How to Create an Awesome LinkedIn Business Page


One of our most frequently asked questions by clients who are looking to ramp-up their social media presence, is “What can I do to make my company LinkedIn page look better?” In today’s world, how you present yourself online is a major factor in acquiring new business. Most people are quick to google your company and with everyone’s busy schedules, having a weak profile that doesn’t differentiate you from the crowd puts you at a disadvantage. LinkedIn helps you interact and build trust with other industry professionals and is also a free way to promote your brand, services, and products.

LinkedIn is the largest online professional network and has more than 610 million members, making the platform an invaluable resource for companies looking to increase brand awareness, recruit top talent or establish yourself as an industry thought leader. In this post, we provide some tips and tricks for making an awesome company LinkedIn profile that will impress current and prospective clients.

How do I Create a LinkedIn Business Page?

A company page can only be created by a person who is logged in to a personal LinkedIn profile. The person who creates the LinkedIn Page for your business becomes its administrator and can add other administrators. Creating a LinkedIn page is easy, just follow these steps from LinkedIn. Once you’ve created your company's Page, you begin editing by clicking “Start building your page!” Your company page URL will be structured as[YOUR COMPANY NAME] and you will be prompted to add a logo, location, description, and website -- we’ll take a deeper dive into this later on in the post.

Once you have the bare bones of your company page set-up, it’s time to start polishing up your profile. LinkedIn reports that companies who have a completed profile will get 30% more weekly views! So, let’s get started.

First Impressions: Your Profile Picture and Banner Image

The first thing people tend to notice when they land on your company page is your profile picture and banner image. You’ll want to choose an image that cohesively represents your brand, is easily recognizable and fits the page specs properly. Oftentimes, we see people choose a header image that’s too busy, ill-fitting or irrelevant to their brand. Don’t make that mistake. A good header image, that supports your brand, is key to building a successful business page. Make sure to use only hi-res images that are flattering and consistent with your brand image.

LinkedIn recommends using the following dimensions profile picture and banner:

  • Profile Picture: 300 x 300 pixels
  • Banner: 1536 x 768 pixels

Here is a chart from LinkedIn that provides their recommended specifications for all images:

As you can see in the Rare Karma business page below, we chose our company logo as the profile picture:

We wanted to choose something that was recognizable as our brand but not super busy or distracting. For our banner image, we chose the cloud element from our website’s homepage and added a distinctive HubSpot badge from an award we received. This way, new visitors can see that we are a HubSpot partner digital agency right away - something we’re very proud of.




Tips for Editing Your Photos

There are a lot of free software services you can use to help with ideas and the sizing of your photos. Here at Rare Karma, we use a service called Canva, which offers free or paid accounts. If you don’t have a graphic designer on staff, we recommend using something like Canva to help with your designs.

Once you sign up for a Canva account, it’s very simple to begin a design. Canva even comes with pre-sized, pre-populated images specific to each social media channel. This is super helpful anytime you find yourself lacking inspiration. To begin, click on create design. Then you can either choose custom dimensions (and set the dimensions to the pixel sizes mentioned earlier) -OR- select LinkedIn Banner:

For this purpose of this example, we’ve chosen LinkedIn Banner:

From here you can search through the templates, add elements, text, backgrounds and even upload your own elements. Learn more about how to use Canva here.

Once you have your profile picture and banner image ready to go, the next step is to add them to your company page.

Updating Your Profile

LinkedIn makes it very easy to edit your profile. Login to your personal profile, click Me under your photo and under Manage, click the company page you want to edit here:

NOTE: if you manage multiple company pages, they will all appear here.

Editing Your Profile Picture, Tagline and Banner Image

From here, click on the pencil icons to edit either the banner image or Profile section of your business page:

Use the reposition feature to move your photo exactly where you’d like. We also recommend testing your photo on mobile (a couple of different devices) to make sure you’re happy with the results.

Next, craft your tagline. Your tagline is limited to 120 characters and should be a concise but powerful statement about that value that your business provides to customers or employees. Our tagline reads, Top Digital Agency + HubSpot Partner offering growth services to help build your business. We focus on our value to clients, because we use LinkedIn for marketing. If your organization uses LinkedIn primarily for recruiting, you should create a tag line that speaks to prospective employees.

Adding Buttons to Your Business Page

LinkedIn allows you to add buttons to your profile! These buttons are used as calls-to-action and are customized specifically by you to drive business actions through your LinkedIn page. By turning on your button, all viewers of your page will see this displayed below your tagline.

