How to Improve a LinkedIn Company Page

Your LinkedIn Company Page is far more than a digital business card, it’s a powerful tool for brand building, lead generation, and talent acquisition. A static, incomplete page misses the opportunity to connect with customers, partners, and potential hires in a meaningful way. This guide will walk you through the practical, actionable steps to transform your page from a simple placeholder into a dynamic hub for your brand’s community and story.

Polish Your Page Essentials: The Foundation for Growth

Before you can think about content and engagement, your page needs to look professional, credible, and complete. Many brands overlook these foundational steps, but they make a massive difference in how you're perceived. Think of this as setting the stage for everything that follows.

Complete Every Single Section

An empty field is a missed opportunity. LinkedIn's algorithm favors complete pages, making them more discoverable in search results both within LinkedIn and on Google. An incomplete profile can also seem unprofessional or suggest the business isn’t active.

• Website URL: Link directly to your homepage. It sounds obvious, but it’s amazing how many pages miss this.
• Industry, Company Size, & Company Type: These data points help LinkedIn categorize your business and show it to relevant users.
• Location: Add your physical headquarters. If you have multiple offices, you can add them, too, which helps with local search and talent acquisition.
• Custom Button: Edit the default "Follow" button to a more direct call-to-action like "Visit website," "Contact us," or "Learn more." Align this with your primary business goal - is it lead generation or brand awareness?

Take 15 minutes and go through every field available in the "Edit page" view. Fill everything out with accurate, up-to-date information.

Craft a Compelling Tagline and "About Us" Section

Your tagline is the first thing people read after your company name. Don’t just state what you do, state the value you provide. Instead of "We Sell Accounting Software," try "Effortless Accounting Software for Creative Agencies." It’s specific, speaks to a target audience, and highlights a benefit.

Your "About Us" section is where you can tell a richer story. You have 2,000 characters to work with, so use them wisely. Structure it for readability:

1. Hook: Start with a powerful opening that explains who you help and what problem you solve.
2. Solution: Briefly describe your products, services, and core value proposition.
3. Credibility: Mention your mission, vision, or what makes your company unique.
4. Keywords: Naturally include 3-5 keywords that your ideal customers would use to search for a business like yours. This helps with discoverability.

Use High-Quality, On-Brand Visuals

Visual first impressions matter. A page with a blurry, pixelated logo or an uninspired cover photo does not signal quality or professionalism.

• Profile Picture: Your logo should be clear and easily recognizable, even in a small format. Use a high-resolution file (recommended size is 400 x 400 pixels).
• Cover Image: Your cover image (1128 x 191 pixels) is your page’s billboard. Don’t waste it by simply repeating your logo. Use this space strategically to communicate value. You could showcase your tagline, feature people (your team or happy customers), or announce a major campaign or event. Keep the design simple and make sure important elements aren't cut off on mobile devices.

Develop a Content Strategy That Builds Authority

A polished page that doesn't post content is a ghost town. Consistency is everything on LinkedIn. The goal isn't just to sell, it's to educate, inform, and engage your audience so that when they need your service, you're the first brand they think of. Try building your strategy around these four content pillars.

Pillar 1: Share Your Company Story & Culture

People connect with people, not logos. Give your audience a glimpse behind the curtain. This humanizes your brand and makes it more relatable, which is especially important for attracting top talent.

• Employee Spotlights: Feature team members and their contributions. It’s great recognition for them and shows the expertise within your company.
• Milestones & Wins: Did you hit a major revenue goal, open a new office, or win an award? Share the news and thank your team and customers.
• Behind-the-Scenes: Show your team working on a project, volunteering, or participating in a company event. This content feels authentic and builds trust.

Pillar 2: Educate and Provide Value

This is where you establish yourself as a thought leader. Share your expertise generously without asking for anything in return. Post content that helps your target audience solve a problem or do their job better.

• How-To Guides: Create carousel posts (PDF documents) that walk users through a process step-by-step.
• Industry Insights: When you share an article or a report, don't just post the link. Add 2-3 sentences of your own commentary explaining why it matters to your audience. What’s your take?
• Answer Common Questions: What are the top questions your sales team gets? Turn each one into a self-contained post.

