How to Improve a LinkedIn Business Page

Your LinkedIn Business Page can either be a ghost town or a powerful engine for brand building, and the difference comes down to a few intentional adjustments. Too many companies set up their page, post a job opening every few months, and then wonder why they aren't seeing results. This guide cuts through the noise to give you a clear, actionable roadmap for transforming your page into a hub for your industry, connecting you with customers, talent, and partners.

First Things First: Complete and Optimize Your Page Profile

An incomplete profile is the digital equivalent of a store with a flickering sign and dusty windows - it doesn't inspire confidence. Before you even think about content strategy, you need to make sure your page is 100% complete and optimized to make a great first impression. Pages with complete profiles get up to 30% more weekly views.

Polish Your Visual Branding

Your visuals are the first thing visitors notice. Make them count.

• Logo/Profile Picture: Use a high-resolution version of your company logo. The ideal size is 400 x 400 pixels. Keep it consistent with the logo you use on your website and other social media channels to create brand recognition.
• Cover Image: This prime real estate (1128 x 191 pixels) should be more than just a decorative image. Use it strategically to show off your brand’s personality, highlight a new product, promote an upcoming event, or feature a powerful tagline. Update it every few months to keep things fresh.

Craft a Compelling "About Us" Section

Your "About Us" or "Overview" section is your elevator pitch. It’s also where you can sprinkle in relevant keywords that help people discover your page through LinkedIn search. Don't just list what you do, explain who you do it for and why it matters. Lead with a strong opening statement that hooks the reader. Feel free to use a conversational brand voice here - it's more engaging than stiff, corporate jargon.

Customize Your Public URL

By default, LinkedIn will assign your page a URL with a string of random numbers. Cleaning this up is a small but important step for professionalism. Go into your “Admin tools” and select “Public URL” to create a custom URL that’s easy to remember and share, ideally something like: linkedin.com/company/yourcompanyname.

Fill In Every Last Detail

Don’t skip any fields. LinkedIn’s algorithm favors complete pages.
Make certain you've filled out:

• Your website URL
• Your industry
• Your company size
• Company type (Public, Private, Nonprofit, etc.)
• Your location

Set Up a Strong Call-to-Action (CTA)

Under your company name and cover photo, LinkedIn offers a prominent custom CTA button. You can choose from several options like "Visit website," "Contact us," "Learn more," "Register," or "Sign up." Align this button with your current business goal. If you want more newsletter subscribers, use "Sign up." If you're promoting a new guide, use "Learn more."

Build a Content Strategy Beyond Job Postings

The single biggest mistake businesses make on LinkedIn is using their page exclusively for recruiting. Your page should be a resource for your industry, not just a job board. A balanced content mix is essential for attracting and retaining followers.

Establish Your Core Content Pillars

Content pillars are 3-5 core topics you consistently talk about that are relevant to both your brand and your audience. This keeps your messaging focused and helps establish your expertise. Examples include:

• Industry Insights &, Trends: Share your perspective on what's happening in your field. Post a thought-provoking stat with a simple graphic, or share a link to a relevant article with your key takeaway as the caption.
• Company Culture &, Behind-the-Scenes: People connect with people. Post a photo of a team event, share an employee spotlight, or give a glimpse of your office or work process. This humanizes your brand and makes it an attractive place to work.
• Educational Content: Teach your audience something useful. This could be a "how-to" guide, a quick tip, or an explanation of a complex topic in your industry. This builds trust and positions you as a helpful expert.
• Company Updates &, Milestones: Did your company win an award, launch a new feature, or get mentioned in the press? Share it! Your followers, especially employees and loyal customers, want to celebrate your wins with you.

Use a Variety of Content Formats

Don't just post text. The LinkedIn algorithm, and your audience, loves variety. Experiment with different formats to see what resonates.

