A company boilerplate is the text block that appears at the end of every press release. It’s a short biography of who you are, what you do, and why someone should care. It’s also where most companies sound like robots.
Open a handful of press releases and you’ll see the pattern immediately. “XYZ Inc. is a leading provider of innovative solutions…” Or worse: “Since our founding in 2010, ABC Company has been committed to delivering value to customers worldwide.” The language is generic enough to work for almost any company. Which is the problem.
Journalists read boilerplates. They check them first to understand who you are before deciding whether to cover your news. A weak boilerplate doesn’t just fail to persuade. It signals that you don’t understand your own business.
This guide covers how to write one that sticks.
What a Company Boilerplate Actually Does
A boilerplate serves three purposes. First, it establishes credibility. When a journalist encounters your company in a press release, they want to know you’re real, you’ve been around, and you’ve done something worth mentioning. Second, it clarifies your business. Most companies operate in blurry spaces where their actual work doesn’t match the category they claim. A strong boilerplate cuts through that. Third, it gives journalists a quote-ready summary they can drop into their article if they’re on deadline and don’t have time to do their own research.
That last point matters more than most companies realize. A journalist filing a story on a tight deadline will use your boilerplate nearly verbatim if it’s sharp and specific. A boring boilerplate gets rewritten or ignored. A good one becomes part of the story.
Why Most Boilerplates Fail
Boilerplate failure happens for predictable reasons.
The first is confusion about what makes your company different. Most founders can’t articulate this in one sentence, so the boilerplate becomes a list of vague capabilities. “We help businesses increase efficiency through digital transformation.” This describes ten thousand companies. It persuades nobody.
The second is an attempt to sound impressive. Corporate language creates distance from actual meaning. “Empowering enterprises to unlock next-generation potential” obscures whatever you actually do. Journalists have heard this 5,000 times. It reads as uncertainty disguised as polish.
The third is length. A boilerplate that runs 150 words isn’t a boilerplate, it’s a marketing pitch. A journalist who needs your company’s description will cut anything longer than 75 words. When they do, they usually cut out the good parts first, leaving generic filler.
The fourth is narrative mismatch. Your boilerplate should reflect what you’re announcing in the press release. If you’re announcing a funding round, your boilerplate should emphasize growth, team strength, or market position. If you’re launching a product, it should emphasize innovation or customer focus. A one-size-fits-all boilerplate that works equally poorly for all announcements is a boilerplate that doesn’t work.
The Anatomy of a Strong Boilerplate
A strong boilerplate has four parts. It takes about 60-70 words total.
The first part is identification and what you do. Not what you’re capable of, but what you actually make or do. “We build AI-powered tools for…” or “We operate a network of…” Be specific about the output. If you sell software, say that. If you provide services, name the service.
The second part is scope. How many customers do you serve? What’s your reach? This can be a number, a market position, or a list of customer types. Real data matters more than superlatives. “Trusted by 2,400 small businesses in 45 states” works better than “the leading platform for small business.”
The third part is proof. This is where you mention something that proves you’re not a startup pretending to be established, or a startup doing something that matters. Founded date works if you’ve been around five years or more. Notable customer count works. A specific achievement works. “Since 2016” or “Serving over 5 million searches per day” or “Recently expanded into enterprise accounts.”
The fourth part is optional but strong: a forward statement about what’s next. This can be a single phrase about your direction or focus. “Focused on expanding into Europe” or “Building the next generation of mobile-first tools.” This part is only useful if it’s relevant to the press release you’re announcing.
Here’s an example that works:
“Helix builds SaaS tools for logistics companies managing last-mile delivery. The platform serves 1,200 operators across North America, processing 40 million deliveries annually. Founded in 2019, Helix recently added real-time tracking to its core product.”
This is 47 words. It tells you what they make, who they serve, scale, proof of staying power, and what’s new.
Strong vs. Weak Examples
Let’s examine two boilerplates for the same fictional company.
The weak version: “CloudCore Technologies is a leading innovator in cloud infrastructure solutions. We are committed to helping enterprises transform their digital operations through cutting-edge technology and exceptional service. Since our founding in 2015, CloudCore has grown to become a trusted partner for businesses worldwide.”
