Business documents
Company profile design
A company profile is a short document that explains who you are, what you do, who you do it for and why a buyer should trust you. It is sent after a first conversation, attached to tenders, handed out at events or downloaded from your website. A well-designed profile is easy to skim, looks like your business and backs up its claims with real examples. It works best as a few focused pages rather than a long catalogue of everything you have ever done.
This page covers what to include, structure, evidence, photography, layout, accessible PDFs and print versions.
Illustrative diagram
Company profile
- About
- Who we are
- What we do
- Proof
- Sectors
- Process
- Examples
- Accreditations
- Next step
- Contact
What a company profile can cover
| Section | Purpose |
|---|---|
| Who we are | A short introduction and what you stand for |
| What we do | Services or products, grouped clearly |
| Who we work with | Sectors or customer types |
| How we work | Your process in a few steps |
| Evidence | Examples, case summaries, accreditations you hold |
| Contact | How to take the next step |
Designed for skimming
Buyers may not read a profile from start to finish. They look for whether you do what they need, whether you have done it before and how to get in touch. Clear headings, short paragraphs, a strong opening page and consistent page layouts help them find those answers quickly. A one-line summary at the top of each section lets readers decide whether to read on.
Evidence, not adjectives
Words like 'leading', 'innovative' and 'trusted' carry little weight on their own. Short case summaries, project photos, named clients and accreditations you actually hold do more. Get permission before naming a client or using their logo, and show accreditation marks only where you are entitled to and in line with the issuing body's rules. Specific, checkable facts persuade more than broad claims.
How long it should be
Four to eight pages may be enough. If the profile is growing much longer, consider separate documents for detailed services or case studies, and keep the profile as the overview that links to them. A shorter profile is easier to keep up to date.
How a profile comes together
Audience
Who reads it and what they need to know.
Output: Brief
Content
Sections drafted, evidence gathered.
Output: Approved text
Layout
Page grid, typography, photo treatment.
Output: Layout
Design
Pages built with real content.
Output: Draft profile
Versions
Accessible PDF and print-ready file.
Output: Final files
Example: a profile for an electrical contractor
Illustrative example — not a client case study
Situation: An electrical contractor sends a long, text-heavy PDF that buyers say is hard to follow.
- Content is cut to six pages: introduction, services, sectors, process, projects and contact.
- Three project summaries are included, each approved by the client.
- An accessible PDF and a print-ready version are produced from one design.
What this shows: Buyers could see quickly what the contractor did and where. This example is illustrative.
Before sending
Facts
- Service list matches what you sell today
- Phone, email and address checked
Look
- One summary line opening each section
- Photo light and cropping consistent
Sending
- File small enough to attach to an email
- Tagged PDF; a print copy only if handing out
Photography
Real photos of your team, premises and work make a profile credible. Stock images can fill gaps but risk looking generic. Keep a consistent treatment, such as similar light and cropping, so pages look like one document. Get permission from anyone shown.
Accessible PDF
A profile may well be shared as a PDF. An accessible PDF has real headings, a logical reading order, alt text for images and enough contrast, so people using screen readers or zoom can use it. It can also be easier for everyone to navigate.
Print versions
If you hand profiles out at events, a print-ready file with bleed and correct colour settings is needed, and a proof should be checked before a full run. Printing itself is a separate step from design.
Layout and typography
A simple grid, consistent margins and two or three type sizes give a profile a calm, professional look. Use your brand colours for headings and accents rather than large blocks, so pages stay readable when printed in black and white. Pull out one key fact or quote per page to help skimmers, and keep body text at a comfortable size for reading on a screen.
On your website
If the profile is downloadable from your website, give the file a clear name, keep the size reasonable and make sure the website and profile describe your services the same way.
Questions about company profile design
What is a company profile?
A short document explaining who you are, what you do and why buyers should trust you.
What should it include?
Introduction, services, sectors, process, evidence and contact details.
How long should it be?
Four to eight pages can be enough; longer detail can go in separate documents.
Can we name our clients?
Only with their permission.
Why make an accessible PDF?
So people using screen readers or zoom can read it.
Do we need a print version?
Only if you hand it out; it needs a print-ready file and a proof.
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