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Sent by email. Read without you.
A company profile is requested by a prospect, forwarded to two colleagues, and skimmed by somebody comparing it against three others. It has to work entirely on its own.
Short answer
Business profile design produces the company document sent to prospects, partners and procurement teams. Unlike a presentation it is read without you present, so it must carry capability, credentials, scale and contact details in a structure built for skimming and comparison.
Built for procurement readers
Credentials and capability
Structured for skimming
Editable source supplied
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01 The premise
Written for the person comparing you.
A company profile is almost never read in isolation. It arrives alongside two or three others, and somebody is looking for reasons to shorten the list. That reader is not hostile, they are busy, and they are scanning for the specific things that would rule you in or out: what you actually do, whether you have done it at this scale, whether you are properly registered, and who to contact.
Most profiles are written for a different reader entirely — one who is interested in your journey, your values and your vision. Those sections are usually at the front, and they are where the busy comparer stops reading. The result is a document that communicates warmth to nobody and capability to nobody.
The structure that works front-loads the answers. Capability first. Evidence second. Credentials and registration third. Contact throughout. The story, if it belongs at all, sits near the end where a genuinely interested reader will reach it after deciding you are worth the time.
02 Contents
What a profile must answer.
The questions a comparing reader is actually asking, in the order they ask them.
Contents
- What exactly do you do? Specific capabilities, named plainly. Not "solutions" or "services across verticals".
- Have you done this before? Projects at comparable scale, with client names where permitted and numbers where honest.
- How big are you? Team size, years operating, capacity. Procurement needs to know you can absorb the work.
- Are you properly registered? Registration, GST, certifications, insurance, memberships. Frequently the reason a profile is requested.
- Who would we deal with? Named people with real roles. Anonymous organisations are harder to trust.
- Where are you? Address and coverage. Genuinely matters for anything requiring site presence.
- How do we proceed? Contact details and next step, on more than one page. Do not make them look.
03 Straight talk
Profile, deck or brochure?
Three documents frequently confused, with genuinely different jobs.
A company profile is
- Sent, not presented. It works without you in the room, which changes everything.
- Structured for comparison. A reader is weighing you against others and scanning for specifics.
- Credential-heavy. Registration, certifications, capacity. The unglamorous evidence.
- Usually a PDF. Emailed, forwarded, occasionally printed. Designed for screen first.
It is not
- A presentation deck. Those support a person speaking and are far sparser.
- A brochure. Those sell a product to a customer and lead with benefit.
- A website. A profile is a fixed document that can be attached to an email or a tender.
- A portfolio. Work samples are part of it, not the whole of it.
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Send me your current company profile. I will read it as a procurement reader comparing three suppliers and tell you what rules you in, what rules you out, and what they cannot find.
- Read as a comparing buyer would read it
- You keep the findings either way
- Editable source supplied
- Same-day reply, all 7 days
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04 Requirements
Practical requirements.
Details that matter for how these documents are actually used.
- File size
- It will be emailed. A very large PDF gets blocked or ignored. Optimised for sending is a real requirement.
- Editable by you
- Team changes, new projects, updated figures. If every edit needs a designer, it goes out of date quickly.
- A print version
- Some meetings and tenders still need paper. Supplied print-ready alongside the screen version.
- Consistent with the website
- A prospect will check both. Contradictions in what you claim to do are noticed.
- Dated
- So an old profile can be recognised as old. Undated documents circulate for years.
— Graphic Design
Related services.
These sit next to a company profile and are usually bought with it. Same person doing the work in each case.
— Questions
a company profile — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
The document sent to prospects, partners or procurement teams describing what you do, what you have done, and your credentials. It is read without you present, frequently alongside competitors, which makes structure and specificity more important than tone.
Capabilities stated specifically, evidence of comparable work, scale and capacity, registration and certifications, named contacts, coverage, and how to proceed. Company history and values belong near the end if at all.
As short as the content allows — typically eight to twenty pages. A busy reader comparing suppliers will skim regardless, so a focused document is read further than a long one. Padding to appear substantial has the opposite effect.
No. A pitch deck supports a person speaking and is deliberately sparse. A profile is read alone and must carry the full argument, including the credentials a presentation would never contain. Using one as the other fails in both directions.
You should be able to. Team members change, projects are added, figures move. The document is supplied in an editable format so routine updates do not require a designer, which is what keeps it current.
For tenders, exhibitions and formal meetings, frequently yes. It is supplied print-ready alongside the screen version, which is optimised for email — those are genuinely different files rather than one renamed.
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Get shortlisted without being there.
Send me your current profile. You will get an honest read on what a comparing buyer takes from it, and what they cannot find at all.
- Read as a comparing buyer would
- Credentials and capability front-loaded
- Editable source supplied
- Print and screen versions both
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