LinkedIn Profile Tips How to Win Great Clients for Business Success (video) – Pt 3

LinkedIn profile Tips So you can stand out from the crowd featured

Watch the YouTube Video LinkedIn Training or read below.

Intro and What's Ahead in the Post

Welcome back to part 3 of the LinkedIn Profile Tips and optimization series. You can find Part 1 here and Part 2 on this page. As I have noted previously I believe that these posts are best followed with the video posted  above. However, your mileage may vary so feel free to read along.

The key points below are as follows:

  1. Adjusting your LinkedIn Profile Background Image
  2. Optimizing the LinkedIn Profile Summary Section
  3. Adding LinkedIn Specialties and Keywords to the Summary Section
  4. Adding Value in your LinkedIn Profile Media Section

Adjusting your LinkedIn Profile Background Photo

Starting on the LinkedIn home page navigate to your profile by clicking on the image on the top left.

LinkedIn profile Tips staring out Profile page

In way of review of parts 1 and part 2 we dealt with the contact area and the “top box” of your profile, as I crudely referred to it.

Another area we need to discuss is the background photo or header.  Choose and upload an image. It’s a good rule of thumb to match general look across your social media platforms as much as possible. This is especially true for your company business pages on Instagram, Facebook, LinkedIn Company page, etc. 

I’ve created a Social Media must have helper to get you started. Enjoy. 

Social Media Helper Size Guide transparent

A quick word about background/header/cover images on various social media outlets.  I’m of the mindset that having these look the same is appropriate.  Further, I feel that a best practice is to create a professional feel.  On LinkedIn in particular I think this can go two directions with your personal profile. Namely, I believe you should use a well done picture of your city or territory, or just an inspiring picture with a quote or something on it.  In some situations it’s nice to put a headline image on your personal linked in that explains more about your business and what you do. Another option is to include a screenshot of your website landing page.

On the other hand, this particular post is dancing around the concept of your company page, but isn’t at this time expressly optimizing it.  I will say, and I’ll have an entire post soon enough, that you should optimize your LinkedIn Company page with your standardized header/cover for all business social media outlets.

Moving along, once you get a background image up that you are happy with move along to the next topic.

Optimizing your LinkedIn Summary Section

On your LinkedIn desktop profile scroll down past the divider on your main profile until you see “show more”.

When you click on that toggle the section expands and provides a larger amount of text “below the fold” so to speak.  It’s important to optimize this top section as it will get more views than the “below the fold” information.

You will notice in the image below that toggling this moves the text into a different format on the version I’m using.  Compare the first few sentences to the one above and below.

linkedin profile tips summary section expanded toggle

1. Above and Below the Fold

The text in the open toggle or the “below the fold” information is appropriately spaced.   I would recommend that you work on getting the above the fold information the “show less” portion written as a block of text without spaces etc.  It just looks weird when it is smashed together in the first picture above. 

When you write this section be sure that you focus on getting bang for your buck.  This is prime real estate on your LinkedIn Profile and my main tip here is that you utilize each character wisely.

What does wisely mean in this situation? It depends.  Doesn’t it always? Honestly, I would encourage you to optimize it with the two or three main keywords related to your niche/industry/or area of expertise.  Write sentences with the keywords in them and make sure you write for a human and not a search engine.

Here is my personal updated section from above.

linkedin profile tips summary section above the fold content

2. Actually Editing the Summary Content

To actually edit this section click on our common friend the pencil icon just below your header to the right. After doing so the below box will pop up.

linkedin profile tips summary section editing it

Scroll down to the Summary section appropriately labeled as such and you can drag the bottom right corner of the summary box as below in the before and after pictures.

3. Create Calls to Action in the Summary Box

Let’s talk about Unicode HTML.

LinkedIn will not allow a call to action or a button in this area.  So using the Unicode HTML we can sort of create them on our own.

Perform a google and search Unicode Symbols or alternatively follow this link http://panmental.de/symbols/info.htm, which is what I tend to use for these symbols.  I’ve provide a screenshot below of where the link and/or Unicode HTML should look like once you find it.

