Optimise your LinkedIn profile: the checklist for founders and experts

An optimised LinkedIn profile explains in seconds whom you solve which problem for, backs it up with results and shows a clear next step. The main levers are headline, banner, about section, featured section and the right keywords.

1. Headline: benefit, not job title

Your headline appears next to every comment and in every search. Instead of “CEO at X”, try: for whom you achieve what and how. Example: “I help B2B service firms win predictable enquiries through LinkedIn and Google”.

2. Profile photo and banner

• A current photo with good light and a clearly visible face.
• The banner is free ad space: a clear promise, optionally proof and a pointer to the next step.

3. A structured about section

The first lines are visible without a click. Use them for your audience’s problem. Then: how you solve it, proof, who you are not right for, and a concrete call to action.

4. Use the featured section

Pin your strongest content there: a case study, a guide, a booking link or your best post.

5. Keywords and skills

Terms your customers search for belong in your headline, about, experience and skills. That helps LinkedIn search and also AI systems place you correctly.

6. Phrase experience as results

Instead of listing tasks: what changed because of your work? Numbers, projects, customer groups.

7. Collect recommendations

Two or three specific recommendations from clients or partners carry more weight than any self-description.

8. Link your company page

Your current position should link to the official company page. That creates a clear connection between you and your brand, for people and machines.

Then: post

A strong profile only gets seen when you are active. Two posts a week on clear topics are enough to stay present in your network. More important than frequency is owning the same two or three topics again and again.

Your profile is not a CV. It is a landing page for you as an expert.

Want to know how your profile comes across to decision-makers? We are happy to look at it together in a free intro call.