LinkedIn isn’t just for job hunting anymore—it’s a powerful tool for businesses to connect with customers, build credibility and generate leads. Buyers are more likely to trust brands they engage with on LinkedIn.
If you’re serious about growing your business, creating a website is just the start. A strong LinkedIn profile helps you reach decision-makers, showcase your expertise, and build valuable relationships. If you're using a website builder to establish your brand or investing in social media marketing to boost visibility, LinkedIn should be a key part of your plan.
Ready to make an impact? Here’s how to create a LinkedIn company page that stands out and attracts the right audience.
How to create a business page on LinkedIn
01. Create your own account
To get started with your LinkedIn marketing, the first step is creating a personal LinkedIn profile. This is key for setting up a company page later since you need to already have a presence on the platform. It’s quick, easy, and free. Think of it as telling your professional story—share who you are, your skills, past experience, and interests. It’s your chance to stand out and build trust with your audience.
Once your personal profile is ready, you can create a company page by entering your business name and a custom URL. This unlocks the tools you need to manage your brand’s LinkedIn presence.
02. Set your tone of voice
Before you start creating content or uploading photos, take a moment to define your brand’s voice. Just like you, your brand has a personality, and it’s important to decide how you want it to come across.
LinkedIn is known for being professional, but that doesn’t mean your page has to be stiff or boring. Aim for a tone that balances professionalism with approachability—LinkedIn is still a social network. Let your unique personality shine while staying mindful of what your audience cares about. Ask yourself what makes your brand stand out and why people would want to engage with it. This will help you shape a voice that connects with your audience and builds lasting relationships.
03. Write a compelling company description
You’ve got 2000 characters to highlight the passion, effort and uniqueness that make your company stand out. Use this space to craft a summary of who you are, your standout products or services and a glimpse into your story. It’s your chance to connect with your audience while keeping SEO in mind.
Why does SEO matter? Because this description is how potential customers and search engines find you. Add keywords that reflect your brand, industry and expertise. Think about what your audience might search for to discover a business like yours. A solid SEO strategy makes sure you’re not just visible but easy to find.
If your business operates globally, consider translating your company name and description into multiple languages. LinkedIn lets you add up to 20 translations to your profile, helping you connect with audiences around the world.
04. List your strengths and specialties
LinkedIn helps your business shine with its unique skills, but there’s a catch: you can only pick 20 specialties. To make the most of this space, focus on what makes your business different. Your specialties should reflect your core services and what sets you apart from the competition. Highlight the skills that truly represent what you do and how you solve problems for your customers. This not only helps people understand your strengths but also boosts your visibility in relevant searches.
For example, if you’re a custom jewelry designer, skip generic terms like "jewelry design" and get specific about your expertise. Try keywords like "bracelet design," "necklace design," "handmade accessories" or "fine craftsmanship." These details help attract your ideal audience and make it easier for potential customers or collaborators to connect with you.
05. Add your professional logo
Your logo is the face of your brand. It helps people recognize your business and shows professionalism across platforms. On LinkedIn, your logo appears in search results, employee profiles and next to your posts. That consistent exposure builds trust and boosts recognition.
Don’t have a logo yet? No problem. The Wix Logo Maker makes it easy. Just answer a few simple questions about your business and choose from hundreds of design options. Make sure your logo design is simple, clear and easy to read. Include your company name and tagline in a way that feels balanced. For LinkedIn, use the recommended size: 400 x 400 pixels.
06. Upload an impressive cover photo
You know the saying “Don’t judge a book by its cover”? Let’s be real—when we see a shiny, eye-catching book, it grabs our attention. The same goes for your LinkedIn company page. One of the first things people notice is your cover photo. Like it or not, first impressions matter which is why your brand image is so important in marketing.
Your LinkedIn cover photo is a quick visual snapshot of your company. It’s your chance to show off your brand’s personality, highlight your best offerings or share your mission in one image. Here’s how to make it stand out:
Be bold and creative. Use visuals that catch attention but stay authentic to your brand. Think of it as your “digital storefront.”
Stick to your brand colors. Use your brand palette to create a cohesive look that works with your logo.
Keep it high-quality. Your cover photo needs to look sharp and professional (LinkedIn recommends 1536 x 768 pixels). A blurry image is a no-go.
Show what you stand for. Whether it’s a strong tagline, your top product or your team culture, use this space to tell your story.
07. Link to your website and social networks
Building a strong online visibility means being transparent across all communication platforms. An easy way to do this is by linking your social accounts, so your audience can move easily between channels. To get the most out of your LinkedIn marketing, connect your email, newsletter, blogs, social networks and—most importantly—your business website.
Don’t have a website? It’s time to create one. A website lets you control what customers see, whether it’s shopping your products, reading your blog or booking your services. Start by picking a website builder that suits your business needs, and don’t forget to choose a domain name and website hosting service to bring your site online.
Wix makes it easy with a reliable CRM system, built-in marketing tools like email and social media, tons of customizable templates for any industry and an intuitive coding platform.
08. Set up your “Career” Page
While career opportunities are still at its core, it’s now a hub for networking, brand-building and showcasing company culture. One of the best tools for connecting with talent is the Career Page, designed to highlight not just your job openings but also what makes your company stand out. The Career Page is split into two sections: the Jobs tab and the Life tab. Here’s how to use them:
Jobs Tab: This section showcases open roles in a clean, user-friendly format. LinkedIn takes it further by tailoring job listings for candidates based on their search history and profile activity. This ensures your listings reach the right people while making it simple for candidates to find roles that fit.
