How to Offer Services on LinkedIn

LinkedIn has transformed from a simple online resume into a powerful platform where freelancers, consultants, and agencies can directly connect with and win new clients. If you’re not actively showcasing your services there, you’re missing out on a massive opportunity. This guide will walk you through exactly how to set up your profile, create content that attracts your ideal clients, and strategically reach out to decision-makers who need your skills.

The Foundation: Activating and Optimizing Your LinkedIn Service Page

Before you do anything else, you need to tell LinkedIn’s algorithm that you’re open for business. The official “Service Page” feature is the best way to do this. It’s a dedicated space on your profile that highlights what you offer, making you more visible to users searching for specific services.

How to Set Up Your Service Page

Setting up your page is straightforward. Think of it as creating a digital storefront for your business right on your profile.

1. Find the "Providing Services" Button: Navigate to your own profile. Right below your headline and location, you should see a button that says, “Open to.” Click it and select “Providing Services.” If it isn't visible there directly, look for a box that says "Showcase services you offer..." and click "Get started."
2. Add Your Services: You can add up to 10 services. Be specific. Instead of just “Marketing,” choose more descriptive options like “Content Marketing,” “Search Engine Optimization (SEO),” or “Social Media Marketing.” This helps you appear in the right searches.
3. Write the "About" Section: You have 500 characters to make a compelling pitch. Don’t just list what you do - sell the outcome. Frame your services around the problems you solve for clients. Center your message on their pain points and your solutions.
   
   Weak Example: "I offer web design, branding, and copywriting services."
   Strong Example: "I build high-converting Shopify websites for e-commerce brands struggling to turn visitors into buyers. My data-driven design and persuasive copywriting help you increase online sales and build a brand that customers love."
4. Add Media: This is your chance to shine. Upload portfolio items, case studies, or visuals that demonstrate your work’s quality. For service-based professionals without visual portfolios (like writers or consultants), you can upload a PDF of a case study, a testimonial graphic, or even a short intro video.
5. Enable Reviews: Social proof is a powerful motivator. Toggle the option to allow clients to leave reviews directly on your Service Page. A single positive review can significantly boost your credibility. Once enabled, LinkedIn provides a link you can send to past clients to request a review.

Transforming Your Personal Profile into a Client Magnet

Your Service Page is important, but your entire profile needs to work together to convince potential clients that you're the right person for the job. Most decision-makers will look at your general profile first, so it needs to clearly and quickly communicate your value.

Craft a Benefit-Driven Headline

Your headline is the most valuable piece of real estate on your profile. Don't waste it with just your job title. Create a headline that speaks directly to your ideal client and clearly states the value you provide.

A great formula is: [Your Role] | Helping [Your Target Audience] Achieve [Their Desired Outcome].

• Instead of: "Freelance Writer"
• Try: "B2B SaaS Content Writer | Helping Tech Companies Turn Complex Ideas into Engaging Blog Posts That Drive Leads"
• Instead of: "Graphic Designer"
• Try: "Brand Identity Designer for Startups | I Help Founders Build Memorable Brands Through Bold Logos & Visuals"

This approach immediately tells visitors not just what you do, but who you do it for and what result they can expect.

Tell Your Story in the “About” Section

The "About" section is where you can move from a simple introduction to building a real connection. Think of it as a mini-sales letter. Structure it clearly to guide the reader.

• The Hook: Start with a line that addresses your target client's biggest pain point.
• The Solution: Briefly explain how you solve that problem and what makes your approach unique.
• The Proof: Mention a quick win, a specific result, or the types of clients you’ve successfully helped. Use quantifiable metrics if you can ("increased web traffic by 300%," "doubled email open rates").
• The Call-to-Action (CTA): End by telling people exactly what you want them to do next. Do you want them to send you a message on LinkedIn? Visit your website? Book a discovery call? Be direct.

Use the “Featured” Section as a Portfolio

This highly visible section sits right below your “About” information and is perfect for showcasing your best work. Don't just list previous jobs, use it to highlight assets that build trust and demonstrate expertise.

• Link to Case Studies: A detailed breakdown of a successful project is one of the most persuasive sales tools you have.
• Showcase Testimonials: Post a great client quote on a branded graphic.
• Share Your Portfolio: Link directly to your portfolio website.
• Add a Lead Magnet: Offer a free resource (like a checklist or guide) to capture email addresses and show your knowledge.

