What to Include on a Manufacturing Company’s ‘About Us’ Page

Many manufacturers take a familiar approach to their ‘About Us’ page. There’s often a quick founding date, a few bullets about capabilities, maybe a stock mission statement that could apply to anyone. 

Sure, it checks the box, but it doesn’t move the needle. Today’s B2B buyers are scanning your ‘About Us’ page for signals: Are you a vendor they can trust with high-stakes work? Do you get the realities of their industry? Will you still be around five years from now?

Read on as we break down what manufacturers should include in an ‘About Us’ page to build trust, earn credibility with technical audiences, and move deals forward.

In this blog

• Why your ‘About Us’ page matters more than you think
• What to include on a manufacturing company’s ‘About Us’ page
  • Your core focus
  • What sets you apart 
  • A quick origin story
  • Leadership and team info
  • Visual cues
  • Proof points, including client highlights, industries, or quick use cases
  • A clear link to your capabilities or RFQ page
• Common mistakes to avoid

Why your ‘About Us’ page matters more than you think

Before they send an RFQ or hop on a call, sourcing teams are scanning for signs of stability, leadership depth, and whether your team understands their industry’s challenges. Your ‘About’ page is where those early impressions form.

More importantly, it’s one of the only places to show your “why”. Every manufacturer lists capabilities. Few explain what drives them. Whether it’s helping medtech companies move faster or supporting aerospace engineers on the edge of innovation, your deeper motivation is what separates you from commodity suppliers.

Ultimately, if your ‘About’ page is dated or vague, even top-tier capabilities will feel suspect.

What to include on a manufacturing company’s ‘About Us’ page

1. Your core focus

Your first paragraph should answer the most important question in your visitor’s mind: What do you do, who do you serve, and why does it matter? 

Don’t bury this under corporate history or generic statements about quality; lead with your core value proposition. 

2. What sets you apart

Don’t list every certification you hold; instead, focus on differentiators that matter to your target customers. 

Maybe you’re the only shop in your region with a specific ISO certification. Perhaps you’ve developed a proprietary process that reduces lead times by 40%. Or maybe your team’s deep experience in a particular industry gives you insights competitors can’t match.

3. A quick origin story

Skip the detailed company timeline and focus on the “why” behind your founding. The best origin stories connect your company’s roots to how you serve customers today.

4. Leadership and team info

B2B buyers want to know who they’ll be working with, especially for complex or high-value projects. Include key leadership with relevant experience, but focus on what matters to customers, like industry background, technical expertise, or years solving similar challenges.

5. Visual cues

This is where manufacturing companies have a huge advantage over service providers. Your equipment, facilities, and processes are tangible proof of your capabilities, so include photos — not stock footage — that showcase:

• Your actual facility and equipment
• Products you’ve made (when customer agreements allow)
• Quality control processes
• Team photos from the shop floor

6. Proof points, including client highlights, industries, or quick use cases

Social proof is crucial in manufacturing, where mistakes can be costly. If you can’t name clients due to NDAs, use industry categories or project types demonstrating your experience and track record.

7. A clear link to your capabilities or RFQ page

Many manufacturing buyers are ready to move quickly when they find the right supplier, so make it easy for them. Include clear links to your capabilities page, RFQ form, or contact information. 

Common mistakes to avoid

Even companies with strong capabilities can undermine themselves with poor ‘About Us’ pages. Here are the biggest mistakes we see:

• Leading with a timeline: While longevity can be a selling point, it’s not the most important thing on a buyer’s mind.
• Writing from an internal POV: Phrases like “Our dedicated team of professionals” or “We pride ourselves on excellence” sound like corporate speak because they are. 
• Using jargon or boilerplate statements: Mission statements like “To be the leading provider of innovative solutions” could apply to any company in any industry. If your mission statement doesn’t specifically relate to manufacturing or your target market, scrap it. 
• Not making it mobile-friendly: B2B buyers often research suppliers on mobile devices during downtime or travel. Use short paragraphs, bullet points if possible, and clear subheadings to make your content scannable.

The goal of your company’s ‘About Us’ page is to educate, but more importantly, build trust with buyers. In manufacturing, where buyers can’t kick the tires on every capability, that trust often becomes the deciding factor between you and a competitor who looks similar on paper.

Not sure if the rest of your marketing efforts is sending the right signals? Our free ebook walks you through a quick audit, complete with with checklists, examples, and tips. Download it here.

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