How to Create a Business Profile on LinkedIn

Why LinkedIn matters for your business

LinkedIn has become one of the most important platforms for B2B networking, lead generation and professional visibility. With more than 1.3 billion members across 200-plus countries and territories, the platform gives businesses access to a massive audience of professionals, decision-makers and potential customers.

For many businesses, LinkedIn can also be an effective source of B2B lead prospects and conversions. According to LinkedIn’s Lead Gen Forms Playbook, the platform’s average lead generation form conversion rate is 13 percent, significantly higher than the broader landing page average of 2.35 percent. LinkedIn also reports that users exposed to both brand and acquisition messaging on the platform are six times more likely to convert.

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

To create a LinkedIn business page (also called a LinkedIn company page), you’ll first need a personal LinkedIn account and a verified email address. Once you have those in place, follow these steps to establish your company’s presence on LinkedIn and start building professional connections.

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

2. Fill in your business details, including your company name, website, industry, organization size, business type and tagline. You’ll also create your company’s custom LinkedIn URL (for example, linkedin.com/company/mycompanyname).

At this stage, you can also upload your company logo. LinkedIn recommends using a 400 x 400 pixel image.

3. After entering all necessary information, check the verification box to confirm that you’re an official company representative.

4. Select Create Page. Once you submit your information, your LinkedIn business page will go live at the custom URL you selected earlier.

How to maximize your LinkedIn company page

Simply creating a LinkedIn company page isn’t enough to build visibility or engagement on the platform. To get the most value from your page, you’ll need to optimize your profile, post useful content consistently and actively build relationships with followers, employees and potential customers. Here are several ways to strengthen your company’s presence on LinkedIn.

Complete your company page details.

A more complete LinkedIn company page can help improve visibility, make your business easier to find and give potential followers more information about your company. LinkedIn also notes that fully completed pages tend to receive more weekly views than incomplete profiles.

Here are some additional company page elements worth filling out:

• Description: Use your About section to explain what your business does, the products or services you offer and what sets your company apart. LinkedIn allows up to 2,000 characters and also lets you include details like your phone number and founding year.
• Tagline: Your tagline sits near the top of your LinkedIn page, so people will usually see it before they read anything else about your business. A simple explanation of what your company actually does tends to work better here than broad slogans or marketing-heavy language.
• Address: Add your primary business location so followers and potential customers know where your company is based.
• Specialties: LinkedIn allows businesses to add up to 20 specialties. Including relevant specialties can help your page appear in more industry-related searches.
• Workplace information: If you plan to recruit new employees through LinkedIn, let job seekers know whether your company offers remote work plans, hybrid arrangements or in-office work options.
• Company commitments: Use your About section to highlight company values, workplace culture and opportunities for professional growth and employee development. You can also share information about sustainability efforts, community involvement or work-life balance initiatives.
• Lead generation forms: LinkedIn allows businesses to add lead generation forms to company pages so visitors can submit inquiries or request more information directly through the platform.
• Hashtags: LinkedIn company pages can associate with up to three relevant hashtags through the page’s community settings. These hashtags can help users discover your page and related conversations more easily.
• Featured groups: You can display LinkedIn groups associated with your business so visitors can request to join and engage with your broader community.
• Invite connections: Inviting your existing LinkedIn connections to follow your company page is one of the fastest ways to network on LinkedIn, build an initial audience and establish early social proof for your brand.

Optimize your company page for search visibility.

A well-optimized LinkedIn company page should be part of your broader SEO strategy because it can help potential customers, job seekers and business partners discover your business through LinkedIn and search engines alike. The platform considers information across your page — including your tagline, About section, specialties and content — when determining which pages appear in relevant searches.

Here are a few ways to improve your visibility on LinkedIn:

• Strengthen your tagline: Your tagline is one of the first things people see when they come across your company page. Use clear language that quickly explains what your business does and include relevant keywords naturally when possible.
• Use keywords throughout your About section: Your About section should reflect your company’s services, expertise and goals while also including terms your target audience is likely to search for on LinkedIn.
• Keep your page information complete and current. Consistently updating your company details, specialties, locations and workplace information can help improve credibility and make your page easier for users to discover through LinkedIn search.
• Incorporate keywords naturally into posts and articles: Regularly posting about the topics your business works in can help more people discover your page over time. Mention relevant services, industries and areas of expertise naturally in your posts instead of trying to force the same keywords into every update. If the writing starts sounding repetitive or overly sales-focused, you’ve probably gone too far.
• Use showcase pages strategically: Showcase pages give businesses a way to separate different brands, services or initiatives from the main company page. For example, a company with multiple product lines or divisions may want dedicated pages for each audience instead of trying to fit everything into one general company feed.

