How to optimise your LinkedIn company page
Your LinkedIn company page is often the first place a prospective client or partner looks after hearing about your business. A sparse or outdated page can undo the impression your website makes. Here is how to optimise every section so the page works as hard as you do.
Why your company page needs attention
LinkedIn has more than 900 million members globally, and UK business owners, recruiters and decision-makers are among the most active users. When someone searches for your business name on Google, your LinkedIn page often appears in the top three results. A complete, active page signals that your company is established and engaged. An empty page does the opposite.
Complete every profile section
LinkedIn scores your page completeness based on several fields. Aim for 100% by filling in these:
- Description and industry: your LinkedIn industry matters for the algorithm. Choose the category that best fits what you actually sell. A consultancy that also builds websites should pick Marketing and Advertising rather than a catch-all.
- Location and company size: be accurate. Prospects filter by location and size when searching on LinkedIn.
- Website URL: include your main site and any other pages the team uses to generate leads, such as a booking link or a case study page.
- Logo and cover image: your logo should be the same one you use everywhere else for brand consistency. The cover image is the 1,584 x 396 pixel banner at the top of your page. Use it to communicate your core offer at a glance.
Write an about section that works
The about section is the most important text on your page. It appears in LinkedIn search results and in Google when your page ranks. Write two or three paragraphs that cover who you serve, what problem you solve and what makes you different. Also write a very short version of your pitch under 100 characters that LinkedIn shows in search cards.
Include the keywords your ideal client would search for. If you are a Devon-based marketing agency, phrases such as digital marketing agency Devon and SEO Devon should appear naturally in the text.
Create and share content
A page with zero posts looks neglected. Aim for two to three posts a week. The content does not have to be original every time: share your own blog posts, case studies, industry news with your own take, and team updates.
The posts that perform best on LinkedIn are short, opinion-led and include a question or call to action. Posts with an image or a document attachment such as a PDF of a recent guide consistently get higher engagement than text-only posts.
Engage with your network
Posting is only half the work. Respond to comments on your own posts, and have your team comment on and share your content. LinkedIn's algorithm rewards pages that spark conversation within the first hour of posting.
Employee advocacy multiplies your reach. When your team shares a company post with their own network, the audience can be ten times larger than the page's own follower count. Encourage sharing by making the content genuinely useful, not just promotional.
Use LinkedIn analytics
LinkedIn provides free analytics for every company page. Check the Visitors, Updates and Followers tabs every month. The data tells you which posts got the most impressions and clicks, who your audience is by job title and industry, and how many people visited your page.
Use these numbers to decide what to post more of and what to stop. A post about a recent client success that got 2,000 impressions is worth repeating in a different format.
Your LinkedIn page is a free marketing channel that can generate real enquiries when it is properly maintained. If you want to build a complete social media strategy that includes LinkedIn, we can help.
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