Many businesses set up their LinkedIn company page, add their logo and never really touch it again, leaving the page sitting there doing very little. This is a missed opportunity, because a well optimised company page is such an easy way to build credibility with people who are researching you, as well as increasing organic search visibility.
We recently put together our own internal playbook for optimising company pages, as we do this for clients as part of their wider social strategy. As an SEO agency, we see first-hand how these pages contribute to organic visibility beyond LinkedIn itself.
In this article, we’ll share exactly how we approach it, from vital profile details through to our recommendations on nailing your LinkedIn content.
Run Foundational Page Checks
You want to first ensure all the basic profile components are strong and reflect your brand. These are the things that signal credibility when a visitor lands on the company page.
Upload a Branded Profile Image and Banner
Your logo and banner are the first things people see. Make sure your logo is uploaded as a square, high-resolution PNG, 400×400 px at least, and the same one you use on your website and other socials, so people know they’re instantly in the right place.
Your company LinkedIn profile banner (recommended size 4200×700 px) is a free branding slot, so use it to say something: your strapline, a current campaign if relevant to your business or a milestone you’ve hit.
It’s a good idea to incorporate a real photo of the team or the workplace too, as LinkedIn is a people-first platform and a genuine shot of the faces behind the business tends to land better than a generic stock photo!
Make sure to also keep anything important out of the bottom left corner, because your logo sits over that section on both mobile and desktop.
Optimise your Tagline and About Overview
If the logo and banner are how you look, the tagline and your About overview are how you explain yourself, and they’re where a visitor decides whether you’re worth their time.
Your tagline is the 220 characters directly under your name. We go by the idea this is like the ‘meta description’ of LinkedIn, say what you do plainly.
The About overview is where the true real estate is. It’s not just LinkedIn’s own search that reads it; company pages rank in Google too, and your About text is a big part of what both engines use to work out what you do and which searches to show you for.
So ensure it is clear and includes valuable keywords for SEO and discoverability. However, be mindful not to keyword-stuff; include these naturally, i.e., what your ideal customer might search for on LinkedIn or Google.
The opening line is the most important, because LinkedIn only shows the first sentence or two in previews and search snippets before the “see more”.
Lead with what you do, who you help, and the value you deliver, all in one clean sentence, something like: “We help UK SMEs reduce their tax liability and stay compliant through proactive, year-round accounting support.”
Update your Company Information
Make sure your profile is fully complete with all necessary information, so run through the settings that tell LinkedIn and visitors practical details about your business.
- Company name: Match your public trading name so nobody’s is second guessing in search.
- LinkedIn Public URL: This gets shared externally and appears in search results. LinkedIn can give you a messy default with random digits on the end, check and change to a variation of your company name since this is what people use to find you.
- Website URL: Check this is the right domain, points to a live page and not a redirect, and HTTPs not HTTP. Remember to change this if you’ve recently moved to a new website!
- Industry, company size & location: The industry tag decides where you show up in search and recommendations. Ensure to set the correct company size band for the number in the team and the location of your business.
- Founded date: takes two seconds to double check, for businesses going a while, this does you a favour for credibility.
- Call to action button: LinkedIn allows a CTA button directly under the company name. Pick the one that matches your primary business goal, for most B2B service businesses, a simple ‘Contact us’ or ‘Visit website’ works best.
Add your Specialities
Specialities are a set of keyword tags that you can add in your page settings in the ‘About’ section.You can add up to 20, so use them all, and use the words your customers actually type rather than the formal industry label, “R&D tax credits” rather than “financial services”, “digital marketing agency” rather than “marketing services”. It’s probably worth having a nose at how competitors describe themselves in the ‘About’ section of their own pages for ideas on what to include.
Use the Featured Content Section
The Featured section is a strip of pinned posts that will sit directly beneath your About section and above your regular feed, and the overwhelming majority of pages leave it completely empty. Think of this as the things you most want a visitor to see when they come to your page.
