The About Us page of a company profile should tell a stranger four things in under a minute: what you do, who you do it for, how long and at what scale, and why they can believe you. Write it as four short paragraphs built on facts a reader could check, and leave the adjectives out.
What a reader wants from the first page
Think about who actually opens your profile. A procurement officer with a dozen other profiles in the same folder. A bank officer preparing a file. A distributor in another country who has never heard of you. They are sorting, and the About Us page is where the sorting happens.
They are looking for answers to a short set of questions, usually in this order:
- What does this company sell or do, in plain terms?
- Who does it do that for?
- How long has it been around, how big is it, and where does it operate?
- Is there anything here I could verify with a phone call or a search?
If the page answers those, the reader carries on to your services and projects. If it opens with a paragraph about passion and excellence, they skim, learn nothing, and move to the next profile in the folder.
A four-paragraph structure that works
You can write a good About Us page in four paragraphs and somewhere between 150 and 250 words. Each paragraph has one job.
Paragraph one: what you do and for whom
Start with the company name, the activity and the customer. One or two sentences. “We supply and install commercial kitchen equipment for hotels, hospitals and central kitchens across the UAE” tells a reader more than a page of positioning. If you have several business lines, name the main one first.
Paragraph two: history and scale
Give the year you started, where you are based and how big you are now. Pick the measures that matter in your trade: staff, fleet, branches, warehouse space, projects completed, countries served. Two or three numbers are enough. Keep the founding story to a sentence.
Paragraph three: how you work
This is where most profiles drift into values. Resist it. Describe a working practice instead: you keep spare parts in stock in Dubai so repairs do not wait for a shipment, or every site has a named supervisor the client can call directly. A practice is something a reader can picture.
Paragraph four: proof and direction
Close with what backs you up: licences, certifications, approvals from authorities or main contractors, the sectors where clients come back to you. Then add one sentence about where the company is going next, if it is real. Vision and mission statements belong on their own page.
Facts over adjectives
Here is a quick test for every sentence on the page. Could a competitor put their own name at the front and print it unchanged? If yes, the sentence is doing no work. “A trusted partner delivering quality solutions” fits every company in the country. “Forty-two service vehicles on the road in Dubai and Sharjah” fits one.
The fix is nearly always a swap. Find the adjective, ask what fact made you want to use it, and write the fact instead.
| Instead of | Write something like |
|---|---|
| An experienced team | Fourteen engineers, nine of them with us for more than ten years |
| A wide range of products | More than 600 stock items from nine manufacturers |
| Customer focused | A named account manager for every contract |
| Fast delivery | Orders placed before noon leave the warehouse the same day |
Only use numbers you can stand behind if a client asks. And since a profile stays in circulation for years, write “more than 130 staff” in place of an exact headcount that will be wrong by next quarter.
A weak paragraph, rewritten
Here is an invented example. Say you run an air-conditioning maintenance company in Sharjah. We will call it Example Cooling; the name and every figure below are made up for illustration. The existing About Us page opens like this:
Before: “Example Cooling is a premier provider of world-class HVAC solutions, committed to excellence, innovation and customer satisfaction. With a passionate team of dedicated professionals and state-of-the-art technology, we deliver high-quality services that exceed our clients’ expectations every time.”
Forty words, and the only thing a reader learns is that the company has something to do with air conditioning. Now the same opening built on facts:
After: “Example Cooling maintains air-conditioning and ventilation systems for office towers, schools and warehouses in Sharjah, Ajman and Dubai. We started in 2009 with two technicians and one van. Today more than 130 staff look after 310 buildings under annual contracts, and our control room answers breakdown calls at any hour.”
What changed between the two:
- “HVAC solutions” became a description of the actual work and the buildings it is done in.
- “World-class” and “premier” were deleted. Nothing replaced them, and nothing needed to.
- “Dedicated professionals” became a headcount and a growth story told in one line.
- “Exceed expectations” became a specific service that a facilities manager cares about: someone picks up the phone at night.
The second version is only a little longer. It took more effort, because someone had to go and find the numbers. That is the real work of an About Us page.
Notes for the Arabic version
If your profile goes to government entities or family-owned groups, the Arabic About Us page will be read closely. A few points from producing both:
- Rewrite, do not translate line by line. English marketing phrases turn stiff in Arabic. Give the Arabic writer the facts and the four-paragraph structure, then let them write natural Modern Standard Arabic.
- Use the legal name correctly. The Arabic company name should match your trade licence exactly, including the legal form.
- Decide on numerals once. Western digits or Arabic-Indic digits. Pick one and stay with it across the whole document.
- Expect the layout to mirror. Arabic reads right to left, so the page flips: text alignment, the position of photos, the direction of arrows and timelines.
- Proofread after layout. Arabic letters can disconnect or reorder when text is pasted into design software. A native reader should check the final PDF before it is released.
We have a longer guide to planning a bilingual Arabic and English company profile if you are producing both languages in one document.
Length, layout and what sits beside the text
Keep the About Us text to a single page, or one spread if it shares space with a large photograph. Beside the text, two things earn their place. The first is a key facts strip: year founded, staff, branches, sectors served. The second is one honest photograph of your premises, your fleet or your work.
A message from the chairman or managing director belongs on its own page, after About Us. If the profile is going into a bid, read the tender documents first, because they may ask for specific company information in a set order. Our notes on a company profile for tenders in Abu Dhabi and on what a construction company profile should include cover those cases.
Company Profile Design Agency is part of HelloPixels and has been working since 2012. If you would like the page written or rewritten as part of your company profile design in Dubai, we work in Arabic and English and send a first draft within 48 hours of a complete brief. You can send us your current profile and we will tell you what we would change.
Frequently asked questions
How long should the About Us page of a company profile be?
Between 150 and 250 words is enough for most companies. That fits on one page with a photograph and a row of key facts, and it can be read in about a minute. If you have more to say, move it to the pages that follow, such as history, services, projects or certifications, where a reader expects detail.
Should vision, mission and values go on the About Us page?
Preferably not. They are statements of intent, and the About Us page is for facts. If your management wants them in the profile, give them a separate page and keep each one to a sentence or two. Some government and tender submissions do ask for them, so check what the recipient expects before you remove them.
Should we write as “we” or use the company name?
Use the company name once at the start, then switch to “we”. It reads more naturally and saves words. Writing the whole page in the third person can sound as if someone else wrote about you. The exception is a formal submission where the recipient’s template uses the third person, in which case follow the template.