How to Update a LinkedIn Business Page

Your LinkedIn Business Page isn't a digital business card you file away and forget. It's a dynamic, living extension of your brand that needs regular attention to stay relevant, build trust, and attract the right followers, clients, and talent. This guide provides a complete walkthrough on how to update every part of your LinkedIn Business Page, from the foundational details to the engagement strategies that keep your audience coming back.

Your Page’s First Impression: Core Information & Visuals

First impressions are formed in seconds. When someone lands on your page, they should immediately understand who you are, what you do, and why they should care. These foundational elements are the first things you should review and update.

1. Profile Picture and Cover Photo

Your visuals are the most prominent elements on your page. Outdated or low-quality images can signal that your brand isn't active or professional.

• Profile Picture: This should almost always be your company logo. It appears as a small icon next to every post and comment, so it needs to be simple, clear, and recognizable.
  • How to update: On your page, click the pencil icon on your current profile picture and upload a new image.
  • Best Practice: Use a high-resolution square image (LinkedIn recommends 400 x 400 pixels). Avoid text-heavy logos that become unreadable when small.
• Cover Photo: This is your billboard. It’s a prime piece of real estate to communicate your brand's personality, highlight a current campaign, showcase your product, or announce an upcoming event.
  • How to update: Click the pencil icon in the top right corner of the banner area.
  • Best Practice: The recommended size is 1584 x 396 pixels. Use this space creatively. Feature your team, display your value proposition, or use a custom graphic for a webinar you're hosting. Update it quarterly or whenever you have a new campaign.

2. Tagline and Custom Button

Directly under your company name sits your tagline, a one-line summary of what you do. This is a highly visible, keyword-rich spot to capture attention.

• Tagline: This isn't just your slogan, it’s a functional description. Instead of "Inspiring the Future," try something specific like "AI-Powered Logistics Software for E-commerce Brands." Think about the search terms your ideal customer would use.
  • How to update: Click the pencil icon next to your company name to edit the Page Info. The tagline is the first field.
• Custom Button: This is your main call-to-action (CTA). LinkedIn offers several options like "Visit website," "Contact us," "Learn more," "Register," and "Sign up." Align this button with your primary business goal.
  • How to update: Find the "Edit Page" button. You’ll see an option to edit your custom button and corresponding URL. A company focused on sales leads might use "Contact us," while one promoting a new guide would use "Learn more" linked to a landing page.

3. The "About" Section

The "About" tab is where you tell your story. Many businesses write this once and never look at it again, missing a huge opportunity to connect and improve their search visibility on the platform.

Overview and Description

Your "Overview" is your elevator pitch. The first 156 characters are visible before a user has to click "see more," so make them count. Your full description can be up to 2,000 characters - use them wisely.

• Structure it for readability: Use short paragraphs and bullet points if possible.
• Lead with the solution: Start by describing the problem you solve for your customers.
• Include keywords: Weave in terms related to your industry, services, and location to boost your page's discoverability in LinkedIn search.
• Add a human touch: Mention your mission, your "why," or what makes your company culture unique.

Add Your Specialties

Under the main description, you can add up to 20 "Specialties." This is a list of keywords showing what your company does. Think of these as tags for your business. Examples: Social Media Marketing, Content Creation, SEO Strategy, PPC Management, B2B Lead Generation. Update these whenever your service offerings evolve.

Going Beyond the Basics: Turning Your Page into a Resource Hub

A filled-out basic profile is good, but a great profile uses all the features LinkedIn offers to build credibility and showcase value.

Showcase Your Services on the "Product" Tab

If you offer products or services, the "Product" tab is essential. It turns your page from a simple profile into a mini-catalog. You can list up to 50 products, each with its own description, media (videos or images), customer list, and a direct link to a landing page.

The real power here is social proof. You can ask clients to leave recommendations directly on a product listing. A service backed by glowing testimonials is far more compelling than a simple description.

• How to update: Go to your Page admin view and find the "Products" tab. From there you can add or edit product listings.
• Keep it fresh: Update this section whenever you launch a new product, or add a new testimonial you want to feature.

