Essay about the company examples. A well-written "About Us" page builds trust and connects with the user

We have released a new book "Content Marketing in social networks: How to get into the head of subscribers and fall in love with your brand.

Let's play a game. Yes, right away. I'll tell you all about your company (or your client's company if you're a hired scribbler) and never make a mistake.

Firstly, you are rapidly developing and want to invite me to fly to the heights with you.

Secondly, you probably have the highest quality services and products.

And thirdly, you are highly qualified professionals who are ready to answer all my questions.

Familiar? I have seen hundreds of similar texts. And to be honest, they got me. So let's not produce dullness and boredom, which are already enough in our lives, but let's try to create something “such” together and write in the “about the company” section.

What will a professional offer you?

Before starting to write this article, I decided to surf the Internet in order to find out how to properly write about a company according to the so-called gurus. I read several articles, but I didn't find anything new in them.

What advice do I disagree with?

Write storytelling (stories about how your company was created). First of all, I'm drawn to quote Peter Griffin. And secondly, he is damn right: people who make decisions and allocate budgets do not have time to read about how one day Vasya and Petya got together and realized that they needed to sell concrete.
Talk about your principles and rules. Mentioning this in your text, you kind of put your signature in blood. Think carefully before writing that you will deliver the goods in an hour. And if the client relies on you, and the courier will trail half a day? As a result, you will let the person down, and you will also get a bunch of minuses both in karma and in the “reviews” section.
A good article about a company should sell something: exchange a subscription for a gift or a group membership for a discount. By doing this, you only lower your price. As one Siberian gopnik once told me: “If you want to be, correspond.” Do you want to become a leading company in the market? Do you want large and reputable clients? Then you shouldn't do such cheap favors to anyone. Behave with dignity and get worthy customers.
Post a photo and biography of employees. At first glance, this idea may seem like a good idea, but it's not. These photos are needed only by you and your employees, and you need them in order to amuse your pride. Answer honestly, would you look at photos of operators and couriers who work in your favorite online pizzeria? I think you'd like to look at a photo of a pizza more.
Order text from them. Yes Yes. At the end of each advisor article, you will find a powerful call for cooperation. Why do you think they were crucifying and being smart for 10 pages?

How to write a section about a company: things I don't mind agreeing with

Not all idea gurus are doomed to failure. But then again, only because it is a well-known truth. Is not new technique which they have come up with. This is the standard oldest technique sales, which lies in a very simple thought:

Show the client how you wholeheartedly got into his problem, and then solve it.

It's all. Yes, it's that simple.

A few more sensible thoughts about how to write an article about a company:

Deed, not word. Post your cases real stories success with all proofs.
Figures and facts. The average person viewing your page sees it like this:

Hello! We are blah blah blah blah blah blah blah blah blah blah by 20% per year blablablabla blabla bla bla 30 years on the market blah blah blah blah blah blah blah blah 86 successful projects blah blah blah blah blah in 7 countries blablablabla blabla bla bla behind80 thousand rubles blah blah blah blah blah by phone 234-56-78.

So you understand, right? This is me so smoothly bringing you to the third part of my article, in which the very heat will begin.

By the way, we have a lot of articles-instructions in which there are many practical advice with a history of many years of practice. To receive all this wealth as quickly and reliably as possible, I advise

In today's publication, we continue to learn how to independently draw up a competent business plan that will guide you through all the stages of organizing your own business to achieve your goal. We have already tried to issue title page business plan, it's time to proceed to the second point - a description of the company.

Compliance with the order of sections of the business plan is extremely important for a better understanding of the entire process of becoming a business (at least on paper), and it should not be changed in any case, since all stages of the business plan are a logical continuation of each other. In this article you can find a description of the main stages that must be present in every description of a business project. Unfortunately, ordering a business plan is now beyond the means of most entrepreneurs (a well-written business plan, drawn up for presentation to investors, costs about 80-100 thousand rubles).

What can and should you write about your future (or existing) company?

The first step is to immediately warn that you need to write only reliable information. Otherwise, receiving investments (if the business plan is aimed at this), you will not see how your ears are. Be sure that potential investors will study your creation inside and out for all sorts of flaws. And if a distortion of the actual data is discovered, then at best you will simply be denied financial assistance, at worst, they will make this case public, after which they will not even give you a ruble in other sources.

