Create a Business Profile on LinkedIn: Complete Guide for 2025

Why LinkedIn matters for your business

LinkedIn has evolved into the most powerful B2B platform for businesses today. LinkedIn received more than 587.5 million visits through organic traffic in 2024. Those numbers can translate to a higher rate of lead generation too. 

For example, LinkedIn’s average conversion rate for lead gen forms is 13%, which is significantly higher than the industry-wide average of 2.35% for landing pages. Additionally, audiences exposed to brand and acquisition messages on LinkedIn are six times more likely to convert, making it essential for your business growth strategy.

How to set up your LinkedIn business page (step-by-step)

You’ll need a personal LinkedIn account and a verified email address to create a LinkedIn business profile (also called a company page). Follow these steps to establish your business presence on the platform and start networking on LinkedIn.

1. Navigate to the LinkedIn page creation web page and select Company.

2. Fill in your company details, including your business name, website, industry, organization size, business type and tagline. You can set your business’s LinkedIn URL — for example, “linkedin.com/mycompanyname.” You can also upload your company logo (a 300 x 300 px size is recommended).

3. After entering all necessary information, check the verification box to confirm you’re an official company representative.
4. Select Create Page to create your company page.

You’ve created your LinkedIn company page. It’s now live at the URL you specified in step two.

Complete your LinkedIn page for maximum impact

LinkedIn recommends taking the following additional steps to increase traffic to your company page by up to 30 percent:

• Description: You have up to 2,000 characters to describe your company and the products and services you sell. You can also share your phone number and the year your company was founded.
• Address: Enter the address of your primary business location so followers know where you’re based.
• Specialties: Nominate up to 20 company specialties. Including specialties increases the chances your page will be found when other users conduct specific searches.
• Workplace: If you plan to use your page for recruiting new employees, let potential team members know if you have a remote work plan, offer in-office roles, or have a hybrid arrangement.
• Commitments: For your company page’s About section, share information about the career, professional growth and educational opportunities you extend to employees. You can also highlight your commitments to environmental sustainability, social impact, work-life balance and diversity, equity and inclusion (or DEI).
• Lead generation: Add a lead generation form to your company page to collect and download inquiries.
• Hashtags: Add up to three relevant hashtags to your page to help prospective customers find you.
• Featured groups: You can allow members to see and request to join the groups you belong to from your company page.
• Invite Connections: Invite people to follow your company page on LinkedIn. You can also invite your personal LinkedIn followers to follow your company page.

Optimize page elements for SEO & discovery

The LinkedIn algorithm analyzes keyword presence and frequency in your tagline, About section, services, posts, articles and hashtags.

• Tagline Optimization: Add keywords to the beginning of your tagline — think of it as your “elevator pitch”. This is one of the first elements LinkedIn’s algorithm analyzes for search ranking.
• About Section: Optimize your About section with keywords to reflect your organization’s values, mission and goals. Strategically place relevant keywords that your target audience searches for throughout this section.
• Complete Business Profile: Fully complete your business profile, including relevant links, company details, locations, size, industry, specialties, website URL, workplace module and commitments. The algorithm prioritizes complete profiles over incomplete ones.
• Strategic Keyword Placement: Conduct keyword research to identify relevant terms your target audience is searching for, then strategically place these keywords throughout your page information, posts and articles. However, avoid keyword stuffing as it can negatively impact your rankings and make your company look like spam.
• Showcase Pages: Consider leveraging LinkedIn showcase pages to highlight specific products, services or initiatives. These pages allow for targeted content delivery and improved visibility for niche areas of your business.

Create content that builds authority and engagement

Content format selection significantly impacts engagement rates. Image posts receive 2x higher engagement than links, making them ideal for showcasing culture, team highlights, milestones and behind-the-scenes content. Videos on LinkedIn see an average of 3x more engagement than text-only posts – keep them under 1 minute for feeds and include captions.

High-performance content types

Consider a combination of these types of content types to drive engagement with your audience:

• Employee Spotlights: Humanize your brand and boost authenticity through team highlights and employee features. For multi-location businesses, spotlight different teams, office events, or community impact initiatives from across your locations.
• Leadership Content: Use video for showcasing leadership, product walkthroughs and behind-the-scenes content. Consider using local leaders or employees in your videos to make them more relatable.
• Case Studies and Success Stories: Share documented results with proper primary source attribution. Case studies must come from your company’s own published materials with verifiable, specific results and direct links to sources.
• Event Posts: Share industry events, company milestones, and community involvement to demonstrate your business’s active participation in your field.

Content timing and frequency

The best posting frequency on LinkedIn is two to five times per week. This cadence maintains visibility without overwhelming your audience. Posting two to five times weekly shows an estimated 1,182 impressions per post lift versus posting once weekly.

For accelerated growth, posting 6-10 times per week can increase impressions by 5,001 per post with 0.76 percentage point engagement rate increases, though this requires more resources to sustain quality content.

Leverage employee advocacy and analytics

Employee advocacy amplifies your LinkedIn presence significantly. Employees average 10x more connections than their company has followers on LinkedIn, making them powerful amplifiers for your content. Employee-generated content is more likely to drive engagement than branded content, so take advantage of your team’s willingness to share your content.

Building Employee Advocacy Programs

• Encourage Participation: 50% of employees are willing to share company-related content on their socials regularly, with younger employees (millennials and Gen Z) being comparatively more willing to share company content.
• Strategic Benefits: 72% of enterprise companies work with internal executives to grow thought leadership, with 90% focused on building credibility and social influence. Additionally, 75% of job seekers consider an employer’s brand before even applying for a job.
• Content Amplification: Provide employees with pre-written posts, branded hashtags, or behind-the-scenes content they can share on their profiles. Employees are more likely to share company-provided content than create their own.

Streamlined Optimization Checklist

Use this comprehensive checklist to ensure your LinkedIn business page is fully optimized:

Profile Essentials

• Company Logo: Upload high-quality 300 x 300 px logo
• Cover Image: Add branded banner image
• Business Description: Complete 2,000-character description with keywords
• Contact Information: Include phone number, address, and website
• Industry & Size: Specify your industry and organization size

SEO Optimization

• Keywords: Research and integrate relevant keywords throughout profile
• Specialties: Add up to 20 company specialties for search discovery
• Hashtags: Include up to 3 relevant hashtags
• Custom URL: Set memorable LinkedIn URL (linkedin.com/company/yourcompany)

Content Strategy

• Posting Schedule: Establish two to five posts per week cadence
• Content Mix: Plan image posts, videos, and text content
• Employee Advocacy: Set up program for employee content sharing
• Lead Generation Form: Add form to capture inquiries

Ongoing Management

• Analytics Review: Monitor performance metrics monthly
• Engagement Response: Respond promptly to comments and messages
• Content Updates: Refresh content regularly to show active presence
• Profile Maintenance: Keep all business information current

Sammi Caramela contributed to this article.