I’ve been managing company LinkedIn pages for clients for many years but never had my own.

Why? I’m my business. Pepper Social is little old freelancer me. I didn’t need a business page. The power of LinkedIn is in personal engagement, and I didn’t need a page for that.

BUT… As new features have rolled out, I’ve found myself wanting to “play.” To experiment and I never do that with my client’s accounts.

So this week I bit the bullet and Pepper Social now has a LinkedIn page. A sandbox for me to test and experiment as well as share information about my business.

As I go through the process, I’m going to document it in blogs. I’ll share tips to help you get the most out of your company LinkedIn page.

And this first blog on the subject deals with Creating your Company LinkedIn Page.

The more complete your profile, the more your account appears in searches. Searches for the thing that you do. The product you sell or the service you provide.

LinkedIn states that “Pages with complete information get 30% more weekly views.”

It stands to reason. A complete profile will be full of the keywords people are searching for, thus they’ll turn up in more searches.

And when they find you, a completed profile will start to build know, like and trust. It will show prospects who you help, how you do it, and show them the next step to working with you.

Here’s what you’ll need to fully complete your LinkedIn Business Page…

1) Logo and Cover Image

These images will give the first impression of your brand.

If you don’t have a logo and are a freelancer or sole trader, use a headshot of you. Use a picture that looks friendly and approachable. Well-lit, smiling, making eye contact.

If you don’t have a suitable image for the cover, you can create one using free design software such as Canva.

LinkedIn company page Canva covers

Things to bear in mind when creating your company LinkedIn page cover:

  • Keep any text large enough to be read on a mobile device.
  • Logo images are 300 x 300 pixels.
  • Cover images should be 1536×768 pixels. If you use a template from Canva, you may need to resize it to these dimensions.
  • The Logo will overlay the cover image when people view your page. This may look different on desktop and mobile devices.
  • Check that your logo doesn’t obscure important information.
LinkedIn Company page desktop view

Looks fine on the desktop…

LinkedIn Company page mobile view

Logo covers part of the cover image on mobile.

I need to resize my cover image so that the Pinterest logo isn’t obscured.

If you are including text, keep it to the right side of your cover to avoid this issue.

2) Tagline

120 characters to tell is what do you do, for who.

What is your business, in a nutshell? Make it meaningful.

Avoid words such as “professional” “honest” and “passionate.” These should go without saying and are so overused they have lost meaning.

3) Buttons

Add a custom button to drive business actions through your LinkedIn page

In other words, your Call to Action.

When someone lands on your page, what do you want them to do next? What’s the next step to working with you?

At the time of writing, Button options are

  • Contact Us
  • Learn More
  • Register
  • Sign Up
  • Visit Website

Choose the option that best suits your current marketing goals.

The number of clicks this button receives is available in Visitor Analytics. More on that another day, but if you’re not sure which to pick, choose one then watch your analytics.

Test if people are clicking, and if they’re not, switch to one of the other options and see if that gets you better results.

4) Page details

Fully complete all the boxes here.

  • Your website URL
  • Company Size
  • Company Type
  • Phone Number
  • Year Founded

All this information helps you to show up in searches. It makes you look credible to people finding you for the first time.

Put your contact information front and centre so people can get in touch in the moment. If they click away to look up your details elsewhere, you risk losing their attention!

5) Description

LinkedIn suggests that you use the Description field to describe your organisation’s:

  • vision
  • mission
  • values
  • unique value proposition
  • the products and services that you deliver

In 2000 characters or less 😉

If in doubt, write with your ideal client in mind. Probably they don’t care too much about you, they’re more interested in how you can help them.

So talk about the problems that you solve and how people can work with you to solve their problems.

Remember to include keywords so that your page appears in searches. What would your ideal client type into a search to find what you sell? Include that language in your description.

So there we have it – everything you need to know to complete your company LinkedIn page.

If you’d like 1-2-1 training or to outsource this job, get in touch Lynda@peppersocial.co.uk