The description of the enterprise in the business plan cannot be reduced to brief description companies. You need to provide the information in as much detail as possible. Firstly, it will make it easier for the investor to verify your information, secondly, it will speed up the process of making an investment decision, thirdly, it will lay some kind of “foundation” of trust (of course, provided that everything is confirmed), and, finally , will help you better understand the capabilities of your company.

Therefore, it is necessary to describe not only the company itself - the name, legal and actual address, information about the owner, the number of employees, etc., but also the nature of the services it provides, a description of the products it produces or sells. It should be noted right away that the points of the business plan of an already operating company and one that is only planned to be created can be different.

Information about the owners of the company

In this paragraph, it is necessary to list all persons related to the management of the company, indicate the share of ownership of each of them in the general package, the position held, and even the duties performed. Everything is simple, nothing more.

Company development history

If your organization has been in existence for some time, please start from the beginning:

At what time and by whom exactly was the company founded?
The initial goals and scope of the company, by the way, may not coincide with the current state of affairs at all. So, for example, in the description of the activities of the enterprise of the Tander company, which owns Magnit stores, it is said that at its foundation it was a company trading household chemicals. Now, it is a world famous retailer retail.
Current line of business
What success has the company achieved in its activities, how much has it expanded client base, whether new branches have been opened - write everything that can impress the investor - certificates received, tenders won, you can even indicate reviews about your company in the media.

Sources of financing

This description must include all previous loans (if any), and detailed information about them - where, when, by whom, and under what conditions they were issued. You should also indicate exactly how much is required for the implementation of the proposed project, under what conditions, at what interest rate you are asking for a loan, from what month the business plan began to be implemented, and in what parts you will return the borrowed funds.

And, of course, the most important thing is where exactly, for what purposes the invested funds will go. If they give you a loan, then get ready for the fact that you will have to report at the first request of the investor for every penny spent.

Personnel issue

Here, too, everything is quite simple: indicate how many employees are in the company for this moment(or how many are expected to be hired), describe the positions of each of them with detailed description their work responsibilities. Moreover, absolutely all employees should be on the list, starting from the director, and ending with a simple cleaner - Full description organizational structure enterprises. All information can be presented in the form of a small table, like this:

Position	Responsibilities	Number of employees in this position	Salary
Enterprise Director	--	--	--
Chief Accountant	--	--	--
HR manager	--	--	--
Sales Manager	--	--	--
Development Manager	--	--	--
Cleaning woman	--	--	--

Description of the company's benefits

At this point, reveal to the investor all your trump cards - what exactly are you strong in, what is your advantage over other market participants. You must show the investor that it is your project that is worthy of financing, that it is your business idea that will bring him the maximum profit. Here you can even indicate that your business has a more advantageous location, you have qualified specialists, you have a patent for a unique invention, etc.

This applies not only to the aggregate characteristics of the company, but also to the performance of services and / or products. Tell why your product will be more interesting to the consumer than a similar product sold by competitors. It is understood that before writing this paragraph, there will already be a detailed analysis competitors in this region, which will be reflected in one of the further sections of the business plan - “ Marketing plan».

Company's financial performance

No movement required Money for the entire existence of the company, it will be enough to provide a report for the last 3 years. This data should include the following information:

Expense and income statement
Cash flow statement for specified period time
Enterprise balance

All this should be prepared by the accounting department of the organization. The specified information does not need to be entered directly into the "body" of the business plan, it will be enough to make a link to the annexes to it.

Problems to be solved

There are problems in any business (of course, except for what is still being planned), so if you do not indicate them, then they simply will not believe that they do not exist. Issues that need to be addressed can be identified in in general terms, a separate section of the business plan will be devoted to this. Briefly, the changes in normative documents, increased control by the relevant authorities, the “intrigues” of the crisis that has begun, etc.

Description of your product or service

At this point, you can give free rein to your eloquence, which, however, should not “run ahead” real facts. Describe what exactly your product or service is, why you expect it to be in demand, what are the prospects for development - in general, everything that is possible.

On this section "Description of the company" can be completed, and proceed to the next stage of drawing up a business plan - description of services and products.

Hit the problems of the target audience

look at the big ones international companies. Almost always, they begin the story by describing how their creator or team of specialists came up with an impressive idea. Be it very delicious drink or diapers - it doesn't matter, the presentation is important.

It is usually told that a person did something for himself and appreciated the result. And then I thought that I need to make the lives of others better. And further text is served with sauce "we work for you". The technique works flawlessly.

Try to cover the most important questions. Surely your consumers have doubts, for example, a long wait for an order or long queues. Make sure they don't run into this. Just do not cheat, otherwise you will achieve a negative marketing effect.

