Remember the days when, as business executives, we’d spend countless hours in internal meetings discussing and dissecting the design of our business cards. (Hell, does anyone actually remember business cards at all?)
Getting the colors and branding message just right took plenty of thought all the way down to the actual paper stock quality of the card itself.
Well today’s business card lives online and is otherwise known as your LinkedIn profile.
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With over 1.1 billion users, LinkedIn remains the preeminent place for all things business. From networking to lead gen to brand promotion, the platform with the big L is often the first place people go when they meet you or discover your company in some other arena.
And while there are many facets to LinkedIn that can boost your LinkedIn presence and engagement, let’s start with the first thing people see when they seek you out – your profile page.
The cliche, “You never get a second chance to make that first impression” is certainly true of your LI profile. Your photos, color choices, logo(s) and the way you tell your story and sell yourself are all key elements that speak to your legitimacy, professionalism and authority.
In more than 20 years of running Avita Group – our Los Angeles digital marketing agency – we come across potential clients and (especially) vendors almost every day.
The first thing we do after meeting someone or making an introduction is go to their LinkedIn profile page. This gives us an instant snapshot as to the individual’s work history and business trajectory. Which gives us greater transparency into whether this person would be a fit for us both personally and professionally.
So let’s navigate the best practices to stand out in this turbulent sea of professionals with a well-optimized profile.
Here are ten proven strategies to enhance your LinkedIn profile and boost your business promotion efforts:
- Craft a Compelling Headline
- Optimize Your Profile Picture and Banner
- Craft a Compelling About Section
- Showcase Impactful Experience
- Strategically Highlight Key Skills
- Leverage Creator Mode
- Utilize Recommendations
- Optimize for Keywords
- Showcase Your Best Work
- Engage Consistently
1. Craft a Compelling Headline
Your headline is the first thing people see, so make it count.
Instead of just listing your job title, use this space to highlight your unique value proposition. For example, rather than “Marketing Manager,” opt for “Digital Marketing Specialist | Helping Businesses Drive Revenue through Strategic Online Campaigns”.
This approach immediately communicates your expertise and the value you bring to potential clients or employers.
Of course, with the help of AI, you can craft multiple, memorable headlines that fit your unique profile. Using AI tools for business, here are some examples we conjured for different types of business categories.
For Job Seekers
Marketing Manager | Growth Strategist | Driving 3x Engagement & Conversions
Project Manager | PMP Certified | Delivering On-Time, Scalable Solutions
Sales Leader | Ex-Google | Helping Startups Scale to 7-Figure Revenue
For Business Owners & Entrepreneurs
CEO & Founder | Helping B2B Brands Generate Leads via LinkedIn & Paid Ads
Fractional CMO | Demand Gen | Helping Brands Dominate Their Niche
HR Consultant | Helping Companies Reduce Turnover by 30%
For Thought Leaders & Industry Experts
Keynote Speaker | AI & Future of Work | Featured in Forbes & WSJ
Cybersecurity Advisor | Protecting Businesses from Data Breaches
Legal Expert | Tech & IP Law | Helping Startups Stay Compliant
For Freelancers & Consultants
Freelance Copywriter | B2B & SaaS | Driving Conversions with Storytelling
LinkedIn Ads Specialist | Generating High-ROI B2B Leads
Growth Marketer | Paid Ads & SEO | 10x Traffic & Revenue Strategies
2. Optimize Your Profile Picture and Banner
A professional profile picture is crucial for making a good first impression.
Ensure your photo is clear, high-quality, and portrays you as approachable and confident.
Additionally, utilize the banner image as a branding tool. Incorporate visuals that align with your industry, values, or key achievements to create a cohesive personal brand.
Craft a compelling About Me area that highlights your experience and authority in your field.
3. Craft a Compelling “About” Section
Your About section is your opportunity to tell your story and connect on a human level.
Instead of simply listing skills, focus on what drives you, the problems you solve, and what makes your journey unique. Use first-person language to create a more personal connection and include a call-to-action inviting profile visitors to engage.
We do a lot of digital marketing for family law firms and, with the help of ChatGPT, here is a compelling and concise introduction that would fit perfectly on this example company’s profile page:
At The Family Law Firm, we’ve been protecting families and securing futures for over 30 years in Los Angeles. Our experienced attorneys specialize in divorce, child custody, spousal support, property division, and prenuptial agreements, offering compassionate yet results-driven legal representation.
We understand that family law matters are deeply personal and often challenging. That’s why we take a client-first approach, providing tailored legal strategies to protect your rights and help you navigate complex legal situations with confidence. Whether you’re facing a contentious divorce, seeking fair custody arrangements, or securing your financial future, our dedicated legal team is here to fight for your best interests.
What sets us apart?
✅ Over 30 years of trusted experience in California family law
✅ Aggressive advocacy with a compassionate touch
✅ Proven success in high-stakes and amicable resolutions
✅ Personalized legal solutions tailored to your unique case
At The Family Law Firm, we don’t just handle cases—we help clients rebuild their lives. Let us guide you through this difficult time with expertise, empathy, and unwavering commitment.
📞 Schedule a consultation today and take the first step toward a brighter future.
Short, informative and professional. That sounds like a firm that has it’s s**t together and one that would work hard to meet my goals.
Oh, and we’re skipping ahead a bit, but notice the plethora of keywords that we inserted into the copy. Thus anyone searching LinkedIn for “divorce”, “child custody”, “spousal support”, etc will have a greater opportunity to find this firm than others.
Be sure to add your unique experience to your profile to make you stand out from your competitors
4. Showcase Impactful Experience
When listing your experience, focus on results and problem-solving rather than just job duties.
