Profile Perfection: Crafting a Sales-Optimised LinkedIn Profile

LinkedIn Profile
Table of Contents

Why is a convincing LinkedIn profile important?

A compelling LinkedIn profile serves as your digital business card in the professional world, offering a concise yet comprehensive overview of your skills, experience, and aspirations. You can give others an overview of yourself and the most important points why they should do business with you.

Whenever you post something or make comments on other posts people will go to your profile page and check your professional experience and the services you offer.

Moreover, your profile functions as a virtual landing page, representing the first point of contact with potential customers and business partners in the digital sphere. Just like a well-designed website landing page, a persuasive LinkedIn profile can make a lasting and positive initial impression on others.

When meeting potential customers or business partners for instance at trade fairs they will go to your LinkedIn profile to have a look at your expertise.

Steps to improve your LinkedIn profile

1. Header image

Enhancing your LinkedIn profile with a carefully chosen background banner is a crucial step in presenting a polished and cohesive professional image. The design of the banner should align seamlessly with your corporate identity, incorporating elements such as your logo, fonts, and colour scheme.

Consistency across your website, social media posts, and LinkedIn profile, including the use of the same logo, contributes to brand recognition and reinforces your professional identity. A cohesive visual identity serves as a visual thread connecting your online presence, facilitating immediate recognition by visitors.

Beyond design, the background photo offers an opportunity to convey a clear marketing message. This message should succinctly articulate why a customer should reach out to you, emphasising the value you provide. Consistency in messaging across all channels, from LinkedIn to other social media platforms, ensures a unified brand narrative.

This is crucial as visitors to your profile should easily grasp the benefits and value your offer, akin to a compelling billboard on Times Square where conveying information quickly is paramount.

Crafting a message that is concise, clear, and directly understandable is akin to maximising the limited capacity of a Times Square billboard to capture attention. This is particularly crucial as potential connections or clients may only spend a brief moment on your profile.

Ensure your message communicates what you do, what you offer, and how it benefits the customer. Tailoring the language to resonate with your target audience further enhances the effectiveness of your message.

For those looking to create their background banner, tools like Canva offer a user-friendly platform with a basic version available for free.

Alternatively, engaging a designer, with costs ranging from approximately 30 to 50 euros, can result in a professionally tailored banner that aligns seamlessly with your brand identity and enhances the visual appeal of your LinkedIn profile.

Investing in a well-designed background banner is an investment in presenting a consistent and compelling professional image across digital platforms.

2. Profile picture

Selecting the right profile photo for LinkedIn is crucial as it is the first thing someone sees when visiting your profile, and it significantly influences the initial impression you make. Dressing appropriately for your business context is essential, aligning your attire with the professional norms of your industry. For example, individuals in banking may opt for a suit and tie, while those working in startups may choose a more casual look, like a hoodie or a sweater.

Keeping your profile picture modern and recent, ideally within the last one or two years, is important for projecting professionalism. This is especially relevant in comparison to profiles with outdated pictures, as the quality and style of images have evolved significantly over the years. Clients viewing a profile with a decade-old picture may perceive it as outdated, potentially questioning the individual’s adaptability and relevance in a rapidly changing professional landscape.

A high-quality, contemporary profile picture not only contributes to a positive impression but also sparks curiosity among viewers. People are more inclined to connect and engage with individuals who present themselves professionally and with a touch of modernity.

On the flip side, an outdated or poorly chosen picture can act as a deal-breaker, signalling a lack of attention to detail or an unwillingness to adapt—a critical factor, especially in industries driven by innovation. In essence, the right profile picture is a visual introduction to your professional identity, and it can significantly impact your online presence, influencing others’ decisions to connect, collaborate, or engage with you.

3. Profile slogan

Your profile slogan needs to be 100% on point to catch the customer and not lose them. What are you doing and how does it help your target group? Use one short sentence to outline the most important unique selling point. Therefore, it would be best to keep it short and simple to make it easy to understand for your clients. 

Crucial is to directly name the benefits your service has for the customer. As in the Example above it would be a 100k monthly revenue. Another tip would be to include concrete figures into the slogan. You can make it more scalable for your potential customers and point out the benefit even more. 

Moreover it is good if your slogan reflects your current position and expertise as well as your career goals. In the example it would be highlighting the start up that Matt has founded and that he is a Business consultant. It is helpful to use certain keywords fitting jobs and products/services in order to create better search visibility. 

4. Activity

When visiting your profile, potential clients also see your posting, commenting and sharing history. Try to post original content regularly in order to show that you are using your profile actively. However, your post should be about meaningful topics which are important to your target group. Keep in mind that potential clients have a look at it and therefore, make sure it is posted in a professional style and contains high quality content. 