On personal profiles you can feature links, documents and media, but company pages can only feature posts that already exist on the page. So whatever you want up there has to be published as a post first, and you can pin up to six at a time.
The posts worth being featured are the ones that either prove your value or direct users somewhere useful:
- A high-performing post you already know resonates (check your LinkedIn analytics rather than guessing)
- An upcoming event or campaign you want to draw attention to
- Guide or article links to drive traffic
To set it up, click Edit page, then Featured, then Manage featured, and use Select beneath each post you want; the + icon adds more and the bin removes them.
We’d recommend a quick quarterly review to ensure the pinned posts are showing your current best rather than last year’s.
Set up a Services Page for Discoverability
The Services page is a separate, searchable page that hangs off your company page and lists what you offer. It gives LinkedIn’s search another way to match your business with people looking for what you do.
The main difference from your specialities is that services aren’t free text. You pick up to ten from LinkedIn’s fixed list (which can be limited depending on your industry).
Setup is quick: go to your admin view, click Create, then Add services, then fill in the overview, custom about text, location, pricing (a starting figure, or “Contact for pricing”, which is what suits most of our clients), and a CTA.
The page is just another enquiry route. Potential clients can send requests for your services directly through the platform. Visitors click into a listed service and submit an enquiry, which is sent straight to the page admins. All page admins get notified when a request comes in, and can view and respond to them via the company page’s services admin view.
Get your Employees Involved
Not a page setting, but it’s the highest-leverage thing on the list. People much prefer engaging with individuals rather than companies, as users often perceive brand pages as sales-driven or like adverts. Your team will have a far bigger combined network than your brand page will have and will be far more relatable. A post that doesn’t get much engagement on the company page can likely get better engagement once your team engage with it, whether that’s a like, reshare or comment (comments carry the most algorithmic weight).
The starting point though is just making sure employees have listed the company as their employer, so their profiles connect to the page.
Leverage Content & Engagement
An optimised page also means posting regular, interesting content. It feeds your visibility both on LinkedIn and, increasingly, in Google. The aim shouldn’t be posting as much as possible though, find a rhythm you can actually sustain.
Post Regularly
Around two posts a week is a sensible starting point for most businesses. Through our own research, weekends are pretty dead for getting engagement, so focus on posting during the working week.
Always Include a Visual
LinkedIn’s own studies state that visual content produces 650% higher engagement than just text posts. These don’t need to be professional photos; a phone photo from an event or behind the scenes often actually resonates better than something overproduced. Square (1:1) or portrait (4:5) are best for in feed, rather than a landscape 9:16.
Optimise your Content
People are more likely to scroll past if they see a massive block of text, so try to use short paragraphs and bullets to make captions scannable. More detail can be put into a PDF, carousel or image.
Treat the first 80 characters as the hook, since that’s all LinkedIn shows before the “see more” cut off. Aim somewhere in the 400 to 1,600 character range overall.
LinkedIn suggest 3-5 hashtags for a post, and tag team members or industry experts. Including hashtags such as #marketing improve reach beyond your follower base. LinkedIn refer to hashtags as communities, so including them allow for further visibility into different areas.
Keep Content varied
For our clients, we mix up the content formats, so we post a mixture of single images, carousels, documents and video where we can. We also vary subject matter, leaning into the people-and-culture stuff, which LinkedIn tends to reward, since followers like seeing who’s behind the company, but also feeding in industry and product-related content too.
Conclusion
An optimised LinkedIn company page won’t, on its own, fill your inbox with leads and enquiries. But what it does do is make you easier to find in LinkedIn’s search and increasingly in Google. It earns trust at the moment a prospect’s checking you out, which is usually right before they decide whether to get in touch, and it gives your content, your team’s activity and the rest of your marketing something solid to build on.
So run the checks, use the Featured and Services sections nearly everyone ignores, get your team involved, and keep a steady drip of content going, and the page should start earning its keep as a discovery and credibility tool.
If all this sounds like more than you’ve got time for, feel free to get in touch and we can take a look at your page.
