How To Create & Optimise a Compelling LinkedIn Business Page

Do you use LinkedIn to build brand awareness? 

Maybe you already have a LinkedIn personal profile. But as a business owner, gaining online visibility is key to success. 

Technology has changed the way we conduct business, and after the Covid-19 pandemic outbreak, consumers are more connected than ever before. 

Today, every business needs online visibility as a cost-effective marketing strategy. Your online business presence is essential for SEO.

Performing well on Google and other relevant search engines will lead to a boost in organic traffic (and more leads that you can convert into paying customers!). 

I have already shared expert tips on how to gain online visibility by claiming a business listing on the most popular search engines and review platforms. 

Please check out these posts for further details: How to set up Google My Business, How to set up Bing Places, and 15 review platforms to list your business and get more leads. 

Now, it’s time to learn how to create and optimise a compelling Business LinkedIn Page to increase your company’s online visibility.  

Table of contents: 

1. 5 reasons why you need LinkedIn for your business  
2. 4 easy steps to create a Business Page on LinkedIn  
3. How to optimise your LinkedIn Business Page

1. 5 Reasons Why You Need LinkedIn For Your Business

LinkedIn is the largest professional network in the world, with more than 740 million members in more than 200 countries and territories worldwide.  

Launched on May 5, 2003, the platform allows job seekers to post their CVs and businesses to post jobs and connect with their audiences.

There are plenty of business opportunities on LinkedIn. 

The platform has become extremely popular among small business owners who use it to build professional relationships. 

Below you will find the main reasons as to why LinkedIn is the best business-related social network (and why you need it to develop a business networking that fills your sales pipeline): 

1. Reach out to your target audience

Your customers drive your business. LinkedIn provides a wide array of networking opportunities. A quick search will allow you to connect with your target audience, collect more leads, and potentially turn them into customers.  

2. Find top talent

You can use LinkedIn to search for the best candidate for your business. Top talent worldwide is using LinkedIn, meaning that you have more chances to find the right person at the right time. Now that most companies have gone online, LinkedIn gives you access to the global talent pool. 

3. Improve SEO

As I shared previously, your online visibility matters a lot in today’s business world. A fully optimised LinkedIn profile will improve your Google search rank. Most people use Google to search for businesses. If you have a LinkedIn profile, it will show up in the search right after your website. Sometimes, it is easier and faster for people to learn more about your business by accessing your LinkedIn profile rather than browsing through your website.

4. Enhance your business reputation and credibility

Your LinkedIn business page is an excellent way to earn credibility and strengthen your company’s reputation. Let’s admit it. When searching for a business online, people are more likely to read the LinkedIn profile first instead of the company’s official website. A business without a presence on LinkedIn appears smaller and less reliable. Furthermore, LinkedIn is the first network where writers look for information on a company they want to mention in their content (meaning free marketing that builds reputation).    

5. Drive traffic to your website

If most people searching for your business prefer to read your LinkedIn page first instead of browsing through your website, it does not mean that you don’t have to increase your website and landing page traffic. If you create a compelling LinkedIn Business page, they are more likely to visit your website (and drive traffic to your sales funnels). 

To sum up, LinkedIn is an excellent platform to reach potential customers, recruit and retain top talent, promote your business, and more. 

Now, let’s see how to use the platform for business purposes by creating and optimising a successful LinkedIn Company Page.   

2. 4 Easy Steps To Create A Business Page On LinkedIn

To create a LinkedIn Business Page, you must have a personal LinkedIn profile. 

Anyway, as a business owner, you need a personal LinkedIn profile to build your own professional relationships. 

If you don’t have a personal LinkedIn profile, the sign-up process is easy, and it takes just a few minutes: 

• Step1: Go to the LinkedIn Sign Up Page
• Step 2: Type your first and last name, email address, and a password you’ll use (please note that you must use your real name, as explained in the LinkedIn User Agreement)
• Step 3: Click Join Now
• Step 4: Follow all the required steps to complete your profile

If you need to create a personal LinkedIn profile in order to write a LinkedIn Company Page, you should know that you must meet a few requirements before being allowed to list your business on the platform:

• Your personal profile must be at least 7-day old.
• The information in your profile must match your real personal information. 
• Your “profile strength status” (the one shown on the right side of your profile) must be “Intermediate” or “All-Star”. You can read more about your LinkedIn profile strength meter here. 
• You must have multiple connections to demonstrate your networking skills and prove that your profile is genuine.
• You must hold an email address unique to your company (LinkedIn does not accept domains such as Google or Hotmail).

