Most Export Companies Get Their About Us Page Wrong

Thu, 17 Sep 2026 10:05:00 +0800

When building an independent website for an export business, one of the most overlooked pages is the About Us page.

Many business owners think of this page like this:

“This is just where we introduce our company.”

So when you browse through export company websites, you often see almost identical copy:

We are a professional manufacturer with more than 10 years of experience…

Our company was established in 2015…

We provide high-quality products and competitive prices…

Customer satisfaction is our first priority…

Are these statements wrong?

Technically, no.

But there is one major problem:

After reading them, customers still have no idea why they should choose you.

And that is one of the most common problems with About Us pages on B2B export websites.

An About Us page should not simply explain “who we are.”

It should answer the question your potential customer actually cares about:

Is this company worth doing business with?

1. Your About Us Page Is Not a “Company Profile” — It Is a Trust-Building Page

When many companies build a website, they simply translate their traditional corporate introduction into English.

For example:

When the company was founded
Factory size
Corporate culture
Company vision
Company mission
A message from the founder
Company history

These things may be important from an internal company perspective.

But they are usually not what overseas buyers care about most.

When a potential customer visits your website for the first time, what they are really trying to figure out is:

Is this company legitimate?

Do they actually manufacture or supply this product?

Have they worked with customers like me before?

What are their production and delivery capabilities?

Is their quality consistent?

If something goes wrong, will someone take responsibility?

So a strong About Us page is not really about introducing yourself.

It is about reducing the buyer’s perceived purchasing risk.

This is especially important for B2B export businesses, where a single order may be worth thousands, tens of thousands, or even hundreds of thousands of dollars.

A buyer is not going to trust you simply because your website says:

Quality First, Customer First.

They need evidence.

2. The First Common Mistake: The Entire Page Is About “We”

Open many About Us pages and you will see:

We are…

We have…

We provide…

We believe…

We focus on…

The entire page is written from the company’s point of view.

That is a classic company-centric approach.

But what customers actually want to know is:

What can you do for me?

For example, imagine an industrial equipment manufacturer.

A typical sentence might be:

We are a professional industrial equipment manufacturer with 15 years of experience.

Now compare it with a customer-focused version:

We help distributors, contractors, and industrial buyers source reliable equipment with consistent quality, flexible customization, and predictable delivery times.

Both sentences describe the same company.

But they create completely different impressions.

The first sentence introduces the company.

The second tells the customer:

What we can do for you.

That is one of the most important mindset shifts when creating an About Us page:

Stop simply introducing your company. Start proving why you are worth working with.

3. The Second Mistake: Talking About Years of Experience Without Proving Capability

“10 Years Experience”

“15 Years Experience”

“20 Years Experience”

These are some of the most common claims on export websites.

But here is the problem:

Time itself is not a competitive advantage.

A company that has existed for 20 years is not automatically more capable than one that has been operating for five years.

What customers really want to know is:

What have you built during those years?

For example:

How many customers have you served?
How many countries have you exported to?
Which markets have you worked in?
How many production lines do you operate?
What is your monthly production capacity?
What types of customization can you support?
Which certifications do you have?
What testing capabilities do you have?
Do you have long-term customers?
Which industries do you mainly serve?

So instead of simply writing:

15+ Years Experience

A stronger presentation would be:

15+ Years Manufacturing Experience

Exported to 35+ Countries

500+ B2B Customers Served

20,000 Units Monthly Capacity

OEM & ODM Supported

CE / FCC / RoHS Certified

When customers see these facts together, they can start forming a real impression of your company’s capabilities.

4. The Third Mistake: Showing Lots of Factory Photos That Say Nothing

Many business owners know that overseas customers like seeing factories.

So they fill their About Us page with photos of:

Factories.

Owners.

Employees.

Offices.

Machines.

Trade shows.

But many of these photos do little more than prove:

“There is a factory here.”

That is not enough.

Good images should help customers answer important questions.

For example, a production line photo could include:

Production Line — 5 Assembly Lines / Monthly Capacity: 20,000 Units

A testing equipment photo could say:

100% Functional Testing Before Shipment

A packaging area photo could say:

Custom Packaging & Private Label Available

A warehouse photo could say:

Ready Stock Available for Selected Models

Now those images are no longer just decoration.

