LinkedIn business profile: how to create a company page that a prospect trusts in the seconds after your request lands.

What is a LinkedIn business profile?

A LinkedIn business profile is what most people call a LinkedIn Page: the free presence a company, school or organization has on LinkedIn, separate from any person's profile. LinkedIn itself calls it a Page, and the most common kind is the Company Page.

A personal profile belongs to one member. A Page belongs to the organization and is run by admins, who post as the company, answer as the company and see the company's analytics.

For anyone who sells on LinkedIn, the Page does a quieter job. When your connection request or message arrives, the prospect clicks your name, then the company under your job title. What they find there decides whether the message reads as a business or as a stranger.

LinkedIn company page vs personal profile

The two do different jobs and need each other. The personal profile carries the conversation; the company page carries the credibility. A strong profile that links to an empty Page leaves the prospect with a question the message cannot answer.

LinkedIn page types, and which one you need

LinkedIn lists several kinds of Page. Most businesses need a Company Page first; the others hang off it or serve a narrower purpose.

A Career Page is what many people know as the Life tab. For a seller, the two that matter are the Company Page, which every prospect sees, and services, which turn the Page into something a buyer can contact.

What you need before you create a LinkedIn company page

LinkedIn's own requirements are short, and each one trips someone up. Its troubleshooting article lists them, and they are worth checking before you start.

• A personal LinkedIn account. Pages are created from a member account, and the creator becomes the first super admin.
• More than one connection. An account with a single connection or none cannot create a Page.
• A day of account age. If the account is new, LinkedIn asks you to wait at least one day.
• Possibly a verified workplace. You might need to verify the work experience on your profile first.
• A unique public URL. Every Page needs its own address, so decide it before someone else takes it.
• No existing Page. If your company already has one, ask its super admin for access instead of creating a duplicate.

LinkedIn also limits how many Pages one account can create in a short period, to prevent spam. Agencies setting up Pages for several clients should spread the work out.

How to create a LinkedIn company page, step by step

These are the steps from LinkedIn's desktop instructions. The whole setup takes a few minutes; filling it in properly takes longer, and that part matters more.

1. Step 1: Open the business menu

   Click the For Business icon in the upper right corner of your LinkedIn homepage.

2. Step 2: Choose Create a Company Page

   Scroll to the bottom of the menu and click Create a Company Page.

3. Step 3: Select the Page type

   Choose Company for a business. Showcase page and Educational institution are the other options at this step.

4. Step 4: Fill in the Page identity and company details

   Enter the company name, the LinkedIn public URL, website, industry, company size, company type and an optional tagline.

5. Step 5: Confirm you can act for the company

   Select the verification box that confirms you have the right to act on behalf of the company.

6. Step 6: Create the Page and start building it

   Click Create page, then Start building your page, and add the logo, cover image and About section before you invite anyone.

Every Page URL follows the same pattern, linkedin.com/company/ followed by the name you chose. Pick the name buyers would type, not an internal abbreviation.

The fields that decide how the page reads

LinkedIn asks for the same handful of fields from every company. Each one is read by a prospect in a second, so write them for that second.

Company size is worth a second look. Prospects compare it with the number of employees listed on the Page, and a mismatch is an easy reason to distrust the rest.

LinkedIn company page logo and cover image sizes

These are LinkedIn's current specifications for Pages. They differ from the sizes still repeated in many older guides, so use these.

The logo is the image that travels. It appears next to every post, every job and every employee's job title, often at a few dozen pixels, so a logo that only works large is a problem. The same logic applies to the personal profile banner.

What a prospect checks after your connection request

Outreach on LinkedIn lands in a sequence the sender rarely sees. The request arrives, the prospect opens your profile, and within a few seconds most of them click the company under your title. The Page is the last thing they see before they decide.

At that moment the Page answers three questions. Is this a real company? Does it work with companies like mine? Is anyone home? An empty About section, a cover image from the setup screen and a last post from two years ago answer all three badly.

• Consistency: the tagline, your headline and your message should describe the same offer in the same words.
• Relevance: the About section should name the kinds of companies you work with, so a prospect can see themselves in it.
• Recency: a post in the last few weeks shows the company is active; it does not need to be viral.

Writing the About section for buyers, not for recruits

Most company pages are written for job seekers, because that is who the template assumes. A seller's Page should be written for the person you are about to message.

A useful About section answers four things in order: who you work with, the problem you solve for them, how you do it, and what they should do next. It uses the words your buyers use, which is also what helps the Page in LinkedIn and Google search.

Both examples were written for this page. The second one tells a prospect in one sentence whether the rest of your message is worth reading.

LinkedIn page admin roles

A Page is run through three admin roles. Each person gets one role, and the creator starts as super admin.

LinkedIn's own best-practice advice is to add another super admin, in case one loses access or leaves. A Page whose only super admin has left the company is one of the most common reasons businesses end up unable to edit their own Page.

Offering services on your company page

If you sell a service, LinkedIn lets a Company Page list it in a Services section. That turns the Page from a brochure into something a buyer can act on.

• Eligibility: only companies with 500 employees or fewer can offer services on their Company Page.
• What you add: service categories, an About description of the services, work location and whether you work remotely.
• Price range: you can show an estimated starting hourly rate, which is optional.
• Media: links to documents, photos, sites or videos can be attached.
• Messaging: when services are offered on the Page, messaging is turned on by default.