Sharing pertinent and relevant content from your LinkedIn feed amplifies your professional presence. By curating and disseminating valuable industry insights, articles, or updates, you position yourself as an informed and engaged professional. This not only fosters connections but also contributes to a dynamic and collaborative professional network.

Engaging in thoughtful comments on relevant LinkedIn posts is a strategic way to network and showcase your expertise. By actively participating in discussions within your industry, you demonstrate knowledge, build connections, and establish yourself as a valuable contributor.Meaningful comments contribute to your professional visibility and attract like-minded professionals to connect and collaborate.

5. About Section 

The section can be seen as a short LinkedIn summary of the highlights of our Profile.

Describe what you and your company are doing. Make a short description of the most important tasks and facts. Do not forget to highlight how you add value to your profile visitors in order to get them to get in touch with you. This is an attracting element to make sure your profile visitors convert to potential clients and partners. 

However, keep in mind that the section has a limit of 2600 characters. And that in default only the first three lines of this section are visible. Therefore, put your key unique selling point at the beginning of the about section. 

Moreover, consider that people might find you through the keywords you use in this section. The LinkedIn search algorithm search thought the about section to decide who to show or not. By using the right keywords even to 2nd and 3rd degree connections your profile can be shown. For example in the about section shown above the keywords like “b2b provider”, “advisory service”, “sales strategies” and “effective management practices” are used. They fit with the slogan and job description of a Business Consultant. 

6. Job experience

For you to maintain an up-to-date profile with relevant information about yourself not only demonstrates professionalism but also signals to potential employers, connections, or collaborators that you are actively engaged in their professional journey. When adding a new service to your portfolio or changing your active role you need to change it on your social media sites to show all of your verified skills to current and new connections.

Make sure to list all of your professional experiences. It is helpful to add a logo for visuality and to add professionalism. Moreover, always write what the company is doing and what tasks your job contains. How does your experience add value to your profile visitors? In the example above the benefits are clearly highlighted with the sentences “You have the opportunity…”. Moreover the homepage link is added as a direct connection to find out more about the service. 

Moreover make sure to add the skills that you learned in this role to add more information and another value add for your potential clients and partners. A well-crafted LinkedIn profile goes beyond listing personal achievements and skills assessments; it focuses on your visitor’s benefit. By showcasing how your relevant skills and experiences can contribute to solving industry challenges or adding value to your potential employer or collaborator, the profile becomes a platform for mutually beneficial interactions. 

7. Recommendations and skills

Sharing LinkedIn recommendations adds credibility to your professional profile. These testimonials from colleagues, clients, or supervisors provide firsthand insights into your skills and work ethic, enhancing your professional reputation.

Recommendations showcase your achievements and character, influencing others to trust and connect with you, ultimately bolstering your career prospects. Therefore, sometimes it is beneficial to request recommendations from your boss or customers to improve your skills assessment.

Moreover, recommendations foster social trust. This is a crucial factor for people to decide if they want to get in touch with you or not.  Next to recommendations you can also use a course certificate to verify your skills.  

8. Other aspects 

To attract potential customers and business partners your LinkedIn profile should also include a clear call to action. Visitors should not only look at your key skills and job titles but also contact and engage with you.

Your profile represents your professional brand and if potential employers have a look at it they need to find a link to your website for more information or the possibility to book an appointment. One tool to make appointment booking possible is a link to calendly.

LinkedIn, a powerful professional networking platform, provides an avenue to connect with industry peers, potential collaborators, and professionals globally.

By actively engaging with others, sharing insights, and building meaningful connections, individuals can expand their professional network, fostering opportunities for collaboration, mentorship, and career advancement.


In summary, it is inevitable to join LinkedIn. A persuasive LinkedIn profile is more than a resume; it’s your digital gateway to professional success. Your visual elements, profile slogan, and engaging activity contribute to a compelling first impression. Craft a concise “About” section with key keywords for visibility. Job experiences should tell a story, emphasising benefits and providing direct links for more information. Recommendations and skills build credibility and trust.

A clear call to action is essential—offer ways for visitors to connect, whether through your website or booking tools like Calendly. LinkedIn is not just a network; it’s a catalyst for collaboration, mentorship, and career growth. In a competitive professional landscape, a standout LinkedIn profile is your ticket to making a lasting impact.


1. Why is it important to have a perfect LinkedIn profile?

LinkedIn is a professional networking platform used by recruiters, employers, and professionals worldwide. A well-crafted profile enhances your visibility, helps you connect with relevant professionals, and can lead to career opportunities.

2. Is it necessary to include all past work experiences?

While it’s good to show your career progression, prioritise relevant experiences. Focus on achievements, responsibilities, and skills gained in each role.

3. Should I include my education details? 

Yes, include your educational background. Highlight relevant coursework, projects, and achievements.

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