Insights / Copywriting
Guide · Company profiles · B2B
How to write a company profile that wins B2B contracts
What procurement teams in Jordan and the GCC look for, the sections every profile needs, and how to write it in Arabic and English for tenders, prequalification and new partners.
By Abdallah Al-Badarneh, Founder of ZARX · 4 min read
In short
- A company profile is a sales document. Its job is to make a buyer confident enough to shortlist you.
- Procurement teams skim for capability, proof and risk. Give them facts, not adjectives.
- Write Arabic and English natively, and make a separate edition for each market if your offer differs.
- Update the project list regularly. An old profile tells buyers you aren’t busy.
Who actually reads your company profile
For industrial, construction, IT and professional services firms, the profile is often the first thing a buyer sees after your name. It gets read by procurement officers checking whether you qualify, engineers and consultants checking whether you can do the work, and managers deciding whether you are worth a meeting.
None of them read it like a brochure. They skim. They look for the projects you have done, the clients you have done them for, the certificates you hold and the people who will run the job. If they can’t find those in a minute or two, you lose them.
What a company profile is for
- Prequalification and vendor registration with developers, contractors and government bodies
- Tender submissions, alongside your technical and commercial offers
- Partner introductions, when you approach an EPC firm, distributor or joint-venture partner
- Follow-up after outreach, so a short email can lead to a fuller picture
Each use has the same need: a buyer has to trust you before they talk to you.
The sections every B2B profile needs
1. Cover and one-line positioning
Your name, logo and one sentence that says what you do and for whom. “Industrial contractor for petrochemical, cement and energy plants in Jordan and Egypt” tells a buyer more than “Excellence in every project”.
2. Who you are
The facts: when you were founded, where you are based, your licences and registrations, team size and the markets you serve. Keep it to one page.
3. What you do
Your services, grouped by sector or by type of work. Be specific. List the actual work you do, such as tank fabrication, structural steel or network infrastructure, rather than broad labels.
4. Proof: your projects
This is the section buyers read most. For each project, give the client (if you are allowed to name them), the scope, the location and the year. A table is easier to scan than paragraphs. Add site photos of real work, not stock images.
5. Capability
Equipment, certifications such as ISO or HSE standards, key people and their experience. This is where you answer “can they handle a job our size?”
6. How you work
Your approach to quality, safety and project management, in a few clear steps. Buyers want to know what happens after they sign.
7. Clients and partners
Show clients you have worked with, but only with their permission. A logo wall without permission can cause more problems than it solves.
8. Contact
One named contact, a phone number, an email address and your office addresses. Make it easy to take the next step.
Write for skimming
- Use clear headings, so each section can be found in seconds.
- Put numbers in tables: projects, years, capacities, team size.
- Cut vague claims such as “leading”, “world-class” or “best in class”. Buyers ignore them. Proof does the work instead.
- Keep paragraphs short. One idea each.
Arabic and English: write both, don’t translate
In Jordan and the GCC, the same profile may go to a local government body and an international EPC firm in the same week. Each reader expects their own language to read naturally. A translated profile usually reads like one, and technical terms often come out wrong.
Write each language natively, with the right technical terms for that market. If your offer or partners differ by country, make separate editions. For DBICP, an industrial contractor, we produced two editions: one for Jordan, and a joint edition with its Egyptian partner company for work in Egypt.
Design and format
- Design for reading on screen and in print. Many buyers still print profiles for meetings.
- Keep the file small enough to email. Large files get blocked by company mail servers.
- Use one clear typeface, your brand colours and plenty of space. The design should make the facts easier to find, not compete with them.
- Name the file properly, for example “CompanyName-Profile-2026-EN.pdf”.
Keep it current
Add new projects and certificates as they happen, and review the whole profile at least twice a year. When a buyer sees recent projects, they see a company that is busy and trusted.
A quick checklist
- Does the first page say what you do and for whom, in one sentence?
- Can a buyer find your projects in under a minute?
- Is every claim backed by a project, a certificate or a number?
- Do you have permission for every client name and logo?
- Does each language read as if it was written in that language?
- Is the contact page clear, with a named person?
- Is the project list less than six months old?
We write and design company profiles in Arabic and English as part of our conversion copywriting service. See the profile we produced for AFAQ-AITS, an ICT provider, and for DBICP.
Next step
Find out what your business could achieve
30 minutes. Free. You leave with 3 to 5 clear priorities.
