How to Create a LinkedIn Page

Creating a professional presence on LinkedIn starts with your Company Page. This isn't just a digital business card, it's a dynamic hub for establishing industry authority, attracting top talent, and connecting with potential customers. This guide provides a straightforward, step-by-step process for setting up your LinkedIn Page from scratch and optimizing it to start growing your brand today.

Why Does a LinkedIn Page Matter?

Before jumping into the "how," let's quickly cover the "why." In a professional landscape, a well-managed LinkedIn Page isn't optional - it's foundational. It serves several powerful functions:

• Builds Credibility and Trust: A complete and active page signals that your business is legitimate and professional. It provides a formal space for you to share your story, mission, and values.
• Attracts Top Talent: LinkedIn is the world's largest professional network, making it a primary destination for job seekers. Your Page is often the first place potential candidates will look to learn about your company culture and open roles.
• Drives Lead Generation: You can directly share content, case studies, and product updates that attract and nurture leads. The platform's professional context means you're reaching people when they're in a business mindset.
• Acts as a Content Hub: Your Page is the official channel to house your brand's articles, videos, whitepapers, and success stories, establishing you as a thought leader in your industry.
• Powers SEO and Discoverability: A complete LinkedIn Page ranks in Google search results. When someone looks up your company, you want your professional, curated page to be one of the top results they see.

Before You Start: Gather These Essentials

Having everything ready beforehand makes the setup process smooth and fast. Think of it like gathering your ingredients before you start cooking. Here’s what you’ll need:

• A Personal LinkedIn Profile: You must have a personal profile to create and manage a Company Page. Your profile should be at least seven days old, have a "Beginner" or higher profile strength, and have several connections. This is LinkedIn's way of preventing spam.
• A Verified Email Address: Make sure a confirmed email address is attached to your personal account (you’ll be able to manage this in your settings).
• A Company Logo: The ideal size is 300 x 300 pixels. This will appear as your main profile picture everywhere your page shows up, so make sure it's a high-quality, clear version of your logo.
• A Cover Image: Recommended dimensions are 1128 x 191 pixels. This is the banner at the top of your page and a prime piece of visual real estate.
• Company Description / "About Us": Write a compelling summary of what your company does, who you serve, and what makes you unique. Have this ready to copy and paste. You have 2,000 characters to work with.
• Website URL: The official URL for your company's website.

How to Create Your LinkedIn Page: A Step-by-Step Guide

Once you have all your materials ready, the creation process itself only takes a few minutes. Here’s exactly how to do it.

Step 1: Navigate to the "Create a Page" Section

Log in to your personal LinkedIn profile. In the top right corner of the navigation bar, look for the "For Business" icon (it looks like a grid of nine dots). Click on it, and a dropdown menu will appear. Scroll down to the very bottom and click on "Create a Company Page +".

Step 2: Select Your Page Type

LinkedIn will present you with three options. For most businesses, the first one is the right choice.

• Company: This is for small, medium, and large businesses. This is the option we will be following in this guide.
• Showcase Page: These are an extension of an existing Company Page, designed to highlight a specific brand, business unit, or initiative. You would create this after your main page is up. For example, Microsoft has a main Company Page but also Showcase Pages for products like Microsoft Azure.
• Educational Institution: This is specifically for schools, colleges, and universities.

Click on "Company" to proceed.

Step 3: Fill in Your Page Identity Details

This is where you'll enter the basic information for your page. Every field here is important for discoverability.

• Name: Enter your official company name. Keep it clean and straightforward - avoid adding taglines or keywords here.
• Public URL: LinkedIn will automatically suggest a URL based on your company name (e.g., linkedin.com/company/your-company-name). You can customize this if needed. Aim for a simple, professional URL that matches your brand name precisely. This can't be changed easily, so choose wisely!
• Website: Enter the URL for your company’s website.

Step 4: Enter Your Company Details

Next, you’ll provide information that helps categorize your business on the platform.

• Industry: Choose the most relevant industry from the dropdown list. This helps LinkedIn users discover your company when they search by industry.
• Company Size: Select the range that corresponds to your number of full-time employees.
• Company Type: Choose from options like Public Company, Self-Employed, Government Agency, Non-Profit, Sole Proprietorship, Privately Held, or Partnership.