Select your button name from the following:

  • Contact Us - Use this button to have a direct link to your company’s contact us page.
  • Learn More - Drive your visitor to “learn more” about your company by linking to an About Us page or alike.
  • Register - Do you have an upcoming event? Link to your event page here to drive registration.
  • Sign Up - Webinars, event, subscriptions, etc.? Add a sign-up button here to drive your visitors to a sign-up form.
  • Website - Link directly to your company’s website here for a general overview of your company’s offerings.

Once you’ve chosen your button name, select a unique URL:

We’ve chosen Visit Website as our display button and our company website’s URL as the destination, but the options are endless here. Say you are promoting a new online class and want to increase the sign-ups, here is where you can add the button directly on your LinkedIn business page for increased visibility.

Use the About Section to Show Off Your Company’s Skills

u’ll want to fill out each subsection of the About section to get the most bang for your buck. Certain fields in each subsection will be required, for example, Description, Industry, Company Size, and Type (Private or Public) are required in Overview, but in addition to the required fields, you can also add your website, phone number, year founded and up to 20 specialties!

You want to take the opportunity here to really show off your skills and what differentiates your business from everyone else. Also, you’ll want to make sure to optimize your profile to its fullest extent by adding specific keywords in your overview section that you think might attract prospective clients or customers since your profile is searchable in search engines. When you’re finished, click save to have the information displayed on your page.

You can also add multiple company locations by clicking Locations underneath Overview. Here is where you can add your Headquarters (primary) or any other secondary locations or branches of your business. Edit by clicking on the pencil under Actions.

xt, add Hashtags and Featured Groups. You can add up to 3 hashtags you would like to associate with your organization and your LinkedIn Page will be able to like, comment and reshare posts on these hashtag feeds. Choose hashtags that are relevant to your industry. We’ve chosen #HubSpot, #digitalmarketing and #inboundmarketing. In this section, you can add or remove hashtags by clicking +Add a Hashtag or remove a Hashtag by clicking the trash can under Actions. Once you’ve added the maximum of 3 hashtags, the +Add a hashtag will be grayed out until you remove one.

Now you can add your Featured Groups. For context, LinkedIn Groups “provide a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.” You can use these groups to connect with your current and prospective customers and to share your own content. Hopefully, this leads to valuable connections and increased traffic to your site. You can add up 10 groups that’d you like to display on your page here:

Now that you’ve finished adding all of the elements in the about section of your business page, updated your photos with eye-catching images and added a tagline and button, what’s next?

Posting Consistently is Key

You’ll want to make sure that you have a consistent flow of posts on your LinkedIn feed. What’s the point of having such an awesome profile if there’s no content! You can post things like new blog posts you’ve written, videos or demos, relevant 3rd party articles and other high-value content pieces like white papers and ebooks. You can also use this platform to showcase the personality of the brand with employee spotlights and other insight into the people behind your company. You can use HubSpot’s social media scheduling tool or other software platforms that allow you to schedule your posts ahead of time, so you’re not scrambling to post that day. We all have unexpected fires that we need to put out during the workday, so a scheduling tool can be a real life-saver. We recommend posting to LinkedIn up to 3 times a week and the best time of day to post varies from platform-to-platform.

HubSpot recommends the following guidelines for posting on LinkedIn:

  • Posting between 10:00 AM – 12:00 PM as a general rule of thumb.
  • B2C, media, and higher-ed organizations have the narrowest windows for when to post for maximum performance. These are 8:00 AM, 10:00 AM, and 12:00 PM.
  • The best day to post is Wednesday

You might want to BOOKMARK THIS POST for easy access to the best times to post on each social media platform.

That’s a wrap.

Once you have an awesome LinkedIn Page, and you are posting content regularly, you should start building followers. The more followers your Page has, the more it gets seen. Ask your peers to connect and encourage your employees to share and like your posts. Doing so allows their personal networks to see the posts, as well. Make sure to build positive interactions with people visiting your page and to quickly and respond to any messages or comments to build the conversation. A LinkedIn Page helps to get your business content in front of the right people. Optimizing that Page can help you sell your brand and services by building credibility. On the other hand, a missing or neglected Page undermines all your other marketing and sales efforts. So, spend the time to make your Page awesome!

Written by The Rare Karma Team