Use bullet points with metrics where possible to demonstrate your impact. This approach helps potential clients or employers understand the tangible value you can bring to their organization.
Taking this approach also makes for a less intimidating reading experience for the user. As marketers, we understand the power of getting a message across as quickly and vividly as possible. People don’t want paragraph after paragraph of information that they will quickly tune it.
Instead, dynamic visuals help accentuate your point. Utilize some of the best free AI tools for business like Napkin AI which turns your text into compelling clip-art generated images that organizes a bunch of words into several clever graph-like presentations that make your words literally come to life.
5. Strategically Highlight Key Skills
Choose skills that align with your professional goals and reflect current industry trends. Engage your connections to endorse these skills, as this boosts your credibility.
- List at least 10-15 relevant skills that align with your profession
- Prioritize the top 3 skills you want to be endorsed for
Under each job, highlight how you applied your skills and the impact they had.
✅ Example: Implemented SEO strategies that increased organic traffic by 150% in 6 months.
Remember to update your skills regularly to stay relevant in your field.
6. Leverage Creator Mode
Switch to Creator Mode to share valuable insights consistently.
By posting about topics within your niche, you position yourself as a thought leader in your industry. This can significantly enhance your visibility and attract potential business opportunities.
Key Features of Creator Mode:
- “Follow” Becomes the Default Button
- Instead of “Connect,” your profile will encourage people to follow you, making it easier to grow an audience.
- Hashtags to Highlight Your Topics
- You can select up to 5 hashtags to showcase what topics you post about (e.g., #Marketing, #Leadership, #AI, etc.).
- Access to LinkedIn Live, Newsletters & Audio Events
- You can create LinkedIn Live sessions, Newsletters, and Audio Events to engage your audience.
- Rearranged Profile Layout
- Your Featured and Activity sections appear first, giving more visibility to your posts, articles, and media.
- Enhanced Content Discovery
- LinkedIn may boost your content’s reach to relevant audiences.
7. Utilize Recommendations
Ask colleagues, clients, and mentors for personalized recommendations that emphasize your unique strengths.
To get started with recommendations:
1. Identify the Right People
Ask for recommendations from:
✅ Former or current managers (who can vouch for leadership, work ethic)
✅ Colleagues or team members (who can highlight collaboration, expertise)
✅ Clients or business partners (who can speak to your results and impact)
2. Personalize Your Request
A generic request won’t get the best response. Instead, customize your message.
✅ Start with appreciation: “I really enjoyed working with you on [specific project]…”
✅ Mention why you’re asking: “I’m updating my LinkedIn profile to reflect my work in [field] and would love a short recommendation from you.”
✅ Make it easy: Suggest key skills or achievements they could mention.
✅ Offer to return the favor: “Happy to write one for you as well!”
Example Message:
Subject: Quick Favor – LinkedIn Recommendation Request
Hey [Name],
I hope you’re doing well! I really enjoyed working with you on [specific project], and I’d love to feature a short recommendation from you on my LinkedIn profile.
If you’re open to it, a few sentences about [specific skill or project] would mean a lot. Of course, I’d be happy to return the favor if you’d like!
Thanks in advance—I truly appreciate it!
Best,
[Your Name]
3. Follow Up (If Needed)
People get busy. If you don’t hear back in 1-2 weeks, send a polite follow-up.
4. Write a Recommendation First (Bonus Tip!)
If you want a recommendation from someone, consider writing one for them first—they’ll likely return the favor!
A glowing recommendation can carry more weight than a self-written summary and build trust with potential clients or employers.
8. Optimize for Keywords
Incorporate relevant keywords throughout your profile to improve your visibility in LinkedIn searches as we did in the Family Law Firm example above.
These can include industry-specific terms, job titles, or skills. Sprinkle them naturally across your headline, summary, and experience sections to enhance your profile’s searchability.
This is like SEO for Dummies where LinkedIn acts the same way Google does for generic searches. So, for instance, if you’re a digital marketing specialist, as a free AI business tool for a list of keywords that are relevant to your industry. Then, sprinkle those keywords in as many places of your profile that feels authentic and organic.
That way, when people search for things like “digital marketing agency California” or “digital marketing analytics agency” your profile should show up in some order of relevance so long as you’ve used those phrases somewhere in your presentation.
9. Showcase Your Best Work
Take advantage of the “Featured” section to highlight your best work. This could include articles, project case studies, presentations, or accolades that reinforce your expertise.
This section serves as a portfolio, giving visitors a quick overview of your capabilities.
If your goal is to improve your company’s branding, here are ten branding tips specific to LinkedIn.
10. Engage Consistently
Profile optimization doesn’t end with setup.
Engage with your network consistently by commenting on posts, sharing valuable content, and participating in relevant discussions. This keeps you top of mind and helps build authentic relationships, which are crucial for business promotion.
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By implementing these strategies, you can transform your LinkedIn profile into a powerful tool for business promotion.
Remember, your profile is more than just an online resume—it’s your digital storefront. Regularly update and refine your profile to ensure it accurately reflects your current skills, achievements, and business offerings.
With a well-optimized LinkedIn profile, you’ll be well-positioned to attract opportunities, build credibility, and grow your business in a naturally effective way.
People Also Ask
Avita Group – Digital Marketing Company in California
Avita Group is one of the longest-tenured, five-star rated digital marketing agencies in California. Our clients often have had previous agency experiences and ultimately find a long-term home with Avita Group.
We offer fractional CMO services to boost your brand and your business by maximizing your SEO and PPC management, online reputation services, and ways to use the best free AI tools to improve your website and boost your business.
The Avita Group team boasts a collective experience of over 30 years in the industry led by Founder and CEO, Brad Weber, and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews.
Contact us for a free consultation to evaluate how we can transform and elevate your business.