This is 55 words but wastes them all. “Leading innovator” is filler. “Help enterprises transform digital operations” could describe a consulting firm, a software vendor, or a systems integrator. “Cutting-edge technology” means nothing. “Trusted partner” proves nothing.
The strong version: “CloudCore operates cloud infrastructure for mid-market SaaS companies. The platform handles database management and auto-scaling for 340 customers, processing 2 trillion database queries monthly. Since 2015, CloudCore has maintained 99.99% uptime and recently added real-time replication for disaster recovery.”
Same company, 57 words. But now you know what they do (cloud infrastructure), who they serve (mid-market SaaS), scale (340 customers, 2 trillion queries), proof (99.99% uptime since 2015), and what’s new (real-time replication).
The weak version tries to impress. The strong version informs.
Word Count Guidelines
Boilerplate length depends on use case.
If you’re writing a short press release announcing a hire or a partnership, keep the boilerplate to 40-50 words. Product launches and funding announcements can go to 60-75 words. Major announcements like acquisitions or pivots can stretch to 100 words, but anything longer is excessive.
A useful test: read your boilerplate aloud. If you have to pause for breath mid-sentence, it’s too long. Boilerplates should be scannable, not exhausting.
The hard rule is this: every word must earn its place. If you can remove a word and the boilerplate still makes sense and sounds better, remove it.
Customizing the Boilerplate
Your core boilerplate should stay consistent. It’s your company’s identity. But emphasis can shift based on what you’re announcing.
A funding announcement should emphasize team and growth potential. “We’ve built a team of 14, including former engineers from Stripe and Twilio. We’re currently profitable and growing 40% month-over-month.”
A product launch should emphasize innovation or customer need. “We designed this specifically because our customers told us they were spending three hours a day on manual data entry.”
A customer win or partnership should emphasize market position. “This expands our footprint in the financial services sector, where we already serve 80 of the top 200 banks.”
The shift is subtle but important. It signals that you understand the relevance of what you’re announcing.
Common Mistakes to Avoid
Don’t claim to be an industry leader unless you can back it with data. “Leading” means you have the most customers, the largest revenue, the longest track record, or the strongest position. If you don’t know you’re leading, you’re not.
Don’t list features as if they’re differentiators. Everyone offers “24/7 support” and “security.” If these are standard in your category, don’t mention them.
Don’t apologize for what you’re not. “While we’re not an enterprise solution, we…” signals weakness. If you’re not serving enterprises, don’t mention enterprises.
Don’t use metaphors or comparisons. “The Uber of X” died in 2015 and should stay dead. “We’re to X what Y is to Z” wastes words. Just describe what you do.
Don’t overthink it. Journalists appreciate clarity over cleverness. If your boilerplate requires an MBA to understand, rewrite it.
Testing Your Boilerplate
Here’s a simple test. Show your boilerplate to someone who knows nothing about your company and ask them to answer these questions:
- What does your company make or do?
- Who are your customers?
- How big is your company (roughly)?
- Why should I believe you’re legitimate?
If they can answer all four without guessing, you’re done. If they can’t, rewrite the failing section.
A second test: read competitors’ boilerplates. If yours sounds like theirs, rewrite. If a competitor could swap their name into your boilerplate and it still makes sense, rewrite.
When to Update It
Update your boilerplate when the company changes materially. New milestone (1,000 customers), significant funding, major product launch, expansion into a new market, or major hire. Don’t update it quarterly or when you hit small metrics. Stability matters.
A boilerplate is background information, not marketing. It should be evergreen enough to work in releases six months apart, specific enough to sound like your actual company.
The Boilerplate is Your Introduction
Think of the boilerplate as your first introduction to a journalist. You get 50 words to say who you are and why they should believe you.
That deserves care. Not overthinking, not endless revision, but genuine thought about what makes your company worth writing about and how to say it in plain language.
Write it once. Refine it based on feedback. Then use it for six months before considering an update. A strong boilerplate works harder than you think.