You can go to http://www.worldoflogs.com and create an account there for your guild (or your guild master can do it). When you go to some raid, type /combatlog to start logging that raid. When raid finishes, type the same command again to end logging. After that, go to worldoflogs.com and upload your latest raid.
The whole process might sound complicated at start, but it really takes only few minutes. More info here : http://worldoflogs.com/help/index/
Once logs are uploaded to World of Logs it will automatically appear on wow-heroes character page.
Everything works properly on your character page as you can see on the screenshot . If this field is closed for you ,at the end of the World of Logs line on your character page you can click on the - sign.
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Heh, just when we made a quick fix to search for "The Venture Co." (with a dot at the end), they changed it so that it's the same as on Armory - "The Venture Co" (no dot).