Individual members can also offer services from their own profile through a Service Page. For a small agency the two work together: the founder's profile and the company both show the same services.

When a showcase page makes sense

A Showcase Page represents a brand, business unit or initiative with its own audience. It sits under the main Company Page, and each Company Page can have 25 Showcase Pages or fewer.

Most small businesses do not need one. It makes sense when two audiences want different posts, for example a software company with a separate services arm, or a firm that serves two industries that never overlap. If the audiences overlap, one Page with clear posts is easier to keep alive than two.

Getting the first followers

A new Page starts with no followers, and the first ones usually come from the people who already know the company. LinkedIn gives Pages a way to invite connections to follow.

• Pages get monthly invitation credits, shared across all of the Page's admins.
• The credit limit renews on the first day of every month.
• When someone accepts, the credit comes back to the Page's balance, which can take up to 72 hours.
• When credits run out, you wait for the next month or, if eligible, upgrade to Premium Company Page for more.

LinkedIn does not publish a fixed number of credits in that article, so treat numbers quoted elsewhere with care. Invite people who would genuinely want the posts; employees, customers and partners first. More on growing an audience is in the LinkedIn followers guide.

The LinkedIn page verification badge

A verification badge on a Page signals that it is the official Page of the organization. LinkedIn states that it confirms, on objective criteria, that the Page represents the organization; it does not vouch for everything the Page says.

A super admin of a Premium Company Page can request verification from the Page settings. Pages with a Premium Company Page subscription, or with paid products such as jobs or ads, are automatically eligible.

LinkedIn looks at the accuracy of details such as location and website, whether the Page is claimed rather than a Listing Page, and compliance with its policies.

The personal version of the badge works differently and is covered in the verification badge guide. What the paid Page plan includes is covered in the LinkedIn Premium guide.

Using the business page to build the brand

A LinkedIn business page is where the company's brand lives on the platform. It is the one place where the name, the logo, the tagline and the story appear together, and every post, job and employee profile points back to it.

For a business that sells to other businesses, the brand a prospect meets on the page should match the one they meet in the message, on the website and in the first call. Mismatched logos, names or claims are small, but a professional audience notices them.

Share information that helps the reader, not only news that flatters the company. Engagement on the page comes from posts that are useful to the audience you sell to; a stream of announcements earns views from employees and little from buyers.

Social media tools can schedule posts to the page, but the platform rewards posts people react to and comment on. Adding a question or a clear opinion to a post usually does more for engagement than posting more often.

Posting from the page, and from the people

A Page that posts shows the company is alive. It rarely reaches as far as the people who work there, so the useful split is simple: the Page publishes the company's news, and the people who sell publish their own view of the work.

What to post, how often and when is covered in the LinkedIn content strategy guide and the guide to the best time to post on LinkedIn.

For the Page itself, consistency matters more than volume. A short update every few weeks beats a burst of posting in the launch month and silence after it.

LinkedIn's best-practice article also suggests reviewing analytics for each type of post from the admin view. That shows which posts earned followers and which only earned views; LinkedIn analytics explains what each number means.

Why a complete page matters

LinkedIn states in its own best-practice article that complete Pages see a 30 percent increase in weekly Page views. It is one of the few figures LinkedIn publishes about Pages, and it measures views, not sales.

The practical reading is simpler. Every empty field is a question the prospect has to answer alone, and most of them will not bother. Filling in the logo, cover image, About section, website, industry, size and location removes those questions before your message has to.

LinkedIn company page checklist before outreach starts

Common LinkedIn company page mistakes

• A duplicate Page. Creating a new Page because nobody knows who runs the old one splits followers and confuses search.
• One super admin. When that person leaves, the company can no longer edit its own Page.
• Old image sizes. A cover built to an outdated size gets cropped, often through the logo or the text.
• An About section for recruits. Mission and culture, but no word on who the company serves.
• Inflated company size. A band that the employee count on the Page contradicts.
• Sellers not linked. Employees who typed the company as text, so no logo and no link appear under their title.
• Silence after launch. A burst of posts in the first week, then nothing for a year.

The company page inside a LinkedIn outreach program

For teams running LinkedIn prospecting at any volume, the Page is part of the setup, like the profile and the message. It is also one of the first things worth checking when acceptance rates drop, because a request that looks fine in isolation can fail once the prospect clicks through.

When outreach is handed to an outside team, their people usually send from their own profiles, and the prospect clicks through to the agency's Page, not yours. That is worth agreeing on before the campaign starts; the guide to outsourcing LinkedIn lead generation covers it.

An About section you can adapt

The template below is a starting structure for a seller's company page, written for this page. Replace every placeholder with specifics; a vague version is worse than a short honest one.

We help {{buyerType}} {{outcome}}.

Most of our clients come to us when {{trigger}}. We {{howYouDoIt}}, and we work with {{teamSize}} teams in {{region}}.

What we do:
{{service1}}
{{service2}}
{{service3}}

Clients include {{clientTypes}}.

If {{problem}} sounds familiar, message {{contactName}} or visit {{website}}.

Frequently asked questions