Share content that keeps your audience engaged.

The type of content you post can have a major impact on how people interact with your company page. LinkedIn has reported that video posts tend to generate up to 1.4 times more engagement than many other content formats, which is one reason so many businesses now use short videos to share company updates, leadership insights and behind-the-scenes content.

In many cases, shorter videos perform best in the LinkedIn feed. Adding captions can also help improve accessibility and make it easier for users to watch videos without sound.

Here are a few types of video content marketing that often perform well on LinkedIn:

• Employee spotlights: Featuring employees can help give your company page a more personal feel and show what your workplace culture actually looks like. Businesses with multiple locations can also highlight different offices, team events or community involvement across regions.
• Leadership and behind-the-scenes content: Company leaders can use LinkedIn to share industry perspectives, business updates, product walkthroughs or behind-the-scenes moments from day-to-day operations. Videos featuring real employees or leadership teams often feel more relatable than heavily polished marketing content.
• Case studies and customer success stories: Sharing real examples of successful projects or customer outcomes can help potential clients better understand the kind of work your business does. Whenever possible, include specific results, real numbers or links to supporting case studies so the examples feel concrete and credible instead of overly promotional.
• Event and community posts: Posting about conferences, company milestones, volunteer work or industry events can help show that your business is active and engaged within its industry and local community.

Post consistently and pay attention to timing.

Consistency can make a big difference on LinkedIn, especially for businesses trying to stay visible with customers, job seekers and industry peers. According to LinkedIn’s company page best practices, businesses should work toward posting at least once per day — even on weekends — to help establish a consistent brand voice and maintain visibility with followers.

That doesn’t mean every business needs to publish daily content immediately, though. LinkedIn’s guidance also notes that some companies may post monthly, weekly or daily depending on their goals, audience and available resources.

According to Sprout Social, LinkedIn activity tends to pick up during weekday mornings and early afternoons, especially Tuesday through Thursday. That said, every audience behaves a little differently. A law firm’s followers may be active at very different times than a restaurant group’s or software company’s, so it’s worth experimenting with different posting times and watching your analytics to see what lines up best with your audience’s habits.

LinkedIn also recommends responding to comments and engagement as close to real time as possible and regularly testing different content formats, topics and posting schedules.

Encourage employees to share company content.

Employees can play a major role in expanding your company’s visibility on LinkedIn. Posts shared by employees often feel more personal and trustworthy than traditional branded marketing content, especially when team members add their own perspectives or experiences. In fact, according to the 2025 Edelman Trust Barometer, 63 percent of people globally trust brand employees to provide accurate information about a company — more than they trust journalists, CEOs or influencers.

You don’t need to pressure employees into becoming influencers, either. In many cases, simply making content easy to share can go a long way. Consider providing employees with company updates, event photos, behind-the-scenes content or prewritten post ideas they can personalize on their own profiles.

Employee advocacy can also help with the hiring process. Many job seekers look at a company’s LinkedIn presence before applying, and seeing employees post about projects, team culture or day-to-day work can give people a better sense of what the company is actually like behind the branding.

LinkedIn company page quick-start checklist

If you’re setting up or improving a LinkedIn company page, focus on these core areas first:

Profile setup

• Upload a professional company logo and banner image.
• Complete your About section and company details.
• Add your website, contact information and specialties.
• Create a clear custom LinkedIn URL.

Visibility and SEO

• Include relevant keywords naturally throughout your page.
• Add industry specialties and relevant hashtags.
• Keep your company information complete and current.

Content and engagement

• Post consistently and share a mix of content formats.
• Highlight employees, company updates and customer success stories.
• Respond to comments and messages regularly.
• Encourage employees to share company content.

Ongoing management

• Monitor page analytics and engagement trends.
• Refresh outdated content and company information.
• Continue testing different content topics and posting times.

Sammi Caramela contributed to this article.