm? Company history content builds credibility and relatability in equal measure. A business with a story is more memorable — and more trustworthy — than one without one.
Company Principals
Your Company Profile should identify the firm’s principals with a brief biographical sketch of each key player. Photos are a good idea — standard headshots work well, though personality-forward approaches (caricatures, candid photos, informal settings) can reinforce your company culture effectively.
Include contact information for principals near their profiles. Letting visitors know who to contact before and after the sale builds comfort in dealing with your company — people buy from people, and a named, photographed person is infinitely more approachable than a generic “Contact Us” button.
Staff Overview
Whether on the Company Profile page itself or linked to a dedicated page, a staff overview is worth including for most companies. At minimum, give a sense of the makeup of your team: how many people, what departments, and the depth you have in key areas. This signals stability, capability, and the ability to deliver.
For very small companies, a staff overview can be skipped or kept brief to avoid drawing attention to company size. The goal is always to present the company in its best light, not to disclose information that would work against you.
💡 The Core Purpose
A Company Profile gives viewers ‘warm fuzzies’ about your firm at precisely the time their checkbook is open and they’re evaluating potential suppliers. Every section of your About page should serve that purpose.
Does Your About Page Build Confidence or Raise Questions?
Our free website analysis takes a hard look at your company profile alongside every other element of your web presence.
Get Your Free Website Analysis