Your company story matters.
But for an international buyer looking for a supplier, it is only the beginning.

Many industrial companies have a detailed “About Us” page.

Founded in 1998.
Three generations of experience.
A founder’s story.
Company values.
Factory photos.
Number of employees.

All of this can be useful.

It helps buyers understand who you are.

But when an international buyer starts evaluating a supplier, they will usually ask much more:

Can you manufacture what I need?

Do you have relevant experience?

Do you understand my industry?

What manufacturing capabilities do you have?

What certifications or evidence can you provide?

If I want to request a quotation, what should I do next?

These questions cannot be answered by an About Us page alone.

1. “About Us” Answers: Who Are You?

The main purpose of an About Us page is to introduce the company.

For example:

We were founded in 1998.

We have more than 25 years of manufacturing experience.

Our factory is located in Taiwan.

We have 120 employees.

These details help buyers understand your background, history, and scale.

But they do not necessarily answer the more important question:

“Is this company right for what I need?”

That is the limitation of an About Us page.

It answers:

Who are you?

But buyers also need to know:

Can you help me?

2. Buyers Care About More Than Your Company Story

It is easy to build a website from the company’s perspective.

Inside the company, these things naturally feel important:

“When were we founded?”

“Who started the company?”

“What milestones have we achieved?”

“What are our values?”

But an international buyer may only spend a few minutes evaluating your website.

They are more likely to look for:

Products

Specifications

Manufacturing capabilities

Industry experience

Certifications

Applications

Technical information

How to request a quotation

So the question is not:

“Is the About Us page important?”

Of course it is.

The better question is:

“Is the About Us page being asked to answer questions that should be answered elsewhere on the website?”

3. Your Company History Should Connect to Buyer Needs

When your company was founded is not necessarily the most valuable information.

What matters more is:

Why does that experience matter to the buyer?

For example, instead of simply saying:

“Founded in 1987 with more than 35 years of experience.”

you could explain:

“With more than 35 years of precision machining experience, we support manufacturers of industrial equipment that require high-precision components.”

The second statement is more useful.

Because it connects:

Your experience

with

the buyer’s needs.

That is what industrial website content should do.

4. Turn “We Are Professional” Into Evidence

Many About Us pages say:

“We are a professional, reliable, and trusted manufacturer.”

But the buyer may ask:

Why?

If your website wants to build trust, it needs to provide evidence.

Manufacturing capabilities

What equipment do you use?

What processes can you handle?

What materials can you work with?

What are your production capabilities?

Quality

What quality-control processes do you have?

Which certifications do you hold?

How do you inspect your products?

Industry experience

Which industries do you serve?

What applications do you support?

Do you have relevant project experience?

International experience

Which markets do you serve?

Do you have export experience?

Are you familiar with international customer requirements?

The difference is simple:

Not just:

“We are professional.”

But:

“Here is the information that helps you judge whether we are professional.”

5. Every Important Buyer Question Needs a Place

A common problem with industrial websites is that everything is placed under About Us.

Company history is there.

Factory information is there.

Manufacturing capabilities are there.

Products are there.

Certifications are there.

Eventually, the page becomes a very long company introduction.

But that does not necessarily make it easier for buyers.

A better approach is to give different pages different jobs.

For example:

About Us
Who are we? Why do we exist?

Products
What do we manufacture?

Capabilities
What can we actually do?

Industries / Applications
Who do we serve?

Quality & Certifications
What proves our reliability?

Resources
What technical information does the buyer need?

Contact / RFQ
How can we start?

This allows buyers to find the answer they need without reading your entire company story.

6. About Us Is Still Important

This does not mean your About Us page should disappear.

Quite the opposite.

A good About Us page can answer important questions:

What kind of company are you?

Why does the company exist?

What is your background?

What experience have you built over time?

What do you value?

But the best About Us page does not try to contain everything.

Its role is to provide a credible company background.

Then it can guide buyers toward the information they want to explore next.

For example:

“We have more than 30 years of precision manufacturing experience.”

Then:

Explore our manufacturing capabilities →

Or:

“We have long-term experience serving automotive and industrial equipment customers.”

Then:

Explore our industry applications →

In this way, About Us becomes part of the buyer journey rather than the destination.

7. From “Introducing the Company” to “Helping Buyers Evaluate”

This is one of the most important shifts an industrial website can make.

A traditional company website might follow this structure:

Who we are → Our history → Our products → Contact us

A more buyer-focused website might follow this logic:

What I need → Can you provide it? → Can you meet my requirements? → What proves it? → How do I start?

Both approaches introduce the company.

But the second is much closer to how a buyer actually evaluates a supplier.

Because buyers do not visit your website simply to learn your company history.

They are trying to decide:

“Is this company worth contacting?”

What Should a Better About Us Page Do?

A good About Us page does not need to answer every question.

It should do three things:

01｜Establish the background

Tell buyers:

Who are you?

02｜Build credibility

Show buyers:

Why should they trust you?

03｜Guide further exploration

Help buyers understand:

Where can they go to learn more?

For example:

Explore our capabilities →

View our products →

See our industry applications →

View our certifications →

Contact us →

This makes About Us one part of the buyer journey, rather than the centre of the entire website.

The Takeaway

About Us is not useless.
It simply should not have to do the job of the entire website.

Your company story can establish the background.

Product pages can explain what you make.

Capability pages can demonstrate what you can do.

Industry pages can show relevance.

Certifications can build trust.

An RFQ or Contact page can help buyers take the next step.

When all of these work together, the website becomes much more useful to the buyer.

Ask a better question

Instead of asking:

“Is our About Us page complete enough?”

Ask:

“What else does an international buyer need to know before deciding to contact us?”

That is the real role of an industrial website.