How to Optimize Your LinkedIn Company Page in 4 Easy Steps (For B2B Success)

To optimize your LinkedIn company page for B2B success:

Ensure a professional appearance with branded imagery and a clear description. Post valuable, niche-focused content regularly. Engage by inviting connections and actively interacting. Lastly, leverage personal and team profiles to amplify reach and drive traffic to your company page.

Main Takeaways:

  1. A professional LinkedIn Company Page is not just an online presence but an essential tool for B2B networking and lead generation.
  2. Consistent branding and a compelling description can turn casual visitors into potential leads.
  3. Regular, valuable content establishes your company as an authority in its niche.
  4. Active engagement and monthly invites can exponentially increase your page’s visibility and audience.
  5. Leveraging personal profiles, especially of team members, can drive significant traffic to the company page, further establishing its relevance and authority.

Quick Table: 4 Steps to Optimize Your LinkedIn Company Page

Make It ProfessionalUse a branded profile image, banner, an effective title, a compelling description and custom buttons
Content CreationPost valuable content regularly, use multimedia, and establish your page as a hub for a specific topic.
Engage & InviteUtilize the “Invite Connections” button monthly and actively engage with your audience.
Harness the Power of Personal ProfilesEncourage team members to post and share company content, driving traffic back to the company page.

Table of Contents

  1. Introduction: Why You Need to Optimize Your LinkedIn Company Page
  2. Personal Experience of My Own Company Page
  3. 4 Steps to Optimize Your LinkedIn Company Page
    • 4.1. Make It Professional With 5 Key Elements
    • 4.2. Consistently Create Useful Content
    • 4.3. Utilize the “Invite Connections” Button
    • 4.4. Leverage Your Personal Profile and Employee Profiles
  4. Conclusion

Introduction: Why You Need to Optimize Your LinkedIn Company Page

In today’s digital age, LinkedIn has transformed from a mere professional networking site to a robust platform for businesses to showcase their expertise, build connections, and drive meaningful engagements. Optimizing your LinkedIn company page is not just about aesthetics; it’s about creating a strategic gateway to new business opportunities. Let’s delve into the compelling reasons:

Reason 1: To Appear on the LinkedIn Search 

Just like Google, LinkedIn has its search ecosystem. By optimizing your company page, you enhance your chances of appearing in relevant searches, enabling potential clients or partners to discover you effortlessly.

A Personal Case Study: – LinkedIn Ads Agency 

In the past 30 days, my LinkedIn ads agency company page,, emerged prominently in LinkedIn search results. When users input keywords such as “LinkedIn ads,” was among the top results.

The Impact of Optimization on Visibility 

This optimization led to 154 individuals discovering and visiting over the last month alone. The surprising part? This was achieved with minimal effort. With more dedication, there’s vast potential to increase this number and subsequently, the opportunities it brings.

Reason 2: To Get Leads from LinkedIn

The Potential of Every Visitor 

Every individual who lands on your company page holds potential value. With compelling CTAs and engaging content, you can transform these visitors into actionable leads. Each interaction, whether it’s a click-through to your website or an outreach via LinkedIn, plays a crucial role in lead generation.

The Journey from LinkedIn to Your Website 

The custom link on your LinkedIn company page serves as a bridge to your main website. This seamless transition allows visitors to explore your offerings further, delving deeper into what your brand represents.

Conversion Opportunities on Your Website 

Once on your website, these visitors encounter various call-to-action (CTA) prompts. One particularly effective CTA is the “speak to us” button or link, which facilitates direct phone calls. Such CTAs can convert a mere visitor into a potential lead or even a loyal customer.

Real-World Impact: A Personal Experience 

To put this into perspective, I had 200 individuals click on the custom link from my LinkedIn company page that redirected them to my website. A significant portion of these visitors then proceeded to initiate phone calls by clicking on the “speak to us” CTA on the website. This showcases the potential of an optimized LinkedIn company page in driving conversions.