This technique is used almost everywhere. Especially when you order. Everything revolves around the problems of the target audience.

How to get into the problems of the target audience

A good idea is to allocate a separate block for closing the problems of the target audience.

For example, you have a pizza delivery service. The main problem of the target audience is the quality of dishes and the speed of delivery. Play it up in your company text:

« In 2007, we expanded the hot shop. We installed new equipment from the company N and began to bake up to 100 pizzas per hour. No quality loss.

To ensure that you always receive hot meals, we have changed the approach to delivery. We carefully select couriers, conduct monthly Maintenance cars and installed navigators showing traffic jams. The courier will reach you in 1 hour, even in the snow and the apocalypse. Or you get pizza for free».

See? We raised the problems of the target audience, showed what we did to solve them and what results it led to. This is both a story and an advertisement. Try to use this technique in the block about the growth and development of the company.

Engage in dialogue with clients

Since you need to tell the story of the company and not miss the marketing effect, try to get in touch with the customer right away. Raise important questions and answer them right away. You can communicate with the visitor in person, that is, greet him and positively invite him to immerse himself in the history of the company. Reception is effective and suitable for almost any company.

How to enter into a dialogue with the reader

Appropriately use appeals to the target audience. In the spirit of "we did something for you." For example, " We have updated the taxi fleet to improve the comfort of travel. Now executive-class cars with air conditioning and a mini-bar will come to you. Ride in comfort».

Talk to the reader in other blocks. For example, talking about the very idea of creating a company. " In 2001, we analyzed the real estate market and realized that there were few honest realtors on it. And we understood - it's time to solve this problem so that you can buy quality apartment no tricks».

Feel the rhetoric? We deal directly with the client. Show him a benefit or tell a personal story. This is cooler than a dry listing of facts and achievements.

Give a development story that solves customer problems

You can talk about key milestones. For example, opening a new branch or introducing advanced technology. It is important here to link the event to customer problems.

For example, your target audience wanted fewer lines. And you solved it by introducing an electronic coupon system. That is, show that your task is to solve customer problems, and not just generate profits.

Keep your target audience in the spotlight and try to get her interested in working with you. Proceed as in . But be careful, more secretive.

How to show development history with customer problem solving

Keep the reader in the spotlight, even if you list the main stages of the company's development.

First, sketch out the main milestones on paper. In 2001 we bought new machines, in 2004 we expanded the plant by 2 more workshops, in 2008 we introduced technology to improve product quality. Write whatever comes to mind.

Then clear the story of useless moments for the reader. For example, there is no interest in the next meeting of shareholders or a corporate holiday. This is a subject for a press release or news.

Take the remaining facts and twist them in the direction of the reader. For example:

We bought new Y machines and improved the quality of our products by 21%. Now your washing machine will last 2 years more! Save on technology wisely.
We built 2 new workshops and entered foreign markets. The cost of all products fell by 15% and retained the same quality. You will have money left for nice little things and useful accessories.
We have implemented new technology window soundproofing. The apartment will become 40% quieter - even the loudest alarm will not interfere with your rest.

Take an important event, see what it led to, apply it to the interests of clients and write. So you get to the heart of the target audience.

Show professionalism

Since without important events and successful transactions are impossible, then this can confirm your professionalism. Submit your diplomas interesting examples works or just eminent clients. Ideal if you have worked with big companies known to everyone.

Do not slip into formalism. Try to submit important topic with a positive attitude and show that you are trusted for a reason.

How to show professionalism and expertise

There are several options here:

Place diplomas and sign them. Tell us in a nutshell why you received them, what was done for this. Maybe you learned something while participating in the next competition?
Show big clients. Tell what you have done for them. Show photos of the project, describe what results you have achieved. Briefly, leave the full analysis for the case. Most importantly, remember about the signed NDA, so as not to blurt out too much.
Show your coolest project. Is there something unreal, large and expensive in the bins? Show it. Make a separate block in the spirit of "in 2010 we built a complex spherical house in the region." Next, briefly describe the uniqueness of the project and what you learned. Translate the text into the world of the reader, adding how your new skills will help future clients.

Give the company a face

Most companies prefer to hide behind faceless images. As a result, people get the impression that they will work with a number manager. Such an invisible person does not cause a feedback emotional connection.

So good decision will post photos of important employees. Or even a small video presentation of the company. This will humanize the organization in the eyes of the visitor, giving additional credibility.