Pillar 3: Showcase Your Products and Services (Softly)

Your LinkedIn page should support business goals, but that doesn't mean it should be an endless stream of sales pitches. Instead of just announcing product features, show your products in action and focus on customer success.

• Case Studies & Testimonials: Show, don't just tell. A post highlighting how a client solved a major problem with your help is far more powerful than a feature list. Tag the client's company page for added reach.
• Problem/Solution Posts: Frame a post around a common industry pain point. Then, subtly position your service as the solution, focusing on the outcome and the benefits.
• Webinar/Event Announcements: Promoting an educational webinar is a fantastic way to generate warm leads while still providing value.

Pillar 4: Engage With Your Industry

Not every post has to be about *you*. Curating relevant news and celebrating others in your field shows that you're connected and genuinely part of the community, not just a bystander trying to sell something.

• Highlighting Partners: Give a shout-out to a great partner you collaborated with. It strengthens the relationship and introduces you to their audience.
• Industry News Commentary: Share important developments in your sector and offer your unique perspective on what it means. This positions you as an expert who is “in the know.”

Drive Engagement and Grow Your Following Organically

With a great profile and a solid content strategy, it's time to get people to actually see and interact with your page. Growth on LinkedIn is a marathon, not a sprint, and it relies on building genuine connections.

Activate Your Employees as Brand Advocates

Your employees are your greatest marketing asset on LinkedIn. The combined network of your team is likely much larger than your company page's followers. Encourage (but don't force) them to engage.

• Ensure Profiles are Linked: Ask everyone to ensure their current role on their personal LinkedIn profile is correctly linked to your official company page. This instantly boosts your page's association with credible professionals.
• Make Sharing Easy: When you publish an important post, share the link within your company's internal chat (like Slack or Teams) and say something like, "Hey team, we just published a post about our latest project. If you find it interesting, a like or a share would be much appreciated!"

Engage Proactively and Respond to All Comments

Social media is a two-way conversation. When someone takes the time to comment on your post, always respond. But don't just say "Thanks!" Ask a follow-up question to keep the conversation going. This boosts your post’s visibility with the algorithm and shows you value your community.

More importantly, don't just wait for people to come to you. Dedicate 15 minutes a day to proactive engagement:

• Follow relevant industry hashtags.
• Leave thoughtful comments on posts from other companies, potential partners, or even prospects.
• Contribute meaningfully to conversations. This gets your brand name seen in relevant spaces without being salesy.

Use Hashtags Strategically

Hashtags help categorize your content and make it discoverable to people who don't already follow you. Don't stuff your posts with dozens of tags. Instead, a targeted approach is more effective.

Use a mix of 3-5 hashtags per post:

• 1-2 Broad Tags: These are high-volume tags related to your industry (e.g., #Marketing, #SaaS).
• 2-3 Niche Tags: These are more specific, lower-competition tags that attract a highly relevant audience (e.g., #ContentStrategyForStartups, #B2BLeadGen).
• 1 Branded Tag: A unique tag for your company (e.g., #AcmeCoCulture) can help you aggregate user-generated content and build brand recognition over time.

Final Thoughts

Transforming your LinkedIn Company Page from a placeholder into a growth engine starts with a strong foundation, followed by a consistent rhythm of valuable content and genuine community interaction. By completing your profile thoroughly, creating posts that educate and inspire, and actively engaging with your audience, you build a credible and authoritative brand presence that attracts followers, opportunities, and talent.

A consistent, high-value content strategy is the centerpiece of a great LinkedIn page, but trying to manually stay on top of it can be overwhelming. Planning ahead is the key to maintaining that consistency without the daily stress. That’s why we built Postbase with a visual content calendar that lets you easily plan and schedule your entire LinkedIn strategy weeks or months in advance. You can batch your creative work, drag and drop posts to adjust your schedule, and get a clear picture of what’s coming up, all so you can focus on creating great content instead of trying to remember when to publish it.