They become sales evidence.

5. The Fourth Mistake: Lots of Corporate Values, But No Real Cases

Many About Us pages love talking about:

Our Mission

Our Vision

Our Values

Innovation

Integrity

Quality

Responsibility

Cooperation

There is nothing wrong with including these.

But for an overseas buyer encountering your company for the first time:

Real examples are usually more convincing than corporate values.

You could tell customers:

Which countries you export to.

What types of customers you serve.

What problems you have solved for previous buyers.

For example:

A European distributor needed a customized product specification and private-label packaging. Our engineering and production teams completed sampling within 12 days and supported the customer through mass production and shipment.

This kind of content is extremely valuable.

Because the customer begins thinking:

“They have solved a similar problem before, so they may be able to solve mine too.”

That is the power of customer cases.

6. The Fifth Mistake: There Are No Real People on the About Us Page

This is a very common problem on many B2B export websites.

The entire website feels like it belongs to an anonymous company.

No sales team.

No engineers.

No project managers.

Sometimes there is not even a single real team photo.

But B2B business is still ultimately done between people.

Especially when large orders are involved.

Customers want to know:

Who will communicate with me?

Who will manage my project?

Who do I contact if something goes wrong?

That is why your About Us page should include some information about your team.

For example:

Sales Team

Responsible for quotations, order coordination, and after-sales communication.

Engineering Team

Supports customization, technical drawings, and product development.

Quality Control Team

Responsible for incoming inspection, production inspection, and final testing.

You do not necessarily need to publish every employee’s name.

But customers should at least understand:

There are real people and a real team behind your company.

7. The Sixth Mistake: The Page Is Not Written for Your Target Customers

Many companies try to describe themselves as everything at once.

Manufacturer.

Supplier.

Factory.

Trading Company.

Wholesaler.

OEM.

ODM.

Retailer.

They put every possible identity on the website.

And in the end, customers have no idea who the company is actually best suited to serve.

A good About Us page should clearly explain:

Who We Work With

For example:

We mainly work with:

Distributors
Importers
Wholesalers
Contractors
E-commerce brands
Retail chains
Project buyers

If your main markets are Europe and North America, you can be even more specific:

We primarily serve customers in North America and Europe.

This allows visitors to quickly determine:

Is this company suitable for my business?

8. The Seventh Mistake: Saying “High Quality” Without Explaining How Quality Is Controlled

Almost every export website uses phrases like:

High Quality.

Reliable Quality.

Strict Quality Control.

Premium Quality.

The problem is:

Every supplier says the same thing.

So these phrases alone are almost meaningless.

A professional website should answer another question:

How do you actually ensure quality?

For example:

Incoming Material Inspection
In-Process Quality Control
100% Functional Testing
Final Inspection Before Shipment
Batch Traceability
Third-Party Inspection Supported

Now customers are no longer seeing a vague claim that says:

“We have good quality.”

They are seeing an actual quality control process.

For buyers, the second version is far more credible.

9. The Eighth Mistake: No Specific Numbers

Numbers are one of the fastest ways to build trust on a B2B export website.

For example:

15+ Years Experience

35+ Export Markets

500+ Business Customers

8 Production Lines

98% On-Time Delivery

30+ Patents

20,000㎡ Factory

Numbers make your company’s capabilities more concrete and easier to understand.

But there is one important rule:

The numbers must be real.

Do not write things like:

“Exported to 100+ Countries”

“10,000+ Customers”

just because they make your company look bigger.

If a buyer investigates further and discovers that the numbers are obviously exaggerated, you may lose their trust completely.

One of the most important principles for any B2B export website is:

Credibility matters more than exaggeration.

10. What Should a High-Converting About Us Page Include?

If I were redesigning the About Us page for a B2B export website, I would usually recommend the following structure.

Section 1: Explain Who You Are in One Sentence

Keep it simple.

For example:

We are a specialized manufacturer of industrial lifting equipment serving distributors, contractors, and industrial buyers worldwide.

Within five seconds, the customer should understand:

What you do.

Who you serve.

Section 2: Key Company Facts

Create four to six simple data blocks.

For example:

15+ Years Experience

30+ Countries

500+ B2B Customers

20,000㎡ Production Facility

6 Production Lines

OEM / ODM Available

A quick glance should give the customer a basic understanding of your company’s scale and capabilities.

