How to Make a Business Profile on LinkedIn

Having a LinkedIn Company Page is the professional equivalent of having a storefront on Main Street - if you're a B2B business, a service provider, or simply want to build a credible brand, you need one. This article is your complete roadmap, guiding you through every step of creating your page, optimizing it for discovery, and using it to grow your business.

Why Bother With a LinkedIn Page in the First Place?

Before jumping into the step-by-step instructions, it's worth understanding why this is such a valuable use of your time. Your personal profile is about you, but a Company Page gives your business its own distinct voice and professional identity on the world’s largest professional network.

It Builds Instant Credibility

In a world where customers and potential partners research everyone online, a well-maintained LinkedIn Page shows you're a legitimate, active business. It serves as a central hub for your company’s mission, its employees, and its expertise. When someone searches for your company name, an active LinkedIn page often appears high in the search results, giving you control over that critical first impression.

You Can Attract and Recruit Top Talent

Top professionals use LinkedIn to research potential employers. Your Company Page gives them a glimpse into your company culture, values, and the people behind the brand. You can post job openings directly, showcase what makes your workplace unique, and build a pipeline of talent that is genuinely interested in your mission - long before you even have a position open.

It's a Content Distribution and Lead Generation Powerhouse

Your Company Page is the perfect home for your authority-building content. When you publish blog posts, case studies, white papers, or videos, sharing them on LinkedIn puts them in front of a professionally-minded audience. A consistent content strategy establishes your company as a thought leader, drives traffic back to your website, and can directly generate qualified leads.

The A-to-Z Guide: Creating Your LinkedIn Company Page Step-by-Step

Ready to build your brand's home on LinkedIn? The good news is that the initial setup is straightforward. Before you start, you’ll need a personal LinkedIn profile that is at least seven days old and has a handful of connections. All set? Let's go.

Step 1: Find the "Create a Company Page" Option

Once you’re logged into your personal LinkedIn profile, look at the top navigation bar. On the far right, you'll see an icon with nine small boxes labeled "Work."

Click on the Work icon, and a menu will appear. Scroll all the way to the bottom and select "Create a Company Page +". It almost feels hidden, but once you know where it is, you're on your way.

Step 2: Choose Your Page Type

LinkedIn will present you with a few options tailored to different entity types. For most people reading this, the choice will be simple:

• Company: This is the one for most for-profit businesses, from small solopreneur shops to large corporations. Choose this if you aren't an educational institution.
• Showcase Page: This is a sub-page that affiliates with an existing Company Page. It’s useful for highlighting a specific brand, business unit, or initiative. You’ll need a main Company Page first before you create a showcase page.
• Educational Institution: This is specifically for schools, colleges, and universities.

Select "Company" to move forward.

Step 3: Enter Your Core Company Details

This next form is where you'll lay the foundation of your page. Fill in each field thoughtfully.

• Name: Your official company name. This is what will appear everywhere, so make sure it's accurate.
• LinkedIn public URL: This is your custom URL (e.g., linkedin.com/company/your-company-name). Try to get your exact company name. Keep it clean and easy to remember. If your name is taken, try a small, logical variation.
• Website: Your company’s primary website URL.
• Industry: Choose the category that best fits your business from the dropdown menu. This helps with discoverability.
• Company size: Select the employee count range that applies to you.
• Company type: E.g., Public Company, Self-Employed, Partnership, etc.

Step 4: Upload Your Branding Essentials

Don’t skip this part! Visuals make your page instantly recognizable.

• Logo: This is your profile picture. It should be a high-quality square image (recommended 300 x 300 pixels). This logo will appear next to every post you make and on your employees' profiles, so it's a huge part of your brand identity.
• Tagline: This is a short, 120-character description of what your company does. Think of it as your elevator pitch. Make it clear and compelling. You can always change it later.

Once you’ve filled everything out, check the verification box confirming you are an authorized representative, and click "Create Page."

Don't Just Create... Optimize! A Checklist for a Powerful Company Page

Your page is technically live, but it's just a skeleton. Pages with complete profiles get significantly more views. Now is the time to optimize your new page to make it a true asset for your business.