• Image Posts: A good image can stop someone from scrolling. Use high-quality photos, branded graphics, or quote cards. An image with a concise, insightful caption often performs very well.
• Carousels (PDFs): This is one of the best-performing formats. Create a multi-page PDF document detailing a process, sharing a list of tips, or showcasing data visualizations. Upload it as a document, and LinkedIn will turn it into a native, swipeable carousel. It's a fantastic way to share a lot of information in a digestible format.
• Native Video: Video captures attention better than any other format. Upload videos directly to LinkedIn rather than sharing a YouTube link. Keep them short (under 90 seconds works best for most topics) and always include subtitles, as many users browse with the sound off.
• Polls: Running polls is a low-effort way to boost engagement and gather valuable feedback from your audience. Ask questions relevant to your industry to get a conversation started.

Engage Your Community and Expand Your Network

Social media is a conversation, not a broadcast. Consistently engaging with your community is how you turn passive followers into active advocates for your brand.

Respond to Every Comment

When someone takes the time to comment on your post, always acknowledge it. A simple "Thanks for sharing your thoughts!" or a more detailed reply can make a huge difference. Ask follow-up questions to keep the conversation going and show you’re listening.

Tag Relevant People and Pages

When you mention another company, an influential person, or one of your own employees, be sure to @-tag them. This notifies them of your post, increasing the chances they will engage with it and share it with their own network, which significantly expands your reach.

Leverage Hashtags Strategically

Use a mix of 3-5 relevant hashtags on every post. Include a combination of:

• Broad hashtags (#marketing, #technology)
• Niche hashtags (#contentmarketingstrategy, #saasmarketing)
• Branded hashtags (#YourCompanyName)

This helps categorize your content and makes it discoverable to users who follow those topics, even if they don't follow your page yet.

Activate Your Employees

Your employees are your most powerful advocates. Their collective networks are likely much larger than your company's follower count. First, make sure every employee has your company page correctly listed in the "Experience" section of their personal profile. Then, consistently encourage them to engage with your page's content - likes, comments, and shares - especially on your most important posts. LinkedIn’s algorithm values engagement from personal profiles, and employee shares can dramatically boost a post's visibility.

Grow Your Followers and Promote Your Page

Creating great content is half the battle, the other half is making sure people see it. Be proactive in growing your page's audience.

Use the "Invite Connections" Tool

LinkedIn gives page admins a monthly credit allocation to invite their personal connections to follow the company page. This is a very effective and targeted way to grow your follower base, especially when your page is new. Prioritize inviting connections who are most relevant to your business, such as clients, partners, and prospects.

Cross-Promote Everywhere

Your LinkedIn page shouldn't exist in a silo. Promote it across all your marketing channels:

• Add a LinkedIn icon to your website footer.
• Include a link in your company email signatures.
• Announce your LinkedIn page in your newsletter and encourage subscriptions.
• Mention and link to your LinkedIn page from your other social media accounts.

Analyze Your Performance and Refine Your Strategy

You can't improve what you don't measure. LinkedIn provides a robust set of free analytics for your page. Make it a habit to check them at least once a month.

Focus on What Matters

Go to your Page's "Analytics" tab and look at:

• Visitors: See who is visiting your page, including their job function, seniority, and industry. Does this align with your target audience?
• Followers: Track your follower growth over time and look at the demographic data of who is following you.
• Content: This is the most important one. See which of your posts are getting the highest impressions, clicks, and engagement rates. Identify your top-performing posts and figure out why they did well. Was it the format? The topic? The headline?

Use what you learn from your analytics to double down on what works and phase out what doesn't. Your content strategy should be a living thing, constantly evolving based on real data.

Final Thoughts

Improving your LinkedIn Business Page isn’t about finding a single "hack" but about consistently applying these fundamental practices. By completing your profile, building a strong content strategy, actively engaging with your community, and analyzing your results, you'll create a powerful asset that builds brand awareness, generates leads, and attracts top talent.

To do this well, consistency is everything. We know it can be a challenge to keep up with a full content schedule, especially if you're managing multiple social platforms. That’s why we built Postbase with a visual calendar that lets you see your entire content plan at a glance. You can plan and schedule weeks of content for LinkedIn and all your other channels, all in one place, so you can stop manually posting and focus on the strategy that truly grows your brand.