Step 5: Upload Your Profile Details

This step is all about your visual identity. Don't skip it!

• Logo: Click "Choose File" and upload your 300 x 300 pixel company logo. This is your page's avatar and will appear whenever you post or comment.
• Tagline: Here is your chance to shine. In one short sentence (120 characters max), describe what your company does. Think of it as an elevator pitch. For example, a marketing agency might use: "We build digital marketing strategies that drive growth for SaaS companies." It’s clear, concise, and focused on value.

Step 6: Verify and Create Your Page

Finally, check the verification box at the bottom to confirm that you are an authorized representative of the company. Once that's done, click the "Create page" button. Congratulations, your page is officially live! But you’re not done yet - the real work begins now.

Your Page is Live! Now, Let's Optimize It

An empty or incomplete LinkedIn Page looks unprofessional. Now is the time to build it out and turn it from a basic listing into a compelling brand destination. LinkedIn provides a helpful setup checklist to guide you - try to complete every item.

Complete Every Field on Your Page

A complete profile performs significantly better. Go through every available section and fill it out thoughtfully. Pay special attention to the “About” section. Use this space wisely to tell your story, weaving in relevant keywords that potential followers or customers might use to find businesses like yours.

Don't forget to add:

• Locations: Add your headquarters and any other office locations.
• Custom Button: Edit the blue button at the top of your page. You can change the call-to-action to "Visit website," "Contact us," "Learn more," "Register," or "Sign up." Link this to the most relevant page on your website.
• Hashtags: Add up to three hashtags that represent your brand, industry, and topics you'll be discussing. This helps people discover your page and its content.

Design an Impactful Cover Image

Your cover image (1128 x 191 px) is the most prominent visual on your page. Don't just upload a random stock photo. Use it strategically to reinforce your brand identity.

Good Ideas for a LinkedIn Cover Image:

• Showcase your products or services in action.
• Feature a photo of your team to humanize your brand.
• Include a key tagline or value proposition.
• Promote an upcoming event, webinar, or campaign.

Create and Pin Your First Post

Don’t leave your page looking empty. Publish your first post as soon as your page is set up. This could be a warm introductory post, a look behind the scenes, or a link to your most valuable piece of content.

After you publish it, click the three dots in the top-right corner of the post and select "Pin to top." This post will now remain at the top of your page feed for all visitors to see. A pinned post is perfect for a welcome message, a major announcement, or a long-term promotion.

Invite Your Connections to Follow

LinkedIn gives page admins "invitation credits" each month they can use to invite their personal connections to follow the page. Start by inviting colleagues, partners, and existing clients who you know will be supportive. Gaining your first 100 followers gives the page social proof and helps kickstart its growth.

Best Practices for Managing and Growing Your Page

Setting up your page is step one. Consistent, thoughtful management is step two. Here are a few core principles to follow:

• Post with Consistency: Aim for a regular posting schedule. Whether it's three times a week or once a day, consistency is more important than volume. Share valuable insights, industry news, company updates, and success stories.
• Use a Mix of Content Formats: Don't just post links. LinkedIn's algorithm favors rich media formats like native video, single images, multi-image posts, and carousels (by uploading a PDF). Mix it up to keep your audience engaged.
• Encourage Employee Advocacy: Your employees are your biggest brand champions. Encourage them to list your company on their profiles (this automatically makes them a "listed employee") and to share or comment on company content. Posts shared by employees often get far more reach than posts from the page itself.
• Engage with Your Community: When people comment on your posts, respond to them. It shows you're listening and helps build a loyal community. Don't be afraid to comment on other relevant industry pages or hashtags as your brand, either.

Final Thoughts

Creating and optimizing a LinkedIn Page is a fundamental step for any business ready to build its professional brand online. By following the steps above, you can confidently set up a page that not only looks professional but is also fully optimized to attract followers, engage potential customers, and find top talent.

Once your page is up and running, the real work of managing a content calendar and engaging with your community begins. We built Postbase to make managing LinkedIn - along with all your other social platforms - feel simple and organized instead of chaotic. Scheduling all your posts, including rich media like carousels and videos, from a single visual calendar helps you reclaim hours of your day, so you can stay focused on building your brand.

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