Creating a business profile on LinkedIn
Businesses on LinkedIn can create a “Company Page,” which helps distinguish them from a standard, personal profile. To start building a profile for your business, visit LinkedIn’s Marketing Solutions page, click “Create Your Page,” and answer a few quick questions.
After you’ve created a page, all that’s left is to plug in the details. Do your best to fill out as many of the boxes as you can; the more information you can include about your company, the better. Here are some areas to pay close attention to as you create your profile.
Cover image and profile picture: Your cover image is the banner that spans across the top of the page. Often companies opt for a picture of their employees, offices, or products as their cover image, but feel free to use anything that looks professional and is a good representation of your business. Your profile picture should also be kept professional; a simple 300 x 300 pixel image of your company’s logo is often the best option.
Company description: Unlike platforms like Twitter or Instagram where your account’s description space is limited, LinkedIn provides ample room (2,000 characters) for you to describe your business. That said, you’ll want to pay close attention to the first 156 characters because that’s the portion of the description that will appear in Google search results.
Specialties: Think of specialties as keywords that will help people find your profile. (Keywords are words or phrases commonly searched on the internet.) You can only include up to 20 of them in your profile, so it’s important to choose wisely! Start with words most directly associated with your business or industry, then branch out to other words and phrases that might help people find your profile. Not sure what terms to include? Get inspired by browsing the profiles of other businesses in your industry—including your competitors—to see what specialties they’ve listed.
Publishing your page: Once you’re happy with your profile and you’ve checked (and double-checked) to make sure that everything is accurate, you’ll be ready to go live. Use the “Member View” option to see what your profile will look like to visitors, then click the “Publish” button to make it visible to the world.