Reason 3: To Look More Professional and Increase Authority

The Role of Your LinkedIn Company Page in Your Marketing Mix 

Your LinkedIn company page isn’t just another social media profile; it’s an integral component of your overall marketing strategy. As professionals discover you on LinkedIn or even through other platforms and subsequently visit your website, they expect consistency. They want to see that the brand they’re engaging with on other platforms maintains a polished and professional presence on LinkedIn as well.

Displaying Authority and Credibility 

A well-maintained company page on LinkedIn is a testament to your brand’s authority in your industry. It’s an indicator that your brand is legitimate, reliable, and trustworthy. The number of followers on your company page further amplifies this perception. A high follower count can be perceived as a vote of confidence from the LinkedIn community, signaling that many professionals recognize and support your brand.

Summary Table: Key Reasons to Optimize Your LinkedIn Company Page

To Appear on LinkedIn SearchOptimization increases visibility in LinkedIn’s search ecosystem, drawing more visitors to your company page. A case study: appeared prominently for relevant keywords, leading to significant visitor traffic.
To Get Leads from LinkedInEvery visitor is a potential lead. With compelling CTAs and content, visitor interactions can convert into actionable leads. The bridge from LinkedIn to your website, such as a custom link, can lead to further engagements like phone calls.
To Look More Professional and Increase AuthorityYour LinkedIn page is a crucial component of your marketing mix, reflecting professionalism and industry authority. A well-maintained page, combined with a high follower count, enhances brand credibility and trustworthiness.

Personal Experience of My Own Company Page

Outcomes With Minimal Effort 

Last year, I’ll admit, my efforts towards optimizing my LinkedIn company page were minimal. Yet, even with this modest input, I observed 1,470 Page Views and 200 custom button clicks leading to my website. 200 custom button clicks weren’t just clicks; they translated to 703 unique users. This indicates an impressive conversion rate, with nearly 25% of visitors to my LinkedIn company page proceeding to interact further on my website.

The Power of Content 

The content strategy I employed on my company page was simple yet effective: drive clicks to convert. The aim was to create content that not only informed and engaged but also subtly guided the reader towards desired actions, like visiting my website or reaching out for services.

The Potential Yet to Unleash 

While the results have been promising, what excites me the most is the untapped potential. The outcomes I’ve observed have been with minimal effort. Imagine the possibilities with a dedicated and strategic approach! It’s evident that there’s immense potential waiting to be harnessed.

4 Steps to Optimize Your LinkedIn Company Page

Having understood the significance of optimizing your LinkedIn company page, it’s time to dive into the actionable steps that will transform your page from just another profile to a powerful business tool.

Step 1: Make It Professional With 5 Key Elements

In today’s digital age, first impressions often occur online, and your LinkedIn company page is no exception. Ensuring your page looks polished and professional can make the difference between captivating a potential client or partner and losing them. 

In the accompanying image, I’ve highlighted the five pivotal components of a LinkedIn company page: the banner, profile image, title, description, and custom button.

Summary Table: 5 Essential Elements for a Professional LinkedIn Company Page

Add a BannerFirst visual element visitors encounter.Align with brand colors; convey core message. Use recommended dimensions for a seamless look.
Add a Profile ImageRepresents the company’s brand identity.Use a high-resolution logo; incorporate brand colors. Ensure it fits well within the designated space.
Craft a Compelling TitleEncapsulate what the company stands for.Make it clear, relevant, and aligned with potential search queries.
Detailed DescriptionProvides an overview of the company’s offerings & value.Be concise; align with potential search queries and LinkedIn SEO.
Utilize the Custom ButtonDirects visitors to the next desired action (e.g., website visit).Link to a relevant page like the main website or product page. Choose an appropriate label for the button.

1. Add A Branded Banner 

This is the first thing visitors see. Ensure it aligns with your brand colors and communicates your core message or value proposition. 

For instance, my page, – LinkedIn Ads Agency, uses its distinctive brand colors to leave a memorable impression and communicates with the text ‘Scaling B2B Companies With LinkedIn Ads’. 