LinkedIn profile tips summary section calls to action and unicode symbols

We can copy and paste these symbols to create our Unicode HTML calls to action in the summary section of your profile.  This is a work around since LinkedIn doesn’t have calls to action in the profile like buttons etc.  The Unicode symbols allow us to highlight specific areas of our text so they gain needed attention.

As a note of caution, do not go crazy with these symbols.  You don’t want to have more than 5 or so of these in you section. Having more can look like spam and just plain odd.

I would also encourage you to choose minimalist symbols such as the arrows, maybe a box or two.  LinkedIn is a “professional network” so please refrain from filling your summary section with telephone icons ☎ and Chess Piece icons ♞.  Stick to the following arrows, stars, circled stars, maybe a check mark. Just use your head and when in doubt just be conservative on this one.

In order to actually put it in your text, simply find the symbol you want use and copy it by highlighting it and Ctrl-c in windows. Avoid highlighting the quotes prior to copy.  Finally, place it using the paste function, Ctrl-v in windows, where you want it in your summary by placing the icon in the text and then hitting the paste function.

4. The Actual Summary Content

Some will ask, “What should I put in the summary section on my profile?”

To be honest this will vary wildly from one person and industry to the next. However, I would simply place three to four paragraphs about yourself that are short and to the point.  Think of it as a About us page on your LinkedIn profile.

It’s appropriate to add skills, areas of expertise, and career highlights as well as some family and personal life flavor.  Use numbered lists or bullet points to enumerate items and make the text highly scan-able with bold and short sections.  You can even use this section to provide a hidden gem or deal to potential customers, such as mention my favorite hobby and I’ll give you 10% off. You know whatever inspires interest in your reader.

Go into detail about the “What” of you and your business in the summary section.

Include Specialties and Keywords

This item could have easily fallen into the aforementioned Summary section, however I believe it is important enough to get it’s own section.  Since I’m writing the article that’s how it ended up!

At the bottom of your Summary section make a few line spaces and add the word “Specialties”.  This is one of the only places on LinkedIn that I will really advocate keyword stuffing.  You need to add with comma 20 to 50 keywords in this section that someone might search for if they are looking for you on LinkedIn. 

In an article written by Jon Shields on Jobscan.co’s blog titled, “How to Write a LinkedIn Summary: Examples and Tips”. The author confirms the above stating, “…summary content plays into the results. Your summary is not weighted as heavily as your headline or the job titles and descriptions in your work experience section, however they can still strengthen your search-ability and help you rise above similar candidates.” You can read the full article here

The article and quote above is well stated and right on in my opinion. If it’s between me and another potential business owner I want every edge I can get. As a caveat, don’t go crazy with the keyword stuffing.  Use honest keywords that describe what you do, provide, etc.  However, it is appropriate to do so saying the same thing in several ways such as, web design, website design, web designer, website designer, small business web design, etc. Hopefully you get the idea.

Here’s a screen shot of my own specialties.

linkedin profile tips summary section specialties and Keywords

Adding Value in the LinkedIn Profile Media Section

The next section is probably one of my favorites on the LinkedIn profile.  Just under the summary section in the edit tab (pencil click) is a section titled Media.

LinkedIn profile Tips Media Section

You can add a document, an image, a link, etc.  LinkedIn has a little help section there regarding the supported file types, which I’ve shown below.  Think White Papers, Lead Magnets, Helps, examples of a brief, writing sample, web designs, product info and specs. 

LinkedIn Profile Tips Screenshot of supported media types

So you can and should add a link to your video content or a download of anything mentioned above.  However, I would attach and upload images, documents, etc., but if you aren’t willing to share and give your stuff away you might want to add a watermark or something to the document before posting.

I would encourage you to add at least two items to this list. Get creative with it but stay professional.  Upload your white papers, images of infographics, etc.

Wrapping it Up

In the above we hit the following topics:

  1. Adjusting your LinkedIn Profile Background Image
  2. Optimizing the LinkedIn Profile Summary Section
  3. Adding LinkedIn Specialties and Keywords to the Summary Section
  4. Adding Value in your LinkedIn Profile Media Section

One concept that runs throughout this series is that in order to optimize your profile on LinkedIn you need to have a clear concept of who you are, what you do, and what makes the way you do it better than your competition. 

