LinkedIn Business Page Best Practices

LinkedIn Business Page Best Practices

As LinkedIn is a social media platform specifically targeted at motivated professionals, it’s a platform your business can benefit from whatever your industry. 

Much like Facebook, LinkedIn gives you the opportunity to create a Personal Profile or a Business Page. 

But what’s the difference? 

Basically, a Personal LinkedIn Profile represents one singular individual. A Personal LinkedIn Profile has that human-like touch, it’s extremely interactive as you can engage in conversations and build relationships. 

Your Personal Page is a digital representation of you, you can use it to: 

  • Showcase your previous and current work experience.
  • Build your network and the people you know.
  • Meet other professionals.
  • Share content.
  • Keep up with your connections.

Contrastingly, a LinkedIn Company/Business Page is a representation of your business. With a LinkedIn Business Page, you have the ability to display your (the founder’s) personal profile, along with your employee’s personal profiles. 

Your LinkedIn Business Page is a place where you can:

  • Define your brand’s identity.
  • Showcase your brand’s voice.
  • Display your brand’s purpose. 
  • Promote your products and services.
  • Talk about your company culture. 
  • Show off your capabilities.

Key Differences

LinkedIn Personal ProfileLinkedIn Business Page
Represents individual users.Represents collective organisations.
Has connections.Has followers.
You can’t run ads.You can run ads.
Completely FREE to use!Completely FREE to use!

Some other key differences between a Personal LinkedIn Profile and a LinkedIn Business page are that:

A LinkedIn Personal Profile includes: Activity, Experience, Skills & Endorsements, Recommendations, and Interests sections.

A LinkedIn Business Page includes: Overview, About, Jobs, and People sections. 

With that being said, you must have a Personal Profile to be able to set up a Business Page. 

How Many Businesses Really Use A LinkedIn Business Page?

Sourced from 

From research taken in 2022, LinkedIn boasts over 830 million users in more than 200 countries across the globe. 

LinkedIn is the 2nd most popular platform amongst B2B marketers, just behind Facebook.

Nearly 25% of LinkedIn users are senior-level influencers, making LinkedIn the best professional platform for your business. 

LinkedIn is not only popular amongst job seekers but big and small businesses with a whopping 55 million companies listed on LinkedIn!

Why Should You Use A LinkedIn Business Page? 

There are so many advantages to using a LinkedIn Business Page to promote your brand! 

As LinkedIn has an exceptional audience base, a community of professionals, your business has a vast reach of potential leads. With a LinkedIn Business Page, there’s unlimited possibilities through networking, connecting, building relationships, and interacting without having to meet face to face. 

Some more benefits of using a Business Page to promote your business are: 

  • Create and share unforgettable content with your huge audience. 
  • Showcase your products and services, especially new ones. 
  • Differentiate your business from your competitors.
  • Find job candidates who can assist in the success of your business.
  • Research your competitors and see what everyone else is doing that you aren’t.
  • Improve your ranking on search engines.

Promoting your business through LinkedIn is also extremely cost effective for your business as it’s 100% free to use! 

What Best Practices Should You Use?

A well optimised LinkedIn Page is your key to success, you have the ability to establish your brand with your audience. 

If you follow these steps on your journey, it’s likely you’ll build a digital empire in no time!

  1. Ensure that you use a profile and cover image that is the correct pixel size. 

Profile Image: This should be 400 x 400 pixels with an upload size limited to 8 MB.

Cover Image: This should be 1200 x 627 pixels. 

Always make sure that your profile and cover images are enticing and clear.

  1. Fill out the ‘About’ page with compelling words and relevant keywords. 

It takes words to really reel your audience in so using a captivating voice will entice users to click on your page. 

In the ‘About’ section, you have the opportunity to provide a tightly worded paragraph of up to 2,000 words. In this paragraph, you need to outline your business goals, who your company is, and provide users with as much information about your business as possible using keywords.

Relevant keywords are vital for your SEO. The more keywords, the higher you rank on search engines. 

You can also showcase things like: 

  • Your company story. 
  • Your products & services.
  • Your contact information.
  • Your business location. 
  • Links to your other social media channels. 

  1. Build a ‘Career’ page.

69% of job seekers are more likely to apply to a company that makes an active effort to promote its culture online. 

The ‘Careers’ tab allows all members to search for employment opportunities with your organisation as well as create job alerts for newly posted roles. With a Career Page added to your LinkedIn Page, members will also see jobs recommended for them as well as employees who currently occupy the role. – LinkedIn

  1. Build a ‘Product’ page. 

Product pages offer you the opportunity to show off a specific product, service, or offer. The best thing is, they all reside in the same place, your company page! 

Product pages give you the ability to:

  • Share an overview of your product’s benefits.
  • Post videos and images.
  • Post and collect reviews from your customers and audience. 
  • Spotlight current customers to provide proof to potential customers.

  1. Take advantage of analytics. 

You can check your page analytics or insights to view your: 

  • Search Appearances
  • Unique Visitors
  • New Followers
  • Post Impressions
  • Custom Button Clicks

With analytics, you can see behind your page. This gives you the opportunity to get ahead of the game, determine the ideal timing of your content, and track and measure your success.

A win, win for everyone!

  1. Add a call-to-action button. 

A call-to-action button is essentially a button that directs your page visitors to do something specific, this could be to visit your website or call your store. 

  1. Post enticing content! 

Your content is the most important part of your LinkedIn Page! 

When you create engaging, educational, and fun content, it’s more than likely that your audience will engage. Especially if it’s relevant to them. Make sure that you’re posting relevant content on a regular basis. 

What Else Can You Add?

Following these simple steps will ensure that your LinkedIn Business Page is properly optimised. However, here are a few more factors you should consider when setting up your page:

  • Upload a vibrant and clear profile and cover image. 
  • Add your employees to the page – ensure their personal profiles are well optimised.
  • Post company images and videos to your page.
  • Make sure to post content regularly. 
  • Keep up to date with LinkedIn’s algorithm.
  • Host a virtual event.

Sometimes it can be difficult to set up a Business Page on LinkedIn. If you need any help with this at all, please don’t hesitate to contact us via our website

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