Potential clients will want to see what they will be getting and well taken pictures (clear, well lit, framed properly, i.e. Not taken on your cell phone) are the easiest and most striking way to do this. Ask around your workforce, somebody is sure to know someone with a good camera.
Of course pictures are nothing without context, so explain the pictures, what was the project? Explain the budget and explain how you delivered it. Express your cost management, tell them how you kept to schedule and let them know your excellent safety record.
But don’t bore them to tears though; keep it short, sharp and accurate. Also worth including are any unions, trade groups or professional associations you are a part of, this will assure you potential client that you are everything you say you are.
Towards the end of the document include an equipment list. This is handy as it will offset any fears in the potential customer’s mind that they may have to fork out extra money for extra hiring fees. If you’ve got everything let them know.
Also try and include quotes from previous happy customers, again take pictures, so as to illustrate you’re not faking these accounts. Don’t overdo it though; you need to find a balance.
Include details of insurance, your DBE (Department of Business and Employment) record of compliance and your EOE (Equal Opportunities Record) record. This was show that your company aren’t a bunch of cowboys and are completely legitimate.
Try and reflect your company, is it a family business? Say so. Are you a quick and efficient outfit, say so and reflect this in the style of you company profile.
Basically, what would you want to hear before someone built on your land? Include that and then some.