How to Create a Business on LinkedIn

Turning LinkedIn from a simple networking site into a powerful engine for your business is entirely possible, and you don't need a massive marketing budget to do it. This guide breaks down exactly how to create, optimize, and grow your business on the platform, from setting up your page correctly to building a community that actually cares about what you do.

Laying the Foundation: Creating Your LinkedIn Company Page

Your personal profile is great for building your individual brand, but for your business, a dedicated Company Page is non-negotiable. It's the professional home for your brand on the platform, allowing you to build a follower base, run ads, and access analytics a personal profile can't. Most importantly, it establishes legitimacy. Here's how to set one up in just a few minutes.

Step-by-Step: Getting Your Company Page Live

Getting started is straightforward. Just follow these simple steps:

1. On the LinkedIn homepage, click the "For Business" icon in the top-right corner. At the bottom of the menu that appears, select "Create a Company Page +".
2. Choose your page type. For most businesses, you'll select "Company." The other options are "Showcase page" (for highlighting specific brands or initiatives) and "Educational Institution."
3. Fill in your Page identity details. This includes your company's name, your desired public LinkedIn URL (e.g., linkedin.com/company/your-brand-name), and your website.
4. Add your profile details. This is where you'll upload your company logo (use a square, high-resolution version) and write a one-sentence tagline that clearly explains what you do.
5. Check the verification box and click "Create page." That's it! Your page is now live, but the real work starts now.

Optimizing Your Page for Discovery and Connection

An empty or incomplete page feels unprofessional and untrustworthy. Now that your page exists, it's time to fill it out completely to make a great first impression and help people find you through LinkedIn search.

Craft a Compelling "About Us" Section

This is your chance to tell your story. Don't just copy and paste from your website. Tailor it for LinkedIn. Clearly explain who you are, who you help, and how you help them. Weave in relevant keywords that potential customers or clients might use to find a business like yours. This section is indexed by both LinkedIn's and Google's search algorithms, so treat it with the same care you would your website's main pages.

Your Banner Image is Your Billboard

Your banner is the largest visual element on your page - use it strategically. Don't just drop in another logo. Instead, use that prime real estate to:

• Showcase a new product or service.
• Announce an upcoming event or webinar.
• Display your brand's core mission or tagline.
• Feature a clear call-to-action directing people to your website or a free resource.
• Show a photo of your team or customers using your product.

Don't Forget the Nitty-Gritty Details

Scroll through your page settings and fill in everything. This includes your industry, company size, founding date, and any physical locations. LinkedIn's data shows that pages with complete information appear far more professional than other pages and receive significantly more weekly views.

The Heart of Your Strategy: Content That Builds Authority

A well-optimized page is great, but content is what will make people follow you, trust you, and, eventually, buy from you. The goal on LinkedIn isn't viral cat videos, it's about providing genuine value that positions your company as an expert in its field.

Understanding the LinkedIn Mindset

Users are on LinkedIn with a professional mindset. They're looking to learn, grow their careers, solve business problems, and connect with peers. Your content needs to align with that. Frame your posts around what your target audience needs, not just what your company wants to sell. Think less "Buy now!" and more "Here's how you solve [problem]."

The Four Pillars of Great LinkedIn Content

To keep your feed fresh and engaging, build your content strategy around a mix of these four pillars:

• Educate: Share how-to guides, industry insights, data-backed trends, tips, and answers to common customer questions. This builds topical authority.
• Inspire: Tell the story behind your brand, share customer success stories, highlight team accomplishments, or post about your company culture and values. This builds connection.
• Entertain: Yes, even on LinkedIn. This could be a relatable piece on the frustrations of your industry, a behind-the-scenes look at a company event, or clever commentary on current events. This makes your brand more human.
• Promote: Use this pillar sparingly. Announce new product features, link to a free demo, or share a special offer. Promotional content works best when it's balanced by the other three types.

