Your LinkedIn profile is more than just a digital business card. Try to think of it as an insight into who you are, and what you offer. A kind of archive to showcase your interests, expertise and personality to potential customers. It’s important to invest time and thought into your profile so it’s equipped to do the heavy lifting and bring opportunities to you.

In this article I’ll walk you through the 12 essential actions you need to take to fully optimise your LinkedIn profile. These are exact techniques my own marketing agency uses to improve search visibility by 30%, attract 21x more profile views, and increase message response rates by 36x. From visual enhancements to keyword optimisation, this article offers everything you need to turn your LinkedIn profile into a lead-generating magnet.

The Two Sides to LinkedIn Profile Optimisation

Before we get to work, I want to address a simple, yet fundamental distinction between the two different aspects of profile optimisation and who, or what, we’re aiming to please:

1. Algorithm: First we need to take advantage of LinkedIn’s algorithm to improve your chances of being discovered in search and contextual recommendations.
2. Human: Second we need to showcase your skills, expertise and knowledge to prompt a human response by way of engagement, connections or conversations. With the aim of generating leads or new opportunities.

Algorithm for Search

Without getting overly complicated about things, LinkedIn’s algorithm uses keywords as well as other assets within your profile page to match you with other users through search results or recommendations.

For example, if your profile has a paragraph talking about your industry experience in say Human Resources, then the algorithm will use the keyword “Human Resources” to match your profile to other users searching for HR professionals or other keywords associated to HR. You could think of keyword matching as some sort of word association process.

The algorithm will also often use keywords to display your profile to people who are already connected to other HR professionals. Or to people with affiliation to your existing network…You’re probably familiar with the ‘People You May Know’ scenario.

Appealing to Humans

The second phase of profile optimisation comes into play when a person views your profile within a list of search results. This is where you’ll need to provide a compelling reason to click on your profile over another. Now that’s down to visual appeal, and how well you present yourself.

The same applies when someone clicks onto your profile page and it’s where you’ll need to showcase who are you, your credentials, and what you offer. If you can get this bit right, people will engage with you and potentially start a conversation, or make an enquiry.

So, now I’ve highlighted why profile optimisation is important, let’s cover the twelve core elements of optimisation that will get more eyeballs on your profile, and ultimately, produce more leads.

Playbook: 12 Actions to Profile Optimisation

1. Make your Profile Photo Stand Out

Let’s take it as a given that everyone knows if you want to get anywhere on LinkedIn you need to be transparent and trustworthy. People are nosy, they want to see what you look like, so a high-quality photo will get you to first base. In fact, a professional headshot can get you 14 times more profile views. But don’t stop there, you should be aiming to stand out from the crowd.

Picture your profile photo being the only visual element amongst a long list of other profile photos…it’s critical that you make it stand out. If you’re a handsome creature, then you have a head start…but for the rest of us, it’s probably time to get creative.

Make your photo pop by using background colour, high contrast, lighting, or another form of visual enhancement. Or simply invest £80 on a professional headshot, with a clipped background. It will pay for itself many times over if it helps to land your next client.

Things to Do

• Use an up to date professional photograph
• Clip out the original background and fill the frame
• Look directly at the camera or smile with a welcoming expression
• Use a high contrast image to improve visual impact in search results

Things to Avoid

• Don’t use patterned backgrounds, or graphics that take attention away your image
• Avoid combining bright clothes with a bright background in the same image
• Avoid grainy, poorly lit and washed-out photographs
• Don’t use LinkedIn’s Hiring or Open to Work frames

2. Set-up a Professional Banner Display

At the top of your profile page you have a wonderful opportunity to showcase your brand using a visual banner. Take advantage of this space, also referred to as the ‘safe zone’ by displaying a single clear message that outlines what value you bring to the platform, and how you can help others.

If you have a form of ‘social proof’ such as a professional qualification or an association with a tier 1 brand then consider including it around the parameter of the image. If you’re a service provider or consultant then it’s also a great idea to include an image of yourself in the header. It’s normal to feel a awkward about it, but there’s no getting away from the fact that people simply won’t engage with you if you’re hiding something!

Here’s a few simple rules that we like to follow at our agency.