Flesh Out Your "About Us" Section

This is arguably the most important section on your page. Visitors go here to understand who you are. Don't just list what you do - tell your story. Explain your "why," who you serve, and what makes you different. Weave in relevant keywords that potential customers or clients might use to find a business like yours.

Level Up Your Cover Image

Your banner image (1128 x 191 pixels) is the first thing people see. Use this prime real estate to your advantage. A generic stock photo won't cut it. Instead, create a custom banner that:

• Showcases your product or service in action.
• Features a group photo of your team to humanize your brand.
• Promotes an upcoming event or major announcement.
• Reinforces your brand’s core value proposition.

Set Your Custom Call-to-Action (CTA)

At the top of your page, you can add a custom button under your company name. This is a direct line to your desired action. Options include "Visit website," "Contact us," "Learn more," "Register," and "Sign up." Choose the one that best aligns with your primary business goal.

Pin a Post to the Top

Have a great introductory video, a cornerstone piece of content, or a major announcement? You can "pin" that post to the top of your page feed. This ensures every new visitor sees your most important message first, instead of whatever you happened to post last.

Invite Your Connections to Follow

Now it’s time to get your first followers. LinkedIn gives page admins monthly credits to invite their personal connections to follow the page. Start by inviting friends, colleagues, and existing clients who you know will support you. This initial traction will provide social proof and help your content get more reach early on.

The Page is Live... Now What? Coming Up With a Content Plan

An empty, outdated page is worse than no page at all. Building a great Company Page means committing to a consistent content strategy. Your goal is to provide value, build community, and establish trust - not just broadcast advertisements.

The Content Pillars of Successful LinkedIn Pages

Not sure what to post? A healthy content mix usually revolves around these key themes:

• Educate and Inform: This should be the bulk of your content. Share industry insights, data, "how-to" tips, quick tutorials, expert opinions, and answers to your customers' biggest questions. This positions you as an expert.
• Highlight Your Human Side: People connect with people, not logos. Share photos from team events, spotlight a new employee, talk about your company values in action, and give a behind-the-scenes look at your operations. This builds trust and brand affinity.
• Promote (But Do It Subtly): It's okay to talk about your products and services, but don't make it a constant sales pitch. Announce new features, showcase a case study, or share a customer testimonial. Frame it around the problem you are solving for your customer.
• Amplify Others: Share valuable content from other non-competing companies or thought leaders in your space. Tag them and add your own insights. This shows you're a connected and engaged member of your industry's community.

Quick Tips for Creating Standout LinkedIn Content

• Hook Them Fast: The first one or two lines of your post are what people see before they have to click "...see more." Make them count. Start with a bold statement, a question, or a surprising statistic.
• Vary Your Formats: Don't just post links. Experiment with text-only posts, photo carousels (PDF documents), native video, infographics, and polls to see what resonates with your audience.
• Use A Few Good Hashtags: Add three to five relevant hashtags to the end of your posts. This helps people who don't follow you discover your content. Use a mix of broader industry tags (e.g., #Marketing) and niche tags (e.g., #B2BContentStrategy).
• Tag People and Companies: When you mention another company or person in your post, be sure to @tag their LinkedIn profile or page. They'll get a notification, which often encourages them to engage with and share your content.

Final Thoughts

Setting up your LinkedIn Company Page is the first step toward building a powerful professional brand online. But the real value comes from treating it as a dynamic hub for your community, where you consistently share value, showcase your culture, and engage in meaningful conversations within your industry.

Creating and managing a consistent posting schedule for LinkedIn on top of all your other social media channels can feel like a lot to handle. As we built and scaled our own brands, we realized that the key to success was a clear and manageable plan. That's why we built Postbase with a visual calendar that lets you plan and schedule all of your social content in one place. You can batch your LinkedIn posts for weeks ahead, manage all your comments in a unified inbox, and track what's working with clear analytics, making sure your page is always an active, valuable asset for your business.