Adding or Changing the Banner

  • Go to your LinkedIn company page.
  • Hover over the banner area. You’ll notice an “Edit” or “Camera” icon.
  • Click on it, and you’ll get an option to upload a new image.
  • Ensure the image adheres to LinkedIn’s recommended dimensions for a seamless look.

2. Add A Branded Profile Image

Typically, this would be your company logo. Ensure it’s of high resolution and fits well within the designated space. This should also incorporate your brand colors for recognition.

Updating the Profile Image

  • On your company page, hover over the current profile image.
  • Click the “Edit” or “Camera” icon that appears.
  • Upload your desired logo or image. Remember to check it’s in high resolution for clarity.

3. Craft a Compelling Title 

Your title isn’t just a name; it’s an opportunity to encapsulate what your company stands for. Make it clear, relevant, and aligned with what potential visitors might be searching for. 

For example, my page’s title is “ – LinkedIn Ads Agency”, and this clearly indicates the niche and expertise of the company, which is LinkedIn Ads. 

4. Detailed Description 

Detail what your company does, the services you offer, and the value you bring to your clients. This isn’t just for visitors but also aids in search engine optimization within LinkedIn.

As an example, I described my company page as, “LinkedIn ads agency, helping high growth b2b companies scale”, and this concisely conveys the company’s niche and the value the company bring to the clients. 

Modifying the Description

  • Navigate to the “Overview” section of your company page.
  • Here, you’ll find an “Edit” option or a pencil icon next to your current description.
  • Click on it and input your new, optimized description.

5. Add a Custom Button 

Add a custom button that links to your website, a product page, or a contact form. This serves as a direct call-to-action, guiding visitors to take the desired next step.

My company page uses the “Visit website” button to direct visitors to their main site. 

Here’s a breakdown of potential button labels that can be selected:

Table: Custom Button Options on LinkedIn Company Page
Button Label Typical Usage
Contact us Direct visitors to a contact form or support page.
Learn more Redirect to a detailed product/service page or informational content.
Register Guide visitors to sign up for an event, webinar, or course.
Sign up For newsletter subscriptions or platform registrations.
Visit Website General purpose, directing visitors to the main website or a specific landing page.

Setting up the Custom Button

  • While on your company page, look for the “Edit public info” option on the right or the “Admin tools” dropdown.
  • Select “Edit Page.”
  • Scroll to find the “Button” section. Here, you can choose the type of button (e.g., “Visit website”) and input the corresponding URL.
  • Remember, this button should guide visitors to the most relevant and desired action, be it visiting your website, signing up, or getting in touch.

Optional Elements

Lead Gen Forms 

If you’re aiming for lead generation, consider integrating LinkedIn’s lead gen forms directly on your company page. When visitors click on it, a form pops up, making it convenient for them to share their details if they’re interested in learning more.

Setting up the Lead Gen Form: 

  • Select “Edit public info.”
  • Scroll through the edit section until you find the ‘Lead Gen Forms’ option.
  • Choose to create a new form if you haven’t set up a Lead Gen Form before. You’ll be prompted to fill in details like form name, offer headline, and offer details.
  • Decide on the information you wish to gather, such as name, email address, company, and job title.
  • Compose a ‘Thank You’ message. 
  • Link to your company’s privacy policy. LinkedIn mandates this for transparency and user security.
  • Review all the information for accuracy, then save the form.

Step 2: Consistently Create Useful Content

LinkedIn company pages face an uphill battle when it comes to visibility and engagement. In contrast, personal profiles often enjoy a more favorable algorithmic push. This disparity underscores the importance of taking content creation for your company page very seriously.

Here’s what you need to do: 

Summary Table: Key Steps for Crafting Effective LinkedIn Content

Step #Action StepDescription
1Determine Core TopicIdentify the central theme or subject around which your content will revolve.
2Use MultimediaIncorporate various formats like videos, images, documents, and infographics for a rich content experience.
3Post DailyConsistency is key. Aim to post regularly to keep your audience engaged.
4Focus on ValueEnsure each content piece offers tangible value or insights to the audience.
5Engage with AudienceRespond to comments, participate in discussions, and foster community engagement.
6Analyze and AdaptRegularly review content performance metrics and adjust your strategy accordingly.