Do you meet all the requirements listed above? If so, you can create a LinkedIn Business Profile in four easy steps:

• Step 1: Log in to your personal LinkedIn account and click on the Work icon (the icon located in the top right corner of your dashboard).

• Step 2: Scroll down to the bottom of the window that pops up in the right corner. Click on the Create a Company Page + button.  

• Step 3: Select your business type. LinkedIn will ask you to choose from small business (less than 200 employees), medium to large business (more than 200 employees), showcase page (for an existing business page), or educational institution. 

• Step 4: Add your company information, such as your company name, official website, industry, size, and business type. Then, upload your logo and write your company tagline. Finally, check the box to verify that you are an authorised representative of the company and click the Create Page button.

This is it! Now you have a LinkedIn Company Page! That wasn’t so hard, was it?

3. How To Optimise Your LinkedIn Business Page

Creating a LinkedIn Business Page is a smooth, easy-going process. 

However, you need to optimise your page to stand out from your competitors and engage your audience. 

Here is what you should do to polish your brand new LinkedIn Business Page:

• Add a cover photo: You can add a cover photo showing your products, team members, or anything relevant to your business. Please note that the LinkedIn Business Page cover photo size is 1584 px X 396 px.

• Tell people more about your business: You should write an engaging and impressive summary of your business. Your story will appear in the “About” section of your business page. 

• Add your location: Show people where they can find your business. If you are running an online company that does not have (or need) a brick-and-mortar office, you can still show people that you have a presence in a prestigious location. You can use the business address provided by a top-notch virtual office to build reputation and credibility and access professional meeting rooms for your business meetings. 

• Add hashtags: You can add up to three hashtags to make your profile more searchable. Hashtags on LinkedIn are similar to hashtags on Twitter and Instagram (their purpose is to categorise content).

• Add a CTA button: You can add a button to your profile to encourage action. LinkedIn offers five CTA buttons: Contact us, Learn more, Register, Sign up, and Visit website. To learn how to use the LinkedIn CTA buttons, please check out this link.   

• Provide an employee list: Your company’s employee list can be valuable for people looking to have a clear understanding of your company structure and determine who is doing what. An employee list will also add more credibility to your profile.

Important note: According to LinkedIn requirements for adding a company page, “you will be required to be listed as an employee in your company. Your current position inside the company that you are creating a Company Page for has to be listed in the Experience section of your profile, whether you are a regular employee, a manager or the owner of the company.”

• Choose your languages: If you have a multilingual audience, LinkedIn allows you to add your company details and description in over 20 different languages. 

• Share content regularly: You cannot apply a set-it-and-forget-it strategy to your LinkedIn business profile. You have to share content regularly and maintain an active page to engage with your audience and increase your website traffic. You can share your blog posts, news, updates, upcoming events, etc. 

• Promote your page: I suggest that you promote your LinkedIn business page on your other social media profiles. You can also add a LinkedIn Page Follow Button to your website or create a marketing campaign and ask your subscribers to follow you on LinkedIn. Alternatively, you can use the LinkedIn Ad Targeting Strategy to reach your audience and get more followers. 

If you apply the tips above to optimise your LinkedIn page, you can quickly convert your followers into buying customers. 

LinkedIn is a valuable tool that allows you to create a meaningful network, build credibility, get professional insights, advertise job openings, and connect with followers and qualified talent. 

If you want to leverage the power of LinkedIn for your company, but you are not using a physical office, B2B HQ can help you build a stellar business image on the world’s largest professional network. We can provide you with a premium virtual office that supports remote working and makes your business appear larger and more professional. 

For a virtual tour of our offices or more information, please do not hesitate to contact us!