Take that package it in a professional manner and makes sure it’s optimized for keywords and your are golden.

If you are still stuck on what to do with your profile reach out and ask for some help or try a few of the articles provided below for a different view on the subject.

Resources for more reading:

  1. Part 1 and Part 2 of this series
  2. Five Templates That’ll Make Writing the Perfect LinkedIn Summary a Total Breeze by Aja Frost on The Muse
  3. How to Write a Powerful LinkedIn Profile Summary by Danny Rubin on TopResume
  4. Seven LinkedIn Profile Summaries That We Love (And How to Boost Your Own) by Kate Reilly on LinkedIn
  5. How to Write a Good LinkedIn Summary: Powerful Tips and Examples by Celeste Mora on Grammarly
If you have any other good resources or you are still stumped comment below and/or send me an email.

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Get LinkedIn Profile Tips How to Destroy Social Media Failures! (video) -Pt 2

LinkedIn profile Tips So you can stand out from the crowd featured

Watch the YouTube Video LinkedIn Training or read below.

Introduction to LinkedIn Profile Tips: Part 2

Welcome to the second installment of LinkedIn profile tips and training. I always like to add that a lot of this is best understood over video.  The first installment showed you how to update your LinkedIn Profile url and how to update your company link.

In what follows, I attempted to make this video quick and get to the point because I know we’re all busy. To begin with simply go to your LinkedIn home page and then to your profile.

LinkedIn Profile Tips Part 2

Click on your profile in the top left below the tool bar at top.  If you are signed in to LinkedIn you will automatically be in edit mode.

I’ve provided another screenshot of the area we will be discussing today, just below.

LinkedIn Profile Tips Part 2 editing

Overview of whats ahead: Key Points and Takeaways

In our LinkedIn Profile Tips and training today I want to focus on top “box” of your profile, which I’m defining as the section from your custom header to the divider as seen in the above screenshot.

If I don’t cover something fully or you have lingering questions let me know with a comment or email and I’ll be glad to help you out.

1. LinkedIn Profile Picture

When you are choosing a profile picture for LinkedIn, and really any Social Media outlet that might bring business or networking value to your life, above all else you want it to be professional.  I personally believe the best thing to do is to wear clothing similar to what you would be wearing if and when you are actually at work.

This means if you wear a three-piece suit you should be in one in LinkedIn Profile picture. However, if like me you tend to wear polos or button downs then you should be in one in your picture. 

I’m not going to get detailed and tell you what to wear exactly just be yourself.

However, please don’t do these this!

The photos provided below are from a great post on Andrew MacArthy’s blog titled “10 Examples of Terrible LinkedIn Profile Photos | Bad LinkedIn Profile Pics“.

Do Not Make these Mistakes!

1. Cropped and Blurry Pics

Just makes sure that people can see you clearly. It pays off to get a professional head shot or have a friend do it for you. With the quality of Smart Phones there is really no reason to have a poor quality head shot.

linkedin profile tips cropped and blurry

2. Screen Shots as Profile Picture

Please don’t upload a screen shot as your LinkedIn profile picture.  I’ve seen people do this to get a picture of their products or a webpage in there.  I promise that people will respond better to your smile

linkedin profile tips screen grab

3. Close up picture

So in this picture you can see that it’s just too far away. I wouldn’t notice this person if I walked right up to them.  I mean I love hiking and mountains, but let people respond to your face and smile. Psychological studies have shown that people really connect with a nice smile.  Show the world your lovely eyes and smile. You can find more on the Psychology at work here.

linkedin profile tips close up picture smile please

4. Unprofessional Photos

It should go without saying, but please don’t use a picture of yourself in a Speedo, that two piece bathing suit, smoking a bong, or chugging beer.  Use your brain.  It’s a professional network and those types of activities are generally frowned upon at work.

linkedin profile tips unprofessional photos

5. Can’t see person’s face

This one will fit in with the number 3 above. The idea is that you need to be looking into the camera and engaging the audience that comes to your page.  You don’t want to waste that opportunity by looking down or away.  It leads people to distrust you.

linkedin profile tips looking away from camera

6. No Logo instead of photo

Simple.  Don’t use your business logo as your photo. I realize it may be tempting, but don’t. People buy from people not a logo.  Unless you are Nike or Apple it is best to stick with a good head shot photo.

linkedin profile tips logo is not a pricture of you

EXTRA LinkedIn Profile Tip!