Determine Your Core Topic

Before posting anything, decide on the main theme or subject of your content. This should align with your company’s expertise and the interests of your target audience. Focus on creating a content hub around that specific topic to become the go-to resource on LinkedIn for your niche.

For example, if you’re a LinkedIn ads agency like me, your core topic might revolve around LinkedIn advertising strategies and best practices. 

Use a Multimedia Perspective

Gone are the days of text-only updates. Embrace a mix of content types, including videos, docs, articles, and slideshows. This not only keeps your audience engaged but also caters to different content consumption preferences.

Stay Consistent with Posting

Aim to post daily or at least five days a week. The more valuable content you churn out, the better your chances of building a strong, engaged following.

Focus on Value

Every piece of content should offer something of value to your audience, whether it’s a new insight, a helpful tip, or an industry update. Avoid overly promotional posts; instead, aim to educate, inform, and inspire.

Engage with Your Audience

Content creation isn’t a one-way street. Engage with those who comment on or share your posts. Answer questions, acknowledge feedback, and foster a sense of community.

Analyze and Adapt

Regularly review the performance of your posts. Which ones are getting the most engagement? What topics resonate most with your audience? Use these insights to refine your content strategy moving forward.

My Personal Success with Content on LinkedIn

It’s one thing to discuss the importance of content, but seeing tangible results can truly drive the message home. Here’s a snapshot of my experience with one specific post on’s LinkedIn company page:

  • The Post in Question
Metric Value
Impressions 1155
Engagements 905
Clicks 890
Click-Through Rate (CTR) An astounding 77%
Reactions 13
Comments 1
Reposts 1
Beyond the Immediate Impact:

Even though I took a hiatus from regular posting, the residual effects of my content strategy were evident. I observed 190 page views in one month and 188 in another. This passive engagement is a testament to the lasting impact of well-crafted content.


The stats also indicate a high conversion rate. Many visitors, drawn in by the content, proceeded to click the custom buttons, leading to potential leads and conversions.

The Bigger Picture:

If such results can stem from intermittent posting, imagine the potential of a consistent and strategic content plan. There’s potential to drive hundreds of views every month, cementing your company page as a valuable asset in your marketing mix.

Step 3: Utilize the “Invite Connections” Button

Building a robust LinkedIn company page audience is pivotal for visibility and engagement. One of the most direct strategies to achieve this growth is by leveraging the “Invite Connections” feature. Here’s a deeper dive into its importance and how to harness its full potential:

The Monthly Ritual for Growth

Every month, take a moment to utilize the “Invite Connections” button. With the ability to send up to 250 invites each month, this tool can be instrumental in steadily building out your company page. It’s a ritual followed by many successful LinkedIn users:

  • Consistent Invitations: Every month, like clockwork, send out those 250 invites. Even if only a fraction, say 25 people, accept your invitation, that’s a consistent addition to your follower base month after month.
  • Cumulative Growth: While the monthly numbers might seem modest, they accumulate. Over the course of a year, even with a conservative acceptance rate, you can see a significant rise in your followers.

Monthly Growth Projection from Invites

MonthInvites SentEstimated Acceptance (10%)Cumulative Followers

Benefits of Growing Your LinkedIn Company Page Audience

Benefit Description
Increased Visibility More followers mean more eyes on your content.
Higher Engagement A larger audience can lead to more likes, comments, and shares.
Potential for Organic Growth Engaged followers are more likely to share your content, leading to organic growth without sending invites.

Key Elements of a Successful Invite

Element Description
Personal Touch Customize the default message to make it more personable and relevant.
Relevance Ensure the invitee has some connection or relevance to your company’s industry or services.
Follow-up Content Once they accept, ensure they see valuable content right away, which reinforces their decision to join.

Step 4: Leverage Your Personal Profile and Employee Profiles

The real power of LinkedIn doesn’t just reside in a company page; it’s also significantly influenced by the personal profiles of company representatives, especially in a B2B setting. Here’s how to utilize this aspect:

The Power of Personal Profiles

While company pages are crucial, personal profiles often see higher engagement rates on LinkedIn. This is because personal interactions resonate more with users than corporate messages.