Section 3: What You Can Provide for Customers

Do not continue talking about your company.

Instead, answer this question:

Why should customers choose you?

For example:

Stable Quality
Flexible Customization
Competitive Lead Times
Low MOQ
Engineering Support
Private Label
Global Shipping
After-Sales Support

Section 4: Real Factory and Production Capabilities

Do not only show an aerial photo of your factory.

Show areas such as:

Production
Assembly
Testing
Warehouse
Packaging
R&D
Quality Control

And explain the specific capability represented by each image.

Section 5: Quality Control

Show customers that quality is not just a slogan.

It is a process.

For example:

Raw Material Inspection
Production Inspection
Functional Testing
Final Inspection
Packaging Inspection
Shipment Approval

Section 6: Customers and Markets

You can show:

Main export countries
Industries served
Types of customers
Real project cases
Trade shows
Business partners

If you have permission from your customers or brands, you may also display their logos.

Section 7: Your Team

Show real employees, sales teams, engineers, or management staff.

Avoid filling the entire page with stock photos of foreign-looking businesspeople.

Overseas buyers can usually tell.

Authenticity matters more than perfection.

Section 8: A Clear CTA

Your About Us page should never end with:

Thank you for visiting our website.

Tell the customer what to do next.

For example:

Request a Quote

Talk to Our Sales Team

Discuss Your OEM Project

Download Our Catalog

Contact Us

Because your About Us page is still a commercial page.

It should contribute to conversions.

11. The Real Question Your About Us Page Needs to Answer Is Not “Who Are We?”

When many business owners create an About Us page, they ask:

“How should we introduce our company?”

A better question would be:

“After reading this page, what reasons might the customer still have not to trust us?”

These are two completely different questions.

The first one makes you keep talking about yourself.

The second makes you think about the customer’s concerns.

If customers worry about quality, show your testing process.

If they worry about delivery times, show your production capacity.

If they worry about whether the company is legitimate, show your factory and team.

If they worry about lack of experience, show project cases.

If they worry about after-sales service, explain your support process.

If they worry about customization capabilities, show real OEM projects.

That is when your About Us page starts creating real commercial value.

Conclusion

Many export companies spend significant budgets on:

Google Ads.

SEO.

LinkedIn.

Facebook.

And customers really do visit their websites.

But they still receive very few inquiries.

The problem is not always poor traffic quality.

Sometimes the reason is much simpler:

Visitors cannot find enough reasons to trust the company after arriving on the website.

And the About Us page is one of the most important places for building that trust.

So your About Us page should not be treated as an optional corporate introduction.

It should be:

A Company Capability Page.

A Trust-Building Page.

A Risk-Reduction Page.

And one of the most important sales pages on your entire B2B export website.

A great About Us page should not simply make customers understand:

“What kind of company are they?”

It should make them think:

“This company looks worth talking to.”

About Us Page Examples for Manufacturers on 拾光集

Most Export Companies Get Their About Us Page Wrong

1. Your About Us Page Is Not a “Company Profile” — It Is a Trust-Building Page

2. The First Common Mistake: The Entire Page Is About “We”

3. The Second Mistake: Talking About Years of Experience Without Proving Capability

4. The Third Mistake: Showing Lots of Factory Photos That Say Nothing

5. The Fourth Mistake: Lots of Corporate Values, But No Real Cases

6. The Fifth Mistake: There Are No Real People on the About Us Page

Sales Team

Engineering Team

Quality Control Team

7. The Sixth Mistake: The Page Is Not Written for Your Target Customers

Who We Work With

8. The Seventh Mistake: Saying “High Quality” Without Explaining How Quality Is Controlled

9. The Eighth Mistake: No Specific Numbers

10. What Should a High-Converting About Us Page Include?

Section 1: Explain Who You Are in One Sentence

Section 2: Key Company Facts

Section 3: What You Can Provide for Customers

Section 4: Real Factory and Production Capabilities

Section 5: Quality Control

Section 6: Customers and Markets

Section 7: Your Team

Section 8: A Clear CTA

11. The Real Question Your About Us Page Needs to Answer Is Not “Who Are We?”

Conclusion