Content Formats That Win on LinkedIn

Mix up your content formats to keep things interesting. Here's what works well right now:

• Text-Only Posts: Storytelling thrives here. Use short, readable paragraphs and strategic spacing to tell a customer story or share a personal business lesson. They often get great reach.
• Image Posts: Create simple graphics with key stats, quotes, or tips. Infographics, charts, and high-quality photos of your team or product also perform well.
• Carousels (PDF Documents): This format is perfect for deep-dive educational content. Create a multi-page PDF presentation with tips or a step-by-step guide and upload it as a "document." Users can click through it right in their feed, driving massive engagement.
• Native Video: LinkedIn's algorithm prioritizes video that's uploaded directly to the platform. Keep them short (1-2 minutes is ideal), add captions (most users watch with sound off), and deliver value right away. Product demos and quick expert interviews are perfect fits.

Growing Your Audience and Building Community

Creating content is only half the battle. You also need to actively grow your reach and foster a real community around your page.

Leverage Your Team's Network

Your employees are your greatest marketing asset on LinkedIn. As soon as your page is live, do two things:

1. Ask every employee to add your company as their current place of work on their personal profile. This links them directly to your Company Page.
2. Create a simple internal process for encouraging employees to share and engage with your page's content. Their combined networks represent a massive, built-in distribution channel.

Engage with Your Niche

Think of LinkedIn as a professional networking event. You wouldn't just stand in a corner shouting about your products, you'd join conversations. Do the same thing digitally. Follow relevant hashtags in your industry. Find posts from industry leaders, potential clients, and even competitors and leave thoughtful, insightful comments. Add to the conversation, don't just promote yourself. This positions your entire brand as a helpful participant in the industry.

Don't Just Broadcast, Have Conversations

When someone takes the time to comment on one of your posts, respond! Acknowledge their contribution, answer any questions, and engage in genuine conversation. This simple act tells the LinkedIn algorithm that people care about your content, and it fosters a loyal community that feels seen and heard.

Activating Your Business: Turning Connections into Customers

With a foundation in place and content flowing, you can start strategically steering your LinkedIn activity toward tangible business goals.

Authentic Lead Generation

Forget hard selling. True lead generation on LinkedIn comes from the trust you build. When people engage with your content consistently, they're signaling interest. For those who frequently comment or seem like a perfect fit, consider moving the conversation forward. Send a personalized connection request from your personal profile (or a key team member's) that references your interactions. For example:

"Hi [Name], I've really enjoyed your comments on our content about [topic]. I checked out your company and it looks like you're doing some great work in [their industry]. Would love to connect."

Use a Clear Call-to-Action

Every so often, it's okay to ask for the sale. Include clear and direct calls-to-action (CTAs) in relevant posts. If you share a post about solving a problem, it's perfectly natural to end it with, "If this is a challenge you're facing, feel free to book a free demo with us here: [link]." The key is making sure the CTA logically follows the value you've just provided.

Highlight What You Sell on the "Products" Tab

LinkedIn offers a dedicated "Products" tab on your Company Page where you can list your specific services and products. Fill this out with high-quality images, descriptions, and links. It acts as a mini-storefront right on your page, allowing potential customers to see exactly what you offer without having to leave the platform.

Final Thoughts

Building a business presence on LinkedIn is a marathon, not a sprint. It's about consistently showing up with valuable content, engaging in your community with genuine helpfulness, and building trust one interaction at a time. By setting up your page for success and focusing on your audience's needs, you can transform it into a predictable source of leads, sales, and brand authority.

Thinking about all this - plus creating content for other platforms - can become a lot to manage. That's a major reason why my team and I built Postbase in the first place. We all felt the pain of using clunky, unreliable tools that made scheduling content way too complicated. So we designed a clean, modern scheduler that makes planning all your social media - from your in-depth LinkedIn carousels to your Instagram Reels and TikToks - feel simple and organized. By putting everything into one visual calendar, you spend less time wrestling with software and more time focused on building those connections that truly grow your business.