Let’s be real, most LinkedIn profiles are forgettable. They’re stuffed with job titles, generic buzzwords, and lifeless descriptions that do nothing to attract real opportunities.
But the thing is, your LinkedIn profile isn’t just an online resume. It’s a business asset. A landing page. A credibility signal. And, when optimized correctly, it becomes a magnet for the right people—whether that’s potential clients, employers, collaborators, or partners.
So, why do so many people get it wrong?
Because they build their profiles to look impressive, not to attract the right opportunities. The truth is, a polished profile alone won’t cut it. You need a profile that’s positioned strategically, signals trust instantly, and makes it easy for the right people to take action.
In this post, you’ll learn how to optimize your LinkedIn profile step by step, so it doesn’t just exist, but actually drives real opportunities your way.
First impressions: is your profile doing you any favors?
You have six seconds to make a strong first impression on your LinkedIn profile. If your headline is vague, your photo is blurry, or your banner is generic, you’ve already lost them.
Your profile is your business storefront. If it’s unclear or uninviting, the right people won’t walk in. They should instantly understand:
Who you help, how you help them, and why you’re worth their time
Here’s how to make sure your first impression doesn’t cost you opportunities:
1. Craft a headline that works for you, not against you
Your headline is prime real estate—and “Founder at [Company]” isn’t using it well. It doesn’t tell people what you actually do or why they should care.
🔹 Bad example: “CEO | Startup Founder | Investor”
🔹 Better example: “Helping SaaS brands 2x demand & land strategic partnerships | Founder @ X”
Your headline should immediately communicate value. Think of it as a one-line pitch that makes people want to learn more.
Bonus tip: Rewrite your headline using this formula:
“[Who you help] | [How you help them] | [Outcome you deliver]”
2. Fix your profile photo and banner
When it comes to trust, profiles with a professional photo get 21 times more views. That’s because people connect with faces, not logos. If your photo is low-quality, cropped from a group picture, or missing entirely, you’re losing credibility before you even start.
Also, your banner is a missed opportunity for branding. Instead of LinkedIn’s default blue gradient, use a custom banner that reinforces your positioning. This could be:
✅ Your company’s tagline or mission
✅ A clean, branded background with your value proposition
✅ A subtle call-to-action (e.g., “Helping founders build LinkedIn into a growth engine”)
Like this, for example:
Positioning: does your profile tell the right story?
Most people make the mistake of writing their About and Experience sections like résumés. Instead, think of them as marketing assets that showcase what you bring to the table.
1. Rewrite your About section like a landing page, not a résumé
Most About sections read like autobiographies—full of long-winded career summaries and “passion for innovation” statements. But here’s the problem: your visitors aren’t here to read your life story.
Your About section should do one thing: sell your value to the right audience.
🔹 Bad example: “I have 10+ years of experience in business development and have worked with leading brands like X, Y, and Z.”
🔹 Better example:
See the difference? The second one is specific, audience-focused, and action-driven.
2. Optimize your Experience section (because people actually read it)
Your Experience section isn’t just about listing past jobs but also showcasing impact.
Each role should clearly communicate:
✅ What you did (in simple, results-driven language)
✅ Who you helped (specific industries, companies, or clients)
✅ Key outcomes (metrics, results, transformations)
Instead of writing dry job descriptions, focus on how your experience proves your expertise.
🔹 Bad example: “Managed a team of 10 sales reps and worked on B2B partnerships.”
🔹 Better example: “Led a 10-person sales team and drove a 40% increase in inbound B2B partnerships within 6 months.”
Action step: Review your Experience section and rewrite at least one role with a clearer focus on results.
Trust signals: does your profile make you look like a no-brainer to work with?
People don’t just read your LinkedIn profile, they scan for trust signals.
It doesn’t matter how great your headline is or how sharp your profile photo looks. If someone lands on your profile and sees nothing that proves you’re credible, they’ll move on.
So, how do you make your profile instantly signal trust? You add proof—real, visible indicators that show you know what you’re doing.
Here’s how:
1. Leverage the Featured section
Your LinkedIn Featured section is prime real estate, but most people leave it completely empty. This is a huge mistake.
Think of it as a mini portfolio where you showcase the work that proves you’re worth collaborating with.
Here’s what to include in your Featured section:
✅ Case studies – A post or PDF showing a project that created real results.
✅ Speaking engagements or media mentions – If you’ve been featured somewhere credible, show it.
✅ Client testimonials or success stories – Even a simple screenshot of great feedback can boost credibility.
For example:
🚫 Weak Featured section: Empty or just a random link to your website.
✅ Strong Featured section: A pinned case study titled, “How we helped [Company] land X new partnerships in 90 days.”
Pro tip: Add at least one piece of credibility-boosting content to your Featured section today.
2. Get real recommendations (not just skill endorsements)
Endorsements are nice. Recommendations are gold.
A well-written recommendation from someone you’ve worked with is social proof that speaks for itself. And since LinkedIn profiles with recommendations stand out more in search, this is an easy win.
Here’s how to get quality recommendations:
✅ Ask specific people – Prioritize past partners, clients, or colleagues who can vouch for your expertise.
✅ Guide them – Don’t just say “Can you write me a recommendation?” Instead, ask if they can mention a specific project, result, or impact.