Here’s a resource that provides meaningful and clear help on how to take a picture that is awesome with your smartphone.

If you want tips on getting the most out of your own do it yourself head shot there is a nice article on that, which you can find on LinkedIn of all places and it’s written by Melissa De Witte.  Melissa provides a nice outline of what to do and what not to do to get that perfect head shot with an iPhone.

2. The Name Box

The name box is where you put your name. I’m guessing you knew that right! It is located on the pencil edit icon that is just below your header on your profile.

When you click on the pencil icon a pop up will emerge with First Name, Last Name etc.

If you are in an industry where you have certain credentials that can be advantageous to you then it is really a must to get them in this box. 

LinkedIn profile url tips name box
LinkedIn profile link tips name box

You don’t want that important information, which might differentiate you from another person, to be hidden in your profile.

For example if you’re a CPA or if you have a MBA I would encourage you to add those credentials into the last name section as I’ve done below.

Just update the last name section and hit save.

3. LinkedIn Headline (The title)

The headline or title is located just below your name on your profile.  It is probably the second most important item on your LinkedIn profile next to your picture.  The information you put in your headline will show up in searches so there’s value there. Further, it is one of the first things searchers will see about you when they come to your profile. For these reasons you need to optimize it, however don’t go crazy.

linkedin profile headling tips
linkedin profile headling tips searches are improved

Tell me what you do, how you do, and be succinct.  My current profile has my business name, and the three main areas where we help people.

If you were in sales you might put something like Experienced Sales Professional | Change Catalyst or whatever verbiage describes you well.  I believe it is better to add this language than to simply provide your title.

The idea here is to make yourself stand out when people search in your area.

4. Your LinkedIn Profile Location

You get to this section by clicking the pencil and scrolling down to Country and Zip code.

You put in your zip code here.  As a note it does not need to be your home zip code.  Rather, I would use the zip code for the area you work in primarily.  I have experimented with leaving this blank, but it reverts to the country and lowers your local value in searches.


linkedin profile tips locations within this area settings

My advice is to use your work zip code or the area you sale in when on the road.  If you have multiple areas choose the one you want to focus on or set up a reminder on your calendar to switch it from time to time to another territory. 

However, whatever you choose.  Choose the area over city.

linkedin profile tips locations within this area versus city
linkedin profile tips locations within this area versus city example

You will notice that when I put in a zip code in Chattanooga TN I am given two options.  Choose the least restrictive option.

Here’s another example.

Greater Chicago Area equals more people.

During my research I ran across a nice article for those that work the entire country or globe. I won’t spoil the articles thunder.  Go have a read when you are finished here.

5. Number of LinkedIn Connections

Your connections are what make your LinkedIn Profile useful.  You can send and request a connection with people that are connected to one of your connections. So it is a good thing to have more connections.

Add connections. There are three reasons I believe you should actively grow your network.

First, a large network provides you with more connections to others. Having more 1st connections gives you access to all of their 1st connections and so on.

Secondly, having a lot of connections means your posts and activity on LinkedIn are seen by more people organically.  If you post and you are only connected to a few individuals your posts reach is hampered. However, if you post and have many connections you can get more organic traffic.

Finally, the third reason I think an optimized LinkedIn profile should have lots of connections is because the indicator on your profile tops at 500+.  Your goal should be to get 500+ because of the above reasons I listed and also because it makes your profile look like you are someone to know and is kind of like a badge of honor.

linkedin profile tips lots of connections

Wrap it up

In conclusion, I covered 5 main areas to optimize your LinkedIn profile today.

