A great company profile should be filled not only with descriptions of products (or services), but also some sense or personality of the business' culture. Adding information about the company's purpose, community support or mission (not one of those trite mission statements, though) can add human personality to a profile, thus adding interest to the reader.
People relate to people. So, add something from a human perspective.
Your business could explain how profits benefit local animal shelters or homeless populations or you might even employ a humorous style in the description if it's appropriate to the company's products.
My own profile talks about my belief that 'marketing is a spiritual practice' because in my experience a company thrives the closer it matches it's values and purpose that is at the 'soul' of that company. No, it's got nothing to do with religion. But it has everything to do with marketing not being hype, but being a deeply felt expression of a company's core competency, attracting clients who are right for one's company--that's the reason to infuse personality.
I've always enjoyed the clever and silly product descriptions of Benefit Cosmetics -- and I don't even wear makeup cos am a guy that loves my natural self.
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