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How to Create a Business Profile on LinkedIn
Connect with potential partners and top talent in your industry.
Written by: Mark Fairlie, Senior AnalystUpdated Jan 09, 2025
Editor Verified:
Editor Verified
A business.com editor verified this analysis to ensure it meets our standards for accuracy, expertise and integrity.
Business.com earns commissions from some listed providers. Editorial Guidelines.
Table of Contents
Social media marketing is essential for small businesses. Each social platform offers an opportunity to find and communicate directly with your target audience.
LinkedIn is a popular platform that professionals use to network and forge their career paths. Its business networking features can help organizations drive growth, hire top talent, establish authority, build credibility and foster a supportive network. We’ll explain how to create a LinkedIn business profile, also known as a LinkedIn company page, and harness the platform to grow your business.
FYI
For many years, LinkedIn was seen primarily as a branding and recruitment tool. Over time, users figured out how to use social selling to drive revenue from LinkedIn.
How to create a business profile on LinkedIn
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.
- Navigate to the LinkedIn page creation web page and select Company.
Source: LinkedIn
- 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).
FYI
You can message customers directly via social media using some of the best call center software solutions. In our review of GoTo Contact Center, we explain how sales and customer service reps can access social media private messaging, WhatsApp and other communication apps from the same control panel.
Source: LinkedIn
- After entering all necessary information, check the verification box to confirm you’re an official company representative. Select Create Page to create your company page.
Source: LinkedIn
- You’ve created your LinkedIn company page. It’s now live at the URL you specified in step two.
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.
Source: LinkedIn
- Select Invite Connections to invite people to follow your company page on LinkedIn. You can also invite your personal LinkedIn followers to follow your company page.
Source: LinkedIn
Did You Know?
Crystal Knows is a sales psychology tool that analyzes LinkedIn profiles and other online information to create psychological profiles of users. It then suggests ways to market and sell to them based on their personality types.
Tip
A great way to improve your social media presence on all platforms is to actively engage with your audience and respond quickly to their questions.
LinkedIn FAQs
Here are answers to some commonly asked questions about LinkedIn.
Yes. LinkedIn company profiles, also called company pages, are free. However, you must have a personal LinkedIn account with a verified email address to set one up. Basic personal LinkedIn accounts are free, but LinkedIn also offers paid personal accounts with additional functionality.
There are several differences between personal and business LinkedIn accounts. Personal LinkedIn accounts belong to individuals, while company pages belong to businesses and organizations. Your personal account has "connections," but your company page has "followers." You can post via personal accounts and company pages. However, you can only run ads via company pages.
Personal accounts are better for building your personal brand so you become a trusted expert in your field. Company pages are better for building your business's reputation, credibility and connections. Company pages are also great for recruiting.
Include details about your company, products and services, as well as your logo and a tagline. You have up to 2,000 characters to tell visitors about your business, so ensure you effectively tell your brand's story. Increase the chances of your page being found by searchers by adding relevant keywords to your tagline, description, business tags and hashtags.
LinkedIn company pages are free to set up, but you need a personal LinkedIn account to create one. You can promote your company page to other LinkedIn users through paid advertising campaigns. Additionally, consider investing in premium features, such as detailed analytics on user activities, to enhance your business presence.
LinkedIn business profiles (company pages) offer valuable marketing opportunities for businesses. Followers can subscribe to see posts from your company. In contrast, individual company members take their audiences with them when they move jobs. Many job seekers also check out firms on their LinkedIn company pages when assessing whether they want to apply for a position.
"A LinkedIn business page is a must to establish a professional presence, especially when trying to reach out to B2B or thought leaders in the organization," explained Raviraj Hegde, SVP of Growth at Donorbox. "If well-managed, [it] becomes the cornerstone for a sound online presence. Not only will it amplify your brand but also build long-term relations within your industry."
To make your LinkedIn business profile (company page) attractive, upload clean, high-resolution logos and a professional backdrop image. (The above picture is an example.)
Proofread all the text on your company page so it is free of spelling errors and formatted for easy readability. Avoid overly long paragraphs, as large blocks of text can be difficult to read.
When you post new content, images, videos and copy should all be high quality.
You can create as many company pages as you want. However, be strategic about which one you designate as the primary company page. People often stop reading after the first listing, so put the most important business first.
If you have multiple brands or are part of a group of companies, creating a separate company page for each entity may make sense. This helps prevent information overload, as followers of one brand won't see unrelated content from other brands, providing a more targeted and relevant experience for your audience.
Using LinkedIn company pages to connect with specific target audiences can be an effective tactic. Consider creating separate pages tailored to various customer personas. For example, if you run a business brokerage, you could create one company page for buyers and another for sellers, each featuring content relevant to its audience.
However, small businesses may find it more efficient to focus on maintaining a single company page to avoid content creation burnout.
You can use your business profile to highlight your brand in various ways, from frequent, thoughtful posting to engaging with other users.
Hegde recommends posting high-quality, consistent content that differentiates your page. "Share thought leadership articles, company milestones, employee stories and other industry insights that would best resonate with your target audience," Hegde advised. "Add rich media like videos, carousels and infographics to make the posts more interesting. Encourage employees to share and engage with the content for a broader reach."
Hegde also emphasized the importance of updating your page to maintain relevance. "Use LinkedIn analytics to find out what type of content is working better and change the strategy accordingly," Hegde suggested. "Comment and message your audience to drive in more connectivity. Finally, showcase testimonials and case studies to establish credibility and trust."
LinkedIn company pages are not only worth it — they're vital for your business's success.
"A LinkedIn business page is like a virtual storefront," Hegde explained. "It's where companies can speak to their story, mission and updates, having the ability to engage directly with future clients, partners and employees."
Dedicate the same effort and attention to detail to your company page as you would to your personal profile. Develop content marketing strategies to drive audience engagement, and use analytics tools to measure your success.
LinkedIn offers valuable opportunities for businesses of all sizes. If you haven't considered creating and maintaining a LinkedIn business profile, now might be the time to give it a second look.
Sammi Caramela contributed to this article.
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Written by: Mark Fairlie, Senior Analyst
Mark Fairlie brings decades of expertise in telecommunications and telemarketing to the forefront as the former business owner of a direct marketing company. Also well-versed in a variety of other B2B topics, such as taxation, investments and cybersecurity, he now advises fellow entrepreneurs on the best business practices.
At business.com, Fairlie covers a range of technology solutions, including CRM software, email and text message marketing services, fleet management services, call center software and more.
With a background in advertising and sales, Fairlie made his mark as the former co-owner of Meridian Delta, which saw a successful transition of ownership in 2015. Through this journey, Fairlie gained invaluable hands-on experience in everything from founding a business to expanding and selling it. Since then, Fairlie has embarked on new ventures, launching a second marketing company and establishing a thriving sole proprietorship.
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