By Julia Sames | January 24, 2023

OK — so you’ve built your LinkedIn page, probably uploaded a company logo and tagline, nailed down a content strategy, and started posting. Yay! Good news, the hardest part is over.

But in an effort to get your page up and running quickly, you probably missed some opportunities for optimization that are worth taking a closer look at.

Depending on your company’s brand identity and your goals for this LinkedIn page, you may not need to complete every single one of these optimization steps. (Although the first three, I would say, are musts!) Take a look at this list and see which of these opportunities make sense for your brand.

Call to action buttons

You know how when you visit a LinkedIn business page, there’s a button at the top that says “Visit website”? Did you know that LinkedIn gives you the option to customize what that button says? Yep!

For most businesses, “Visit website” will be the best option. But maybe you’re a nonprofit and looking to attract new volunteers to help for an upcoming event. You can change your call to action button to “Volunteer.” Maybe you’ve just launched a huge fundraising campaign. You can change the CTA button to “Give.”

Check it out and see what works best for you!

Header image

1,128 x 191 pixels. I know, it’s a really weird size to work with. Rather than trying to make a sliver of a photo work as your header, we would recommend making a custom graphic. (Don’t panic — you can do it for free and very simply in Canva!)

This allows you to sneak in some more information on your business in a space that can double as a headline. We would recommend including the business name, 10 or fewer words about your business, and an eye-catching visual element such as a photo.

Once you’ve landed on a graphic you like, upload it, and then check to see how it looks on mobile. Because your company logo takes up more space on mobile, you may have to play with the design a little so you don’t cut off any information.

Description

You have a punchy business tagline, but do you have an optimized description?

This section (which you can edit under Edit page > Overview > Description) is required to fill out when you’re creating your page. Odds are you didn’t hit it out of the park on your first try.

Now that you have a better feel for your page and your brand voice, fill out this section with SEO-friendly words about your company. Be thorough, but not exhaustive. Just because you have 2,000 characters here doesn’t mean you need to use them all. Prioritize readability above all.

Also under this section, make sure you’ve selected all “specialties” that may apply to your business, since this also increases searchability.

Commitments

Right under the Description section, you’ll see an option to add company “Commitments.” This is a relatively new feature on LinkedIn that allows you to tell future employers which values your business stands for — whether it’s work-life balance, environmental sustainability, social impact, DEI, or career growth and learning. You can choose all five, but we recommend really honing in on the values that are in fact most important to your company.

Under each commitment, you can add more context about what this looks like at your company: a list of programs, and up to five examples of supporting materials such as blog posts, company pages, podcasts, or videos.

Even if you aren’t currently hiring, this is a great venue to show what your company stands for, and adds depth to your brand.

Videos

When a visitor is viewing your company page, video posts show up near the top, right below the About section. You don’t need to be constantly filming videos for LinkedIn, but make sure you have a few to fill out this section that showcase your brand.

If you don’t know where to start, ask customers if they would be willing to film a testimonial for you, or record yourself speaking about the genesis of your business. 

Native articles

Posting any articles on LinkedIn is a great way to mix up your content. But if you’re looking to draw eyes to your page, the best thing you can do is publish your own articles natively on LinkedIn.

Anything you would write as a blog post for your website will work perfectly for this feature. In fact, if you already have a blog up and running, you can (and should!) repurpose those posts as LinkedIn articles.

Think about long-form comments on your industry, stories that exemplify how you grew your businesses, challenges you’ve faced, etc.

Events

Do you have any company events coming up? Are you hosting any webinars? If you are, make sure to include all the info in an event on LinkedIn. This is a great way to attract more people to it!