Life Tab: Think of this as your company’s storybook. It’s where you can spotlight your culture, mission and what makes your team unique. Use authentic employee stories, videos, behind-the-scenes photos and blog posts to create a compelling narrative. Add testimonials and highlight departments or teams to give candidates a deeper look at your company. Make it personal and inviting.
A great example is Google’s Career Page. They offer tailored tabs for different audiences like students or engineers and fill them with engaging content like employee blogs, vibrant photos, cultural insights and even fun facts like how many languages their team speaks.
If you want to attract top talent, updating your LinkedIn Career Page is a must. It’s a powerful way to connect with job seekers, show off your company’s personality and build stronger connections with potential employees.
09. Show off your personality with powerful content
The first step is deciding what kind of content to share. LinkedIn company pages support two main types of posts: updates to engage your audience and showcase your business and thought leadership content to position your brand as an industry expert. Mix it up to keep your audience interested and make sure every post adds value.
Company Updates
Share news, industry articles, employee stories or blog posts with eye-catching images, videos or call-to-actions (CTAs) like store links or newsletter sign-ups. Target updates by language, location, job roles or industries. Post daily in the morning for better visibility.
Sponsored Content
Want to expand your reach? Sponsored content is the solution. These native ads blend into feeds and attract new audiences. Use advertising to meet big goals like reaching professionals beyond your followers. Just set your marketing strategy, define your budget and tailor ads to your ideal audience. It’s an easy way to build awareness and drive conversions!
Want to take your LinkedIn strategy to the next level? Start by learning how to market on LinkedIn.
10. Place your best products or services in the spotlight
Got a signature cheesecake recipe or unique nail art designs? If you have a standout product or service to promote, a LinkedIn Showcase Page can help. It’s an extension of your company page built to highlight specific offerings or connect with niche audiences.
This tool lets you share tailored content and reach the right followers. Even better, your audience can choose to follow just your showcase page if that’s all they’re into. It’s a simple, focused way to connect with your ideal customers and let your best products or services shine.
11. Engage your employees to attract more followers
Your employees are powerful advocates for your brand on LinkedIn. By linking to your company page and engaging with your posts, they help expand your reach and build credibility.
Encourage your team to follow your page, share updates and tag the company in relevant content. This highlights workplace milestones and fosters a connected culture while increasing visibility to potential clients, partners and future hires. Empower your employees to share your story and amplify your brand.
12. Customize your call-to-action (CTA)
LinkedIn lets you customize your call-to-action button to match your business goals, whether that's directing visitors to your website, encouraging them to get in touch, or prompting them to sign up for a service. Options include “Visit Website,” “Contact Us,” “Learn More,” “Sign Up,” and “Register.”
To boost conversions, make sure your CTA aligns with your business goals and what your audience wants. For example, a B2B company might get the best results using “Learn More” to link to a case study or service page, while an eCommerce brand could use “Shop Now” to drive sales. Use LinkedIn Analytics to track how your CTA is performing so you can tweak and improve your strategy as needed.
13. Use LinkedIn analytics
This built-in tool gives you insights into key metrics like visitor demographics, follower growth, post engagement and content performance. Knowing who’s interacting with your content and how they engage with your page helps you fine-tune your strategy and see better results over time.
Keep an eye on your post engagement rates to see which types of content—articles, videos, or carousel posts—connect best with your audience. Check visitor demographics to make sure you're reaching your target market. If some posts aren't landing, try experimenting with different formats, headlines or posting times.
14. Keep optimizing your page
Track engagement metrics, follower trends, and content performance to refine your strategy over time. If certain posts get more clicks or interactions, create similar content. If engagement drops, try new formats, posting times or topics to keep your audience interested.
Optimization goes beyond content. Keep your company page updated with fresh business descriptions, images and specialties as your brand evolves. Test different call-to-action buttons to see what works best for driving conversions. A strong LinkedIn presence keeps your brand relevant and helps it grow.
Simple ways to refine and boost your LinkedIn company page
Update your business description: Ensure your description is clear, concise and aligned with your current goals.
Refresh images: Update your logo, cover photo and any other visuals to reflect your evolving brand identity.
Optimize your call-to-action (CTA): Regularly adjust your CTA button to encourage desired actions (like visiting your website or contacting you).
Revisit your specialties: Add or remove skills and specialties based on your business’s focus and market demand.
Post consistently: Maintain a regular posting schedule to keep your audience engaged and informed.
Experiment with content formats: Test a mix of content types (articles, videos, infographics) to see what resonates with your audience.
Refine target audience: Review your audience demographics and adjust your content or targeting strategies accordingly.
Review analytics: Track engagement, reach and clicks to understand what content performs best and where to adjust.
Engage employees: Encourage employees to share content, update their profiles and tag your company page to increase visibility.
Update product/service features: Regularly highlight key offerings or new products that are central to your business.
Enhance career page: Ensure job listings are up-to-date and that the company culture is well-represented.
Test post timing: Experiment with posting at different times of day to find when your audience is most active.
Monitor competitors: Keep an eye on what your competitors are doing on LinkedIn and adjust your strategy to stay competitive.