• Value Proposition: Highlight what you offer and how you can help in a concise statement
• Professional Imagery: Use high-quality, relevant visuals that reflect your industry or services
• Clear Branding: Incorporate your logo or business name and maintain your brand identity
• Contact Information: Include your method of contact, e.g. website, email, DM, or phone number
• Avoid Clutter: Keep it clean and avoid overlapping text or images
• Photo Overlap: Take into account where your profile photo overlaps the header (see template below)
• Mobile Friendly: Take into account the increased profile photo overlap on mobile devices (see template below)

I guess this is as good a time as any to highlight the importance of focusing on what you can do for others… don’t fall into the trap of thinking anyone will be impressed with any bullsh!t phantom achievements or skills. Keeping it real will convey you and your business in a far more credible light.

To save you some time, we’ve designed a free to use Canva LinkedIn Header template that will keep your header perfectly to scale.

To get access:
1. Click the button and Follow Me on LinkedIn
2. Then click on the Canva image below

3. Use A Compelling Headline

Your headline is one of the most important profile features. The headline, along with your profile photo and name, are three elements that appear in every search result and offer the world a ‘first impression’ of who you are. I like to think of the headline as a one sentence elevator pitch. It’s got to be punchy, without being cheesy, and this can be a delicate balance.

If you’re serious about profile optimisation, I would recommend experimenting by testing different headlines and recording your analytics over time. Track the following metrics and look for positive trends:

• Profile Views
• Search Appearances
• Connection Requests

The Headline is also the most powerful location for keyword placement on LinkedIn. In fact, a headline containing a relevant keyword will get you found 30% more often in search results.

There are many ways to write a powerful headline, but your objective should always be to combine a relevant keyword with compelling copy that will appeal to your target audience. Pay particular attention to including details about your skills, and how they can help solve your customers’ problems. Below is a headline formula to give you a head start in understanding the different elements required.

Helping [customer type] achieve [specific outcome] by [method/skill/service] leading to [measurable result] in [timeframe].

For example:

Using this formula will emphasise who you help, what you help them with, the method you use, and the results they can expect. This will make a clear and attractive proposition for your target audience.

4. Growing your Followers and Connections

As a general rule, the more connections you have the more value people will see in connecting with you, in the hope of piggybacking off your network. So, it’s important to prioritise building quality connections with potential customers and industry influencers. However, before you go clicking on every connection request possible, you need to stay true to your target market. Let me explain…

The mix of profiles in your network informs LinkedIn’s Algorithm what type of audience you’re looking to engage with. So, you need to guide it with a carefully curated network of people who match your ideal customer profile, along with perhaps a few influential players in your industry.

5. Posting Visual Content

The first thing anyone will do prior to engaging with you, is to check out your profile. They want to know who you are, what you do, and what you’re posting about. So, don’t leave your activity section blank. Get a handful of high-quality posts onto your feed that represent who you are and what you offer.

Use a blend of thought leadership posts, industry insight, and technical expertise, but don’t be too precious. If you come across something really cool or just damn interesting, then re-post it! This will help to generate engagement and pulling the post into your activity feed will give onlookers an insight into what you’re interested. And if it’s funny…well everyone loves funny.

I also recommend uploading a video of yourself to explain what you bring to the party. Video is being used more and more on LinkedIn, not only to break down the first barrier (the bit where someone thinks ‘Do I really want to connect with this person? Oh yeah, they seem normal, I’ll connect!’), but also to boost engagement by grabbing attention and making a lasting impression on potential clients, partners, or employers.

Additionally, LinkedIn prioritizes profiles with videos in the search results and in feeds, making it more likely that people will find and view your profile. This can help improve your visibility on the platform, especially if your video resonates with viewers.

Sure, you can add the odd personal post about the team, the office dog or whatever, but remember people won’t connect with you because you’ve got a cute office dog. They’ll need more than that, they’re looking for a person who could be useful to them at some point in the future.

6. Using Feature Content

Pick out the posts that best demonstrate your value and update them by adding a professional graphic cover image. Then add these posts to your feature posts section. This will fix them at the top of your feed where they will be seen by enquiring eyes. If you’re feeling creative you can use the space to present a banner style section like this Mindstream design:

We like to use this tactic when we have a top of funnel offer, such as a video, training, or another strong lead magnet to bring prospects into the sales funnel. The options are endless, it’s just a matter of being clear on your end goal, and then using the featured section to help you get there!

LinkedIn profiles with featured content get 36% more engagement on average.