Quick Summary Table: Benefits of Personal Profiles on LinkedIn

Direct ExperiencePosting regularly establishes authority and funnels traffic to the company page.
Increased VisibilityPersonal posts have a wider reach, often leading viewers to the company page.
Authentic EngagementPersonal stories resonate more, driving higher engagement and visibility for the company page.
  1. Direct Experience: I’ve personally observed the impact of posting regularly from my personal profile. Every day, I share insights, updates, and more. This not only establishes my authority but also funnels a significant amount of traffic back to the company page. Many of those who engage with my personal posts end up visiting the company page to learn more about our services.
  2. Increased Visibility: Personal posts have a wider reach. For instance, when I share content from my personal profile, it gets substantial traffic. Many of these viewers end up clicking on the company name listed in my profile, leading them straight to our business page.
  3. Authentic Engagement: People connect with individuals more authentically. Sharing personal experiences, stories, or insights related to your business can drive higher engagement and, in turn, more visibility for your company page.

Employee Profiles as Brand Ambassadors

Every employee in a company can act as a brand ambassador on LinkedIn, amplifying the company’s reach and impact.

Quick Summary Table: The Collective Impact of Team Engagement on LinkedIn

Collaborative EffortThe impact is magnified when multiple team members post and engage, not just the leadership.
Consistent BrandingTeam profiles should align with company branding, from company name listings to role descriptions.
Shared ResponsibilityAll team members, regardless of rank, should post regularly. Their collective activity can boost the company’s online presence.
Training & GuidanceEquip team members with guidelines and training to ensure they maintain effective, professional LinkedIn profiles.
  1. Collaborative Effort: While my daily posts make a difference, imagine the compounded impact if multiple team members did the same. If you’re part of a team or lead one, encourage every member to actively post and engage on LinkedIn.
  2. Consistent Branding: Ensure that all team members have profiles that align with the company’s branding. This includes having the company name correctly listed, using similar language to describe their roles, and sharing company content.
  3. Shared Responsibility: It’s not just about the company’s leadership posting. If you have a team, even if it’s just two or three people, get them posting regularly from their branded personal profiles. When multiple people from the same company are active on LinkedIn, it creates a ripple effect. The collective traffic generated by multiple employees actively engaging on the platform can lead to exponential growth for the company’s page and even funnel traffic to the company website.
  4. Training and Guidance: Provide team members with guidelines and training to ensure they represent the company effectively and maintain active, professional profiles.


Optimizing your LinkedIn company page is not just a one-time task; it’s an ongoing effort that requires strategic planning, consistent content creation, and active engagement. Leveraging both personal and company profiles can drive exponential growth, and with the combined efforts of your entire team, the potential is limitless.

Main Takeaways:

  1. Optimization is Key: A well-optimized professional looking company page not only boosts visibility but also establishes authority on LinkedIn.
  2. Content Matters: Regular, valuable content centered around a core topic can set your company page apart.
  3. Personal Profiles Pack a Punch: Daily posts from personal profiles can funnel a significant amount of traffic back to the company page.
  4. Team Effort Amplifies Impact: When multiple team members actively post and engage, the collective result is a broader reach and increased visibility.
  5. Consistency is Crucial: Regular updates, content posting, and engagement can lead to consistent growth and enhanced brand recognition on LinkedIn.

By following these steps and insights, you’ll be well on your way to maximizing your LinkedIn presence and driving meaningful engagement that translates into tangible business results.

Further Reading:

Dive deeper into LinkedIn mastery by checking out our other must-read articles on crafting irresistible LinkedIn hooks, executing successful LinkedIn campaigns with a new strategy for 2023, mastering lead generation strategies, and more

Check Out:

Philip Ilic

Philip Ilic

B2B Growth Specialist

Phil helps B2B SaaS companies with growth marketing and is a deep specialist in Linkedin advertising and paid social more generally (Facebook, Twitter, LinkedIn). He runs a paid social agency called and is the founder of


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