Here you can add principles, ideas and ideals. Show that you work not only for profit. In addition to it, there is some kind of mission, aspirations and social responsibility.

It is worth noting that I myself do not always follow this point. You can see this on the site, where I appear as Lemur-copywriter.

How to give the face of the company

Make a stand with branding. Or take a picture against the backdrop of a monochrome canvas, and then replace it with branding.
Take a photo of each employee. Previously, you will have to work with those who doubt their appearance. Support them, include them in the process of preparing and processing photos. The more a person is interested, the less nervous he is.
Post photos on the site. Sign: who is it, what does it do, how does it help clients.

Remember: You can't use stock photos. All these images of Harolds grinning forcedly reduce the credibility of the site. Any person who has been on the Internet for more than a month will immediately burn fake pictures.

Hook the customer

It is not enough just to write all the necessary information in the history of the company. You also need to keep the client, constantly reminding him of yourself. And this can be achieved without running after each visitor.

Just place at the end of the newsletter subscription form or a call to join a group on social networks. In exchange, you can promise a free book, small bonuses, or just regular sending of interesting and important information.

The result is obvious. The client is on the hook and constantly remembers your company. Therefore, when he needs the appropriate services, the right brand will immediately pop up in his brain.

How to lure a customer into a sales funnel

Make the shapes noticeable but not annoying.
Simplify your subscription. Minimum fields to fill in and action in one click.
Work with the audience. Set up a welcome message. Let the client see that you immediately keep your finger on the pulse.
Send regularly interesting information. Send out a newsletter every one or two weeks. No spam. Let the user feel comfortable and trust you.

Remember how the big three SMM specialists do it. Beeline regularly teases MTS and vice versa. All they are looking for is controversial or interesting posts users and respond under them. Such tweets and posts on social networks regularly visit major entertainment resources. And this is virality and conversion growth.

Summarizing

Writing the history of a company is a very interesting and non-trivial task. You need to balance between informative and narrative elements. Each organization has to choose its own “ratio of ingredients”.

I would say that sometimes it is easier to compose . But there is something to tell about every company. It is important to delve into the available information, split the owners and convey the whole essence to the reader.

Based on the above, you can try to create a compelling text yourself. Play with formats, include new items or remove old ones. The result might be interesting.

Or just contact Lemur-copywriter. I will write you an interesting text about the company that catches users.

About company

Trading and production company "SPA Bell" is an active participant in the market of goods for beauty and health. The company started its activity in 2011, using the high innovative and scientific potential of professionals in the field of cosmetology, herbal medicine and hygiene for a successful start.

Today, the company successfully sells exclusive products on the Russian market, which include highly effective natural ingredients. The product range is promoted under registered trademarks SPA Belle and "Warm hugs" in all federal districts Russia.

Goals and objectives

Being a major operator in the field of wholesale and retail trade in consumer goods, SPA Bell conducts expert and marketing research markets. Responding to market demands, the company solves promising tasks:

tracking current trends in consumer demand in key business segments
production unique goods impeccable quality, in stable demand among consumers
creation and launch of brands that are leaders in their market segment in terms of key parameters
achieving maximum efficiency in cooperation with partners, distributors and end users products

Company's mission– take a leading position in the market of health and beauty products, meeting the needs of society in an innovative and useful product.

The company has warehouses finished products in the Moscow region and a team of experienced professionals with specialized education, pursuing an advanced marketing policy. To provide best conditions deliveries, cooperation with large transport and logistics companies of the full cycle is carried out, which guarantees the prompt delivery of the ordered assortment to any point in Russia.

The products are produced on contract manufacturing in the Republic of China under the careful control of specialists. The production partners of the company have high-tech European equipment and a modern testing laboratory, which allows us to offer customers an impeccable product of world-class quality. All products manufactured under the TM SPA Belle and "Warm Embrace" are certified, meet all the requirements and existing quality standards adopted in Russia and the EU.

Our production

The products meet the requirements of the European consumer - designer individual packaging has been developed, the size range has been optimized, and the popular color range of products has been tested. Today, the company is successfully developing the following areas, supplying branded products to the market:

Cosmetic products for skin care of hands and feet SPA Belle. Gel-impregnated moisturizing gloves and socks, SPA Belle moisturizing gloves and socks set, blue and pink. Materials and ingredients are used to manufacture products highest quality. The composition of the gel was developed by the company's specialists and tested with the participation of leading experts in the cosmetic industry. Only natural ingredients are used (grape seed oils, jojoba, olive, lavender) and materials - knitwear made of cotton of the highest quality.