For example:
🚫 Weak recommendation: “Great to work with!”
✅ Strong recommendation: “Working with [Your Name] transformed our LinkedIn strategy. Within 3 months, we saw a 40% increase in inbound partnership opportunities.”
To practice: Reach out to one person today and request a specific, results-driven recommendation.
3. Highlight key skills (because LinkedIn prioritizes profiles with them)
LinkedIn’s algorithm favors profiles with endorsed skills, meaning more visibility and more opportunities. But most people either:
🚫 List too many random skills (that dilute their expertise)
🚫 Don’t have endorsements on their key skills
Here’s how to fix it:
✅ Keep your skills relevant – Stick to 5-10 high-impact skills that align with your expertise.
✅ Get endorsements strategically – Ask close colleagues or past clients to endorse your top skills.
To practice: Review your skills section today. Remove anything irrelevant and get endorsements on your top 3 skills.
Visibility: can the right people even find you?
Your LinkedIn profile could be perfectly optimized, packed with credibility, and designed to attract opportunities… but none of that matters if the right people never see it.
Most people assume LinkedIn’s algorithm works automatically in their favor. It doesn’t. You need to intentionally position your profile for visibility so that potential partners, collaborators, and decision-makers can actually find you. This is a key aspect of LinkedIn SEO.
Here’s how to fix that:
1. Optimize your profile with the right keywords
LinkedIn is a search engine, and like any search engine, it prioritizes profiles based on keywords. If your profile doesn’t contain the terms your ideal partners are searching for, they won’t find you.
Here’s where to include keywords:
✅ Headline – Don’t just say “Founder” or “CEO.” Add relevant terms like “B2B Partnerships” or “SaaS Growth Strategy.”
✅ About section – Naturally weave in the words that describe what you do and who you help.
✅ Experience section – Each role should include industry-specific terms that boost your searchability.
2. Customize your LinkedIn URL
Your default LinkedIn URL is probably a messy combination of your name + random numbers. It looks unpolished and makes it harder to share your profile easily.
Here’s how to fix this in two minutes:
✅ Go to your profile settings and edit your LinkedIn URL to be clean and professional (e.g., linkedin.com/in/yourname).
✅ If your name is taken, add an industry keyword (e.g., linkedin.com/in/yourname-growth).
3. Boost visibility by engaging with the right people
If you only post content but never engage with others, you’re limiting your reach. LinkedIn prioritizes profiles that actively participate in conversations.
Here’s how to get seen by the right people:
✅ Comment on posts from key decision-makers in your industry. Meaningful comments increase your visibility to their network.
✅ Engage consistently—just 5-10 thoughtful comments per week could double your profile views.
✅ Mention relevant people in your own posts (but do it naturally, not just for attention).
Example of an effective engagement strategy:
🚫 Weak: Dropping “Great post!” in a comment and hoping for visibility.
✅ Strong: Adding a thoughtful insight, like: “This is exactly what I’ve seen in B2B partnerships. One thing that worked for us was [specific strategy].”
Action step: Set a goal to comment on at least three high-value posts per day to increase your profile views and attract the right connections.
Turning views into conversations (and conversations into opportunities)
Getting people to visit your LinkedIn profile is only half the battle. The real win is turning those views into meaningful conversations.
Here’s how to make it easy for the right people to take action:
1. Add a clear call-to-action (CTA) in your About section
Most people write their About section like a bio, but a great About section is more like a landing page. It should tell visitors exactly what to do next if they’re interested in working with you.
Example of a strong CTA:
🚫 Weak: “I’m passionate about helping brands grow.”
✅ Strong: “Looking to attract high-value partnerships on LinkedIn? Send me a DM or connect—I’d love to chat.”
2. Make your connection requests stand out
If your connection requests sound like everyone else’s, they’re easy to ignore. Instead of just saying “Let’s connect,” give people a reason to say yes.
Here’s how to write a request that gets accepted:
🚫 Weak: “Hi, let’s connect!”
✅ Strong: “Hi [Name], I really enjoyed your recent post on [topic]. I work with founders on building LinkedIn into a partnership growth channel—would love to connect and exchange insights.”
This works because it’s:
Personal – Mentions something specific about them.
Relevant – Shows common ground and a clear reason to connect.
Non-pushy – Feels natural, not like a cold pitch.
You can also simply send a connection with no note. As long as the connection feels relevant, most people will happily accept your request.
3. Follow up the right way (without being annoying)
Someone visiting your profile is a soft signal of interest, but most people don’t act on it. If someone viewed your profile but didn’t reach out, here’s what to do instead of just waiting:
✅ Engage with their content first – Like or comment on one of their recent posts.
✅ Send a warm follow-up message – Keep it light, relevant, and focused on conversation, not selling.
Example of a natural follow-up message:
🚫 Weak: “Hey, I saw you viewed my profile. Let’s connect.”
✅ Strong: “Hey [Name], I saw you checked out my profile—appreciate it! If there’s anything that caught your eye, happy to chat.”
Final thought
Most LinkedIn profiles blend in. Yours should stand out.
When optimized correctly, your profile doesn’t just attract views—it attracts real opportunities. Whether you’re looking for clients, collaborations, or career growth, small tweaks can make a big difference.
If you want to take your LinkedIn presence to the next level, Column helps founders and brands build profiles that work. Reach out today.