Use the "Featured" Section on Your "Home" Tab

The "Featured" section allows you to pin your most important content to the top of your page's feed. This is perfect for:

• A link to your most successful case study.
• Your flagship blog post or whitepaper.
• An announcement about a major company milestone.
• An upcoming webinar registration page.

Think of this as your highlight reel. Update it monthly to reflect your current marketing focus.

Highlight Key Commitments

Located in the "About" section, LinkedIn allows pages to showcase their commitments to things like Diversity & Inclusion, Work-Life Balance, Social Impact, Career Growth & Learning, and Environmental Sustainability. If these values are core to your brand, filling out these sections can help you connect with candidates and customers who share those values.

Keeping Your Page Alive: A Strategy for Ongoing Updates

The previous sections covered the more static parts of your page. But a truly great LinkedIn page is one that's consistently active. Having an updated "About" section is important, but if your last post was from six months ago, visitors will assume you're not an active brand.

1. Create a Consistent Posting Cadence

Regularly sharing valuable content is the single most important update you can make. It keeps your page at the top of your followers' feeds and signals to the LinkedIn algorithm that your page is active and relevant.

What should you post? Aim for a healthy mix:

• Industry News and Insights: Share your perspective on trends in your field. Don't just share a link - add a few sentences explaining why it matters to your audience.
• Company News and Milestones: Did you hire a new key team member? Win an award? Secure a new round of funding? Share it!
• Employee Spotlights: Showcase the people behind your brand. This humanizes your company and is great for morale and recruitment.
• Behind-the-Scenes Content: Give a glimpse into your company culture. Pictures from a team outing, volunteer day, or even just a normal day at the office can build strong connections.
• User-Generated Content: Share a client's success story (with permission) or a positive review.
• Helpful Resources: Post links to your blog posts, guides, case studies, or checklists. Ask a question to encourage discussion.

2. Engage with Your Community

An updated page isn't just about broadcasting content, it's about building a community. This means your work isn't done after you hit "Post."

• Respond to all comments: When someone takes the time to comment, acknowledge them. A simple "Thanks for sharing your thoughts!" goes a long way. Answering questions builds authority and trust.
• Engage with other pages: Comment on posts from partners, clients, or industry leaders as your company page. This increases your visibility and positions you as an active voice in your industry.

3. Encourage Employee Advocacy

Your employees are your most powerful advocates. When they share and engage with your company's content, its reach expands exponentially. Actively encourage your team to:

• Connect their profile: Make sure their current position is correctly linked to your Company Page.
• Share key posts: Send an internal notification when you publish a particularly important post, making it easy for them to find and reshare it with their networks. Personal insights from them make their shares even more powerful.

Your Quick LinkedIn Page Audit Checklist

Feeling a little overwhelmed? Use this quick checklist once a quarter to make sure your page is in top shape.

• Visuals: Is your logo clear? Does your cover photo reflect your current brand messaging?
• Tagline: Does it clearly and concisely describe what you do? Does it contain relevant keywords?
• Custom Button: Does the CTA align with your current business goals? Does the link work?
• About Section: Is the description accurate and compelling? Are your specialties up-to-date?
• Contact Info: Are your website URL, address, and phone number correct?
• Featured Section: Are you showcasing your best, most relevant content?
• Product Tab: Are all your current services listed? Have you added recent customer testimonials?
• Recent Activity: Have you posted valuable content in the last week?

Final Thoughts

Treating your LinkedIn page as a living document is the key to unlocking its full potential as a tool for branding, lead generation, and recruitment. Following these steps to keep your information current, leverage advanced features, and maintain a steady stream of content transforms your page from a static profile into a powerful, professional hub for your business.

We know that consistently planning and publishing fresh content is often the hardest part of managing a great page. That's why we built our visual calendar in Postbase to help you see your entire content strategy at a glance, making it simple to spot gaps and plan campaigns. With reliable scheduling for all major platforms, including LinkedIn, we help you keep your page active and engaging without the daily stress.

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