Optimising LinkedIn profile - Made simple
When a potential client thinks about working with you, your profile is the place where they’re going to head first.
Your dream clients are clicking your profile with the hope that their questions will be answered and that they will find THE person who knows and can fix their problems.
This is why your profile has to answer the following questions:
→ WHAT problems do you fix?
→ WHO do you fix them for?
→ HOW do you fix them?
There is a reason why I didn’t ask you: What you do, who you help, and how?
The questions in the format where I refer to problems make your answers ABOUT THEM - your dream client.
Whereas if I simply asked you what you do, it’s very simple to fall into the “about me” pattern.
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Yes, your profile is “about you”, but it should always be looked at through the eyes of your target audience. Are you answering their questions? Or are you talking AT them?
Your profile acts as a landing page. It should feel like a journey.
Your banner should be clear, and it should invite the person looking at it to take further action.
Your headline should catch attention. It can either be factual or simply disturb a pattern. This entirely depends on your choice and on whom you are targeting.
Factual headlines often include the problem you solve, who for and how. Sometimes you’ll see people add 1-2 keywords and credibility markers like the wins they helped their clients achieve, or other business wins relevant to the dream client.
Pattern disturb headlines are simple and often “unexpected”. They are personality driven and creative. They are original. What can you say or add here that you haven’t seen before? It should have the shock effect, and it should spark curiosity.
The about section is the most overthought section of the whole profile. Most entrepreneurs try to get it perfect. But remember, your profile will never be at the perfect stage. You might get close enough, but it won’t be perfect. And that’s completely fine. Learn to accept it and tweak it as necessary. My tip for the about section is to once again, make it about them. Everything you put in here should link back to the dream client you are trying to attract. Make every achievement, every pain point and every solution relevant to them. They should be the hero of this story, not you.
Your featured section - probably the most underestimated part of the LinkedIn profile. Don’t waste the space by featuring your high-performing posts or your recent posts. This screams “LOOK AT ME AND HOW COOL I AM”. But frankly, nobody cares. The featured section is the perfect place to get people off the platform - whether that’s your website or a link where they can book a call with you. If you have a lead magnet or a newsletter, this is a place where you link it. And last but not least… client testimonials. Remember when I said that your potential clients come to your profile for answers? Give them a reason to trust you. Show them that you’ve done this before and how happy your clients were with the work you did for them.
Moving on, we’re not at your experience section. Don’t spend too much time on this. Yes, make your experience visible, but don’t overthink it. If you don’t have a company page already, make sure you create one so your logo appears nicely in this section and not just an empty LinkedIn icon. It takes a few minutes to set it up, and it adds that 1% better look to your profile.
The last section I look at when working with clients is the recommendations section. Ask your past clients to write nice words about you. You might have testimonials from your clients stored separately, but this is a nice addition. Think about asking for recommendations after you deliver a masterclass or a workshop. If you helped someone in the DMs, ask them to take a minute to leave a recommendation on your profile. It builds up over time, and they are valuable. Recommendations build trust and show the person checking your profile once again that you are credible.
This is the journey I take my clients through when we work on their profile together.
If you would like a free copy of the LinkedIn Profile Optimisation Toolkit, grab it here and dive right into fixing each section of your profile with examples and tips on how you can make it better.
Got further questions? Message me Viktoria Jancurova, and ask away! ✨