Professionalism Matters: Your Picture and Banner

First impressions are instant. A professional, high-quality headshot is non-negotiable. It should be clear, warm, and friendly. Your background banner is another opportunity to strengthen your brand. Use it to reiterate your value proposition, list your key services, or include a CTA with your website URL.

Content Strategy: Proving Your Expertise and Attracting Leads

An optimized profile is necessary, but it’s passive. To actively attract clients, you need a content strategy that establishes you as an authority in your field. The goal isn’t to go viral, it’s to consistently provide value that draws in your ideal paying clients.

Create Your Content Pillars

Don't just post randomly. Base your content around 3-4 "pillars" or core themes that are directly related to the services you offer. This keeps your messaging consistent and reinforces your expertise.

For example, a HubSpot implementation specialist might have these pillars:

• Pillar 1: HubSpot Tips & Tricks: Sharing little-known features or troubleshooting common problems.
• Pillar 2: Lead Nurturing Strategy: Discussing the 'why' behind the technical work, showing strategic thinking.
• Pillar 3: Client Success Stories: Breaking down real-world results you’ve achieved for clients.
• Pillar 4: Marketing Automation Trends: Offering insights on the future of the industry.

Embrace LinkedIn-Friendly Content Formats

Not all content formats are created equal. Certain types perform particularly well on LinkedIn:

• Text-Only Posts: Short, insightful stories or opinion pieces catch attention because of their simplicity in a visually busy feed.
• Carousels (PDFs): LinkedIn's algorithm loves when users spend more time on a post. Uploading a multi-page PDF as a "document" encourages people to click through, boosting your dwell time. Use them to share checklists, step-by-step guides, or repurposed blog posts.
• Polls: These are amazing for sparking engagement and gathering insights about your audience's challenges. Ask a question directly related to a problem your service solves.
• Short-Form Video: Simple, "talking head" videos where you share a quick tip or perspective can build an incredible amount of trust. They show your personality and let people feel like they know you.

Aim for consistency, not burnout. Posting 2-4 times a week is a great goal for building momentum without getting overwhelmed.

Active Outreach: Connecting with Potential Clients

In addition to drawing clients in with content, you can be proactive about finding new leads. But there’s a right way and a very wrong way to do this. The goal is to build relationships, not to spam inboxes.

Step 1: Identify Your Targets

Use LinkedIn’s search filters to build a list of potential clients. You can search by job title (e.g., “Marketing Manager,” “Founder”), industry (“Software as a Service”), company size, and location. Get as specific as possible to create a list of ideal prospects.

Step 2: Engage Before You Connect

NEVER send a connection request and immediately pitch your services. Instead, find a few people from your target list and interact with their content for a week or two. Leave thoughtful comments on their posts (more than just “Great post!”). Show genuine interest in what they have to say. This warms them up so they recognize your name when you do reach out.

Step 3: Send a Personalized Connection Request

Always add a personal note to your connection request. Mention something specific that prompted you to reach out.

• "Hi [Name], I really enjoyed your recent post on [Topic]. Your perspective on [Specific Point] was spot-on. I'd love to connect and follow your work."
• "Hi [Name], I noticed we're both in the [Industry] space. I admire the work [Their Company] is doing with [Specific Initiative]. Would be great to connect."

Step 4: Nurture the Relationship in the DMs

Once they accept your request, still don't pitch. Send a simple follow-up message. Thank them for connecting and ask a question to start a conversation. Your goal for the first interaction is just to have a low-pressure chat and provide value where you can. Over time, as you build rapport, you can naturally pivot the conversation toward a business need if the opportunity presents itself.

This strategic, value-first approach is slower, but it builds genuine connections and leads to far better results than any cold-pitching tactic ever will.

Final Thoughts

Winning clients on LinkedIn boils down to a simple, repeatable formula: build a profile that clearly communicates your value, create content that proves your expertise, and engage with your network in a genuine, helpful way. By combining these passive and active strategies, you can turn your LinkedIn profile into a consistent source of high-quality leads.

Staying on top of your content strategy can feel like a full-time job in itself, especially when you're busy with client work. At Postbase, we built our Social Media Management Platform specifically to solve this problem. Our visual content calendar makes it easy to plan out your LinkedIn posts, while our scheduler lets you set everything up in batches so you can focus on building relationships and delivering amazing service to your clients - instead of worrying about what to post next.