  1. LinkedIn Profile Picture
  2. LinkedIn Name Box 
  3. LinkedIn Headline
  4. Your LinkedIn Location
  5. Number of LinkedIn Connections

Each of these areas is important to optimizing your profile.  If you are stumped or something I said was just unclear reach out in the comment box below or send me a contact and I’ll be glad to help out.

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Your LinkedIn Profile Tips How to Destroy Social Media Failures! (video) – Pt 1

LinkedIn profile Tips So you can stand out from the crowd featured

Watch the YouTube Video LinkedIn Training or read below.


Much of the below will be easier to follow with our video tutorial and I recommend using that if you are following along.  It should be noted that we are making these edits using a desktop. Therefore, your mileage may vary if you are attempting this on a mobile phone or smaller tablet.

This post and the corresponding video focus on contact info editing in LinkedIn’s personal profile interface.  I spend most of the time on your LinkedIn profile link url and the links section of your profile.

How to deal with a Messy Link to your LinkedIn Profile

I’ve seen this issue with many profiles as I scroll through them on LinkedIn.  If you look at the front page of LinkedIn then go to your profile and then edit profile, which will take you to your profile.  In the video I’m using my profile and others as examples. The main area that we’re going to be spending time looking at is the contact info section.

Below is a screenshot of my LinkedIn Profile Page.

Click on the pencil edit button just under your header on the profile, which will give you a pop up that looks like the below.

Linkedin Profile Tips 2

Before we get into the actual optimization of your profile.  I’m going to provide several examples below of real life profiles.  I should note I reached out to these people.

Once you get into a users profile you can click on “see contact info” and the below will pop up.

Linkedin Profile Tips 3

The main thing I’m looking at in this section is the LinkedIn profile url or web address associated with her account. It is a bit messy. It would look better if it were edited to remove the string of numbers after her name.  Anyone can do this edit if they simply open the pop up and click the pencil in the top right.  Oddly, clicking on that edit button opens yet another window when you click on the LinkedIn profile link. It’s a bit redundant, but it gets you were you want to be.

Linkedin Profile link

Clicking the profile hyper link at top left leads to the below screenshot.

Linkedin Profile url

Actually Editing Your LinkedIn Profile URL

It is here you can actually edit your LinkedIn Profile url in the top right.  Sometimes if you just attempt to add or make the link just your name there will be others with your name.  Steve Smith anyone?  So as in my case I had to add a few digits to the end of the name to get it customized. However, this still looks a lot better than a long string of numbers that is par for the course with LinkedIn out of the box.

I should note when the original version of this video was released 3 or so years ago we contacted the profile example individuals in an effort to share these tweaks with them.  Apparently some didn’t take our advice.

Below is an example of a well done profile she has corrected the link situation from above as you can see in the screenshot below.

However, her website is not included in the contact info.  Further, there is no link to her company page on LinkedIn.  In this training we provide specifics on LinkedIn Profile Tips for your Company Page optimization.

As a side note I would suggest anyone with a business update their email address from a Gmail or Hotmail and use something like yourname@yourdomain.com it looks more professional.

Another note on her profile is that the link RALee Fit Company doesn’t link to the correct company page.

LinkedIn Company Page Not Found

However, the company page does exist on LinkedIn.


LinkedIn Company Page 2

Sending a visitor to your company page and having it yield no search results is not optimal for your business.  At the very least it lowers trust in the client relationship early on in the process when building trust is key.

LinkedIn Company Info and Links

The basic idea with these company links and other websites etc provided in your profile is that you want to optimize it for as many social and websites that you are connected to, within reason.  As an example you can see I’ve added Facebook to mine.

Again to edit any of the info on the above screen shot you will just click the pencil button at the top of the box.

One thing that’s great and important about updating this contact info or any of your profile areas is that it is searchable within LinkedIn so if someone is looking for someone in your industry or someone with your skills it can be searched.

I find it interesting that LinkedIn made the decision to include an editable Twitter box, but not a Facebook or Instagram box. You can still get those in there as I’ve done but you have to do it as a website link at the top.

Well thanks for reading and look for other LinkedIn Profile Tips. Let me know if I can help you out with the optimization of your social media profiles.