LinkedIn Profile Optimization


When running campaigns on LinkedIn, a good deal of the success you’ll have can be directly attributed to what you put in your profile. Your profile on LinkedIn acts as the modern business card, and that’s doubly true when you’re running lead generation campaigns on LinkedIn.

You may have previously ran outbound email campaigns, and not spent as much time focusing on your online presence before starting the campaigns. The difference here is, anyone you contact on LinkedIn can immediately look up as much info on you as they want, with just a few clicks.

Your goal here is to make sure your LinkedIn profile does your marketing for you. You want it to be obvious the value you and your company provide, from the very first second someone lands on your profile.

Profile Photo

Your profile photo is one of the first things people are going to pay attention to when they first land on your profile, so this is your best chance to make a first impression. The best type of profile picture to use here is going to depend on your industry, but unless you’re in an extremely laid back industry, you’re definitely going to want to keep this photo professional.

For example, there’s very few customers who would be comforted by the following profile photo:


Whereas something a bit more casual like this might tell your prospects you’re an easygoing type of person to work with. This can be a good thing depending on your industry:


When in doubt though, don’t reinvent the wheel and just use a normal, professional-looking headshot:


LinkedIn also now allows you to add a banner image behind your profile picture, and gives you a placeholder image as a default. Most people leave it as the boring, default image but here is your chance to stand out from the rest of the people on LinkedIn.

This is also a great place to show off a bit of authority, which is difficult to do in your profile picture. If you have pictures of yourself speaking at a public event, or anything else that places you as an authority in your space, this is the ideal place to use it.


This is the section where some people tend to go a little overboard, and let’s be honest, silly with the words and terms they use to describe themselves. Seriously, how many people are really capable of being ALL of those things they say they are in their tagline?

Would you really trust someone who uses this as their tagline?


Yea - don’t be that guy/girl. Don’t even be the person who simply includes their title at the company as their tagline. That’s a big no-no too.

Instead, make use of your tagline to immediately convey the value of what you offer to your target market. This is NOT the place to actually pitch your services, but it’s where you want to make people familiar with what you do, and entice them to keep learning more about you.

A good rule of thumb here is to make sure your tagline is results oriented and is written from the clients perspective.

I’ll use my own profile as an example here:

danas tagline.png

Of course, what we really do is generate leads for marketing agencies. I don’t want to say “I generate leads for marketing agencies” because that’s framing it from my perspective - what we do for them. Instead I frame it from their perspective - the result they get from working with us.

“I Help Marketing Agencies Find and Connect with Their Dream Clients” much more accurately describes the actual result they are after, compared to simply describing what we do.


Most people aren’t actually going to read this part of your profile. That’s because this part of most people’s profiles looks dull and uninspired.

People glance over this aspect of most profiles because it’s simply not interesting in 95% of the profiles on LinkedIn. While some recruiters may care to read about where you went to college, or the trials and tribulations you’ve had and overcome in your career - your prospects don’t.

Your prospects care about one thing - improving their business. If you can’t help them do that, they don’t really care to read long blocks of text.

That’s why you need to make sure the very beginning of this block of text is focused on THEM and not on you. People are immediately attracted to and interested in things that involve them directly, so use this opportunity to speak to them as such.

Don’t just spend a few minutes typing something “passable” here. This should be treated as a piece of copywriting used to describe your company, from the perspective of a successful customer of yours.  

If you’re going on and on about the services you offer or the types of clients you want to work with, you're doing it wrong.

This section should be focused fully on the result your service provides, and if possible touch on where most clients are when they start to work with you, and where they end up after a certain period of time.

Don’t be afraid to include a CTA at the end, though hyperlinks won’t work, so make sure whatever you suggest for your CTA is easy to follow.

Contact Info

This part is pretty simple but is often overlooked. Make sure to update your contact info and include any method in which you actually want to be contacted by prospects. Once someone connects with you on LinkedIn, they will be able to see whatever contact info you provide.

We suggest at a minimum to include your website, email address and phone number - that way anyone landing on your profile can see the most important information about your company and get in contact with you if they wish.

If you or your company are active on social media then including these links in here could be helpful as well. In reality though, your primary goal is to get people to get in contact with you, so as long as you include a couple methods to do so, you’ll be just fine.


Being an active member of relevant groups on LinkedIn can be a great way on it’s own to get in touch with new prospects, but it’s a fairly involved/active process. One simple thing you can do though is to join groups your prospects are likely to be a part of or resonate with and display it prominently on your profile.

What groups you would join would depend highly on your ideal customer type. The goal here though is to show them that not only do you know about the things that are important to them, but you take an active interest in them too.

Additional - endorsements, skills etc

While having endorsements and skills highlighted on your profile certainly can’t hurt, we don’t really recommend spending too much time or effort actually trying to obtain them.

Most people on LinkedIn have become pretty blind to these endorsements and skills, simply because they are rarely genuine. Most people just request their friends and family to write them a good review.

It’s such a common practice that most people assume everyone is doing the same thing. If you have them already or someone offers to give you a glowing one - that’s great! If you don't’ have any though, it’s not a dealbreaker and you can move ahead with your campaigns with no issue.

One thing we would recommend doing though is adding a project or portfolio to your account. This used to be a much more visible part of LinkedIn profiles and is now kind of hidden, but is still worth adding.

Most companies will simply add a sample of their best looking work they’ve done for a client. You can certainly do that, but we recommend using this as a method of sharing a very results-oriented case study, ideally with an option for people to opt-in to receive more information from you.

Have you noticed a common theme throughout all of our profile optimization tips? If you said that your profile itself is a marketing material, you’re absolutely right.

Now you know everything you need to know to put your best foot forward in terms of your LinkedIn profile to increase your chances of success on LinkedIn.

Is this all still seeming a bit too complicated though? Need some help getting your campaigns set up or just want us to run them for you entirely? Set up a free 30 minute consultation and let’s discuss what your best options are.