7. Use Keywords Naturally

Every written word on your profile will be crawled and processed by LinkedIn’s algorithm. This is how it decides where and when to display your profile within search results. So, find a way of writing naturally, whilst incorporating words, phrases, and synonyms that best describe your services, products or skills. Do this across every section of your profile.

You can use a free keyword tool such as LSIGraph to find keyword synonyms. Or better still, just ask Chat GPT, or check out Thesaurus.com. Most importantly, avoid keyword stuffing…keep your text natural so it still appeals to humans. For example:

“…18 years as a financial advisor, specialising in wealth management strategies, financial planning, and investment advice to help individuals and businesses achieve their long-term financial goals.“

8. Tailor your About Section

This is the largest section of copy on your profile, making it a primary site for keyword inclusion, and to tell your story. If you’re looking for a new job, sure write it like a CV summary…if you’re a business owner sell your proposition instead.

Here’s a guide to the six elements to include within your about section:

1. Clear Value Proposition: What you do, who you help, and why it matters.
2. Key Services + Results: Highlight services with measurable outcomes.
3. Client Pain Points: Address problems and explain how you solve them.
4. Brand Voice: Use a relatable, conversational tone.
5. Proven Expertise: Showcase experience with stats or notable achievements.
6. Call to Action: Invite readers to connect or take the next step.

Take inspiration from your website, your career experience, your CV, and any other relevant professional sources. Take some time to address each of the 6 points above and how they can be incorporated into your about section. You can use up to 2,600 characters (370-500 words), so make full use of it.

Remember…your copywriting will be used by LinkedIn’s algorithm and will also be seen by other users, so make sure it contains relevant keywords, but also reads in a way that will appeal to potential customers or partners.

If you’re struggling to draft your about section you can access our Pro Chat GPT prompt. Simply complete the form below to unlock access.

The output from this prompt will be AI quality language, so I would recommend editing it to improve on the robotic nature of AI. Nevertheless, this will provide a solid framework that includes all of the human and algorithmic elements you need for a functional about section.

9. Showcase your Certifications and Licenses

Accreditation can be used to build trust and demonstrate your expertise. For example, on my LinkedIn profile I display my Institute of Chartered Directors and Chartered Marketer accreditations.

If you hold, or are working towards similar professional awards or licenses that to demonstrate your professional standards, you could boost search visibility by up to 20%.

10. Include Skills and Recommendations

Think of skills and recommendations as social proof to demonstrate trust. You can ask a colleague, client, or supplier to write a few sentences as a way of endorsing your professional credentials. It can position you as a subject or industry expert, and demonstrates that you have earned respect from your peers.

11. Take Advantage of Customised URLs

Just putting it out there, this is a ‘nice to have’…but custom URLs can be useful for sharing. By custom, I mean the URL contains your name or brand.

However, it’s highly unlikely you’ll find a URL that’s an exact match of your full name. It’s more likely that someone else already has it. So try to find a URL that’s short and easy to read and contains your name or brand, for example linkedin.com/in/ben-hilton-a0571731

12. Demonstrate your Experience

Not exactly the most important element on your profile, but still worth writing an accurate and meaningful outline of your past life. For example, in my own experience I’ve worked in Board level roles within listed companies, as well as founding and running a successful Marketing Agency. So, it seems crazy not to leverage this to demonstrate a well-rounded level of knowledge of operating within a diverse range of scenarios. Something that small to medium sized prospective clients might appreciate.

Chances are you will have similar career experiences that showcase a particular skill or area of expertise that will appeal to your target audience. Think of key roles that you’ve held over your career and list them in this section.

What to Expect: Timeline and Impact

There are two ways of looking at this.

First, profile optimisation is one of the easiest things to fix on LinkedIn, plus it also produces the fastest results. You can expect to see a 15-30% increase in profile views and a 10-15% improvement in search results within 1-2 weeks. Then as you add more visual content, video, graphics and get a few endorsements, it could lead to 2x more engagement and a 30% increase in connection requests over the following 4-6 weeks.

Here’s another way of looking at it…Your profile is the foundation of every other action you take on LinkedIn. Whether that’s posting content, running paid Ads, hosting webinars, or sending out invites or pitches to potential clients. Every one of these actions will succeed or fail off the strength of your profile. So ignoring it isn’t an option.