LinkedIn company pages are like a personal profile for your company. Your company page is a mini-website for your company, but it’s located on LinkedIn so it’s easy for LinkedIn members to find. Writing for LinkedIn is very different than writing your website. Both share the necessity to relate to humans and well as search engines (or in the case of LinkedIn, the search algorithm), but the tone of each is quite different.
LinkedIn is to business professionals today what networking events and “Business After Hours” meeting were in the past. This is your chance to appeal to like-minded B2B professionals, and tout what you can offer them. With this in mind, your LinkedIn content should be more conversational, and needs to sound less like a brochure and more like a conversation. Let’s look at different elements of your business profile, and discuss how to utilize this unique writing style.
The About Section
Think about using words related to what your business does, versus just a generic “welcome” message. Same goes for the body text : not a bad idea to include those in the copy here as well. Make sure the tone is conversational, and human sounding.
Your about section also offers you the opportunity to present 10 specialties, which should map closely to the targeted key phrases you have determined for LinkedIn. A good example of an about section is Accenture.
Products & Services Section
Content in your products and services section also need sot be compelling. In this case, the tone of your pages needs to be active, with links to the corresponding pages for each product or service you offer. Outside of individual products and services you offer, what other things can you promote? If you have a newsletter, whitepaper, datasheet or other type of content you’re promoting, you can do this here.
Anywhere that you can use key terms related to your business, do it. Don’t keyword stuff, but make sure that your business is well represented with the words you use throughout the titles and descriptions in this section. HubSpot does a remarkable job with their products and service tab, combining what they do with special offers.
So, just what are the specs for the product and services section, one by one?
Depending on your company, your solutions will either be products, services or both. If you create both, the tab will automatically be renamed “products and services”.
This field is open-ended, and does not seem to have a character limit. However, I would limit the number of characters to no more than can fit in the field box without scrolling to the right.
Make sure that this thumbnail image is sized properly (100 X 80 pixels) to avoid stretching or other distorted resizing to occur.
This is the crucial field. You have about 2,000 characters in which to describe your product, service, offer or other use of each service or product you are creating. Apply the same discretion and marketing savvy here as you did in the product and services overview. Use key terms to describe your service or product and make it compelling. Here, you’ll be able to do a little more formatting of the text by breaking it up in paragraphs. And make sure every service section has a call to action, even if it is to click on the link to the right to see more about this service.
Each product or service (for each audience segment) also has a placeholder for a unique offer associated with it. For example, you can easily create an offer for a free white paper.
Within each product and service, you also have the opportunity to list up to 10 key features for each. You have 45 characters for each key feature, including spaces.
As the picture explains, you should have a URL for either an interior product or service page on your website, or else a custom landing page for the offer, service, product or other item you are promoting with each.
LinkedIn affords you the opportunity to connect a person or persons (up to three) for each product, service or offer you determine in this section. However, in order to place the person there, you must, as an administrator, be connected to that person on LinkedIn.
This step gives you the all-important opportunity to add a specific call to action or offer to the individual product or service. It should have a compelling title (Download our free whitepaper on XYZ Service) along with a specific link to either a form or to the page or to the download itself, as well as a description of the promotion. What differentiate this from Step 7, is if you have a service that you have used the service page URL on your site, but have assets that complement the service, or speak further to its usage for the visitor, this would be the area to promote it.
If you have video assets that match your product or service, you can add both an embedded video into the page itself, or with a link to the video, if it is on YouTube.
LinkedIn company pages help your business.
It is in every business owner’s best interest to ensure that his or her company be found prominently in the Company search results when someone decides to look for a business that specializes within the company’s niche area. To further enhance the experience, the page for your company should be complete, accurate, and enticing for potential customers.
What advice would you give to businesses on writing their company pages?