A series of products for beauty and health "Warm hugs". Products are supplied with inserts filled with natural hypoallergenic buckwheat granules and seeds from French lavender buds. Used for warmth and comfort. Attractive heating toys for children and adults - attractive characters are used (cow, monkey, ladybug, sheep, duckling, elephant, bear, giraffe). Aromatic herbal warmer socks "Warm Embrace", beige and purple.

Our achievements

The company successfully cooperates with trading enterprises, pharmacy chains, online gift and cosmetics stores, electronic hypermarkets, perfumery and cosmetics chains and beauty salons. The nearest plans of the company include opening representative offices and active distribution in the Baltic and CIS countries.

SPA Belle is an active participant of all-Russian and international exhibitions in the beauty industry and modern cosmetology. In the near future, participation in such specialized exhibitions as "Inter Sharm", the International Exhibition EXPO BEAUTY in Riga and BALTIC BEAUTY.

The main priorities in the activity are the constant development and expansion of the range, the implementation of relevant market ideas and the production of new products. The competence and professionalism of the company's specialists, a well-thought-out pricing policy are a reliable basis for mutually beneficial and promising cooperation with partners.

On this topic, the author writes that after looking through more than 300 pages of “about us”, he came to the conclusion that few people know how to make this page effective. Although this is perhaps the most important page, it is here that they decide whether to continue communicating with you by phone or in person.

Common copywriter mistakes

the text “about us” is written in the third person (about the mythical “them”, it turns out);
widespread use of stamps a la "team of professionals";
boring long texts instead of videos, infographics, photos of employees;
boring short texts (a few sentences and contact information), unsuccessful or low-quality photos of the team;
arrogant texts and negativity about competitors (“do you still buy from these losers?”);
the nuances of the perception of web content are not taken into account (we read the materiel - Jacob Nielsen);
“Bug” and pompous or, on the contrary, familiar tone (leave “You” for personal letters);
ignoring text markup (readers “scan” your page and quickly highlight snippets that they should read - for example, this list);
ignoring - a good font is as readable as possible and will please readers (and you will get a plus in karma for this);
small print (recommended 14th size), bright color backgrounds, animated banners (all this is very annoying for an adult audience).

Readers are looking for the answer to the question “how can you be useful to me?” on the “about the company” page, so it makes no sense to write dry facts and figures - it is better to emphasize the advantages against the background of competitors. Coffee for checkin? Free shipping? Facebook fan discount? Recycled packaging? Do you donate part of the profits to a charitable foundation? Saving up for an office in Miami?

A good example is the email marketing service Mailchimp. Already in the second paragraph they write:

But enough about us—let's talk about you. Whether you own a business or manage email newsletters for clients, you need an email-marketing service that takes care of the complicated stuff so you can focus on your job.

By the way, they have a separate respect for the image. They chose a monkey as their corporate character. The site has replicas of the character and a lot of great (photo)graphic elements.

On the "about us" page of the English printing company MOO:

When we say "we love to print", we really mean it. In this section you"ll find out more about MOO and the work that goes on behind the scenes. From the paper to the packaging, the people and the press. Pull up a chair and make yourself at home.

Another example is the Kazakh company GOOD! , which offers services in the field of marketing and advertising, writes beautifully and concisely:

And this is how the text about Rutorika begins:

Each part of the story is functional, informative, and engaging. This is the rare case (I speak as a copywriter) when graphic performance wins over text. By the way, it is noteworthy that after the Our Story tab, Your Lifestyle follows.

It is beneficial to make this page attractive - it is visited not only potential clients but also applicants. A rare company is not looking for valuable personnel for the future. In addition, partners, contractors and competitors watch it.

The “about us” page is also needed by online stores. Otherwise, you have to look at the copyright (year of creation) and look for reviews. But you can make the task easier by creating a good, selling page about the company and collecting a kind of FAQ (answers to frequently asked questions).

By the way, this great option work with - even if there are any, you need to answer them and offer an alternative. A "faceless" business can be revived by showing who works in the office, who delivers the goods, and so on. Remember why the company is popular (yes, even tracing paper with Ben and Jerry's).

Try to express the principles of work, business philosophy and you will immediately find like-minded people. The more extraordinary you do it, the more resonance you will cause (at the time to attract!). And the most important thing is to be able to briefly express the essence. What is needed is not a slogan (although it also does not hurt), but positioning. And you need to enter it in the description field (page meta tag), so that everyone is clear and light in their hearts :)