How to Put Links in LinkedIn Posts

Sharing a link in your LinkedIn post seems simple enough, but getting people to click it - without your post vanishing into the algorithm’s void - is the real challenge. You want to drive traffic and share valuable resources, but you also need your content to be seen. This guide breaks down every effective method for adding links to your LinkedIn posts, explains the strategies behind them, and gives you actionable best practices to finally get the clicks you deserve.

The Different Ways to Post a Link on LinkedIn (and When to Use Each)

There isn't a single "best" way to share a link on LinkedIn, the right method depends on your goal. Are you after maximum engagement, direct traffic, or a visually stunning post? Let's walk through the main options ranked from most common to most creative.

Method 1: The Direct Approach (Pasting the Link in the Post)

This is the most straightforward method. You write your post, paste the URL directly into the text, and LinkedIn automatically generates a clickable preview with a headline and image.

How to do it:

1. Start creating a new post.
2. Write your introductory text to provide context for the link.
3. Paste the full URL into the body of the post.
4. Wait a few seconds for LinkedIn to generate a preview of the website.
5. Once the preview appears, you can delete the raw URL text from your post for a cleaner look. The preview box will remain clickable.

Pros:

• Simple and Fast: It’s the quickest way to share a link with zero friction.
• Clear User Journey: Your audience immediately sees where they’re going. The clickable preview box is a large, obvious target.
• Fully Trackable: If you use UTM parameters in your URL, this method allows for perfect tracking of click-through rates and traffic sources.

Cons:

• The Algorithm Rumor Mill: For years, marketers have believed LinkedIn’s algorithm deprioritizes posts with external links to keep users on the platform. While there's some truth to this logic, a high-quality post that generates immediate engagement can easily overcome this. The content surrounding your link matters more than the link itself.

Method 2: The "Link in the First Comment" Debate

You’ve seen it everywhere: “Link in the comments!” The idea was to publish a text-only or image post to get maximum organic reach first, then immediately add the external link in the first comment to avoid initial algorithmic suppression.

How to do it:

1. Create a text, image, or video post without the link.
2. In your copy, direct people to the comments (e.g., "I've dropped the full guide in the first comment below 👇").
3. Publish the post.
4. Immediately go to your new post and be the first person to comment, pasting your link there.

Why People Did It (and Why You Probably Shouldn't):

The theory was that the algorithm favored native content. By getting good initial reach, your post would already be trending by the time you added the link. However, this tactic is becoming largely outdated.

The Reality in 2024:

• It Creates Friction: You're adding an extra step for your audience. They have to stop, find the comment section, and hope your comment is still at the top. This friction reduces clicks.
• It's a Terrible Mobile Experience: On mobile, finding the specific "first comment" can be a clunky, frustrating experience, especially if other comments start rolling in.
• Your Comment Can Get Buried: If your post gets a lot of engagement, your link comment can be pushed down by other high-reply threads, effectively disappearing.

The Verdict: Skip it. Most social media experts now agree that prioritizing a smooth user experience is more valuable than trying to game a momentary algorithmic advantage. If your content is good enough, people will engage with it, link included.

Method 3: The Visual Powerhouse (Using the "Add a Document" Feature)

This is a highly effective, visual-first strategy that encourages engagement and stops the scroll. Instead of just a link preview, you give your audience a mini-presentation (a PDF or PowerPoint) they can swipe through right on LinkedIn.

How to do it:

1. Create a simple, visually appealing multi-page PDF document. You can use a tool like Canva to design a few slides that summarize the key points of your link.
2. Make sure to include your link as text and maybe a "Click Here" button design on the last slide. (Note: the link inside the PDF itself isn't clickable, but it directs users.)
3. Start a new LinkedIn post and click "Add a document."
4. Upload your PDF. LinkedIn will transform it into an interactive carousel.
5. Write your post copy, providing context and adding the clickable link prominently in the text. Your CTA could be, "Swipe through the highlights, then grab the full template at the link below!"

Pros:

• Extremely High Engagement: The carousel format encourages active participation (swiping). LinkedIn's algorithm favors content that holds a user's attention longer.
• More Real Estate in the Feed: Documents take up more vertical space, making your post more noticeable.
• Showcases Your Expertise: It lets you share valuable information upfront, proving the link is worth clicking.

Method 4: The Best of Both Worlds (Image Post with a Link in the Text)

Similar to the document strategy, this method prioritizes a native visual element - like a single compelling image, a photo carousel, or an infographic - which generally performs very well algorithmically. You then place the link in the post description.

How to do it:

1. Create a high-quality visual. This could be a striking photo, a custom graphic explaining a concept, a chart, or even a GIF.
2. Start a new post and upload your media.
3. Write compelling copy that connects the visual to the resource you're linking.
4. Paste your link directly into the post text. There will be no preview box this time, just your visual.

This strategy works because it gives the algorithm what it wants (an engaging native photo) while also giving your audience what they want (a valuable resource).

Best Practices for Getting Clicks (and Impressing the Algorithm)

No matter which method you choose, your success depends on the quality of the content wrapping your link. Here’s how to make every link post a winner.

Always Customize Your Link Preview

If you use the direct link method, never settle for the default preview! It’s often clunky and doesn't grab attention. After pasting your link and the preview generates:

• To change the image: Click the small image icon in the top right corner of the preview to upload a custom, attention-grabbing picture (ideal size is 1200 x 627 pixels).
• To change the headline: Simply click on the headline text within the preview to edit it. Make it punchy and benefit-driven.

This simple act can dramatically increase your click-through rate.

Tease the Value, Don't Just Announce It

Don’t just drop a link with "new blog post out now." That’s an announcement, not an invitation. Instead, provide so much value in the post itself that people feel compelled to learn more.

• Bad: "Read our new case study on marketing automation."
• Good: "We helped a client save 15 hours a week using one simple automation rule. The secret? It wasn't about adding more software, but removing a single redundant step. I break down our entire process in the full case study here:"

Craft a Clear Call-to-Action (CTA)

Tell your audience exactly what you want them to do. A direct instruction removes ambiguity and encourages action.

• Read the full report here...
• Get your free template at the link below.
• Find out if you're making the same mistakes...
• Join the webinar conversation here:

Ask an Engaging Question

The first hour of a post's life is critical. To signal to the algorithm that your content is valuable, you need engagement. End your post with a question related to your link's topic to spark conversation in the comments. This is key to writing engaging LinkedIn posts.

Example: "…so that’s the one mistake I see a lot of founders make with their cold outreach. You can see seven more in the full guide. What’s the biggest barrier you’ve faced when sending cold emails?"

Final Thoughts

Successfully sharing links on LinkedIn isn't about finding a secret algorithm hack. It's about providing value, setting clear expectations for your audience, and creating an experience that encourages engagement - whether that means a direct link with a beautifully crafted preview or a visually arresting document carousel that captures attention.

Once you've zeroed in on your strategy, creating a consistent content plan is the next step. At Postbase, we built our visual calendar to help you see exactly how your content - including those important link posts - maps out across all your platforms. It simplifies the process of planning and scheduling, so you can spend more time crafting compelling copy and less time juggling tabs and spreadsheets.