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How I set my LinkedIn profile up like a landing page
readsocialfiles.com
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The headline, the subheadline, the hero image, the bullet points, the testimonials, the list goes on…all meticulously selected with the intention of making a visitor a customer. “You should think about your LinkedIn profile the same way—except the headline, the subheadline, the hero image are your profile picture, your headline, and your featured links.” How can we set up your LinkedIn profile in a way that maximizes the conversion rate (CVR) of a visitor into a follower?
Your ‘headline’ is the one-sentence line of text that appears under your name on LinkedIn. “The cool part about this is that your headline shows up on the timeline as viewers see your content.” This means it can be a way to both:
Featured links help you move folks closer to the $$$. “You can pick a handful of links to make front and center on your profile.” When people are presented with too many options, they might get overwhelmed, leading to decision paralysis where they can’t make a choice at all. Think about what happens when you’re looking at a packed restaurant menu. Or when you're looking at a list of 25+ potential Airbnb’s for your next trip. Same thing happens when you decide to stuff 7 links in your LinkedIn profile.
And the good news is that profile set-up is easy, will take you 10-15 minutes, and it’s kinda a “set it and forget it” thing. “Your LinkedIn profile is a landing page.” When you run an ad, you usually drive that traffic to a landing page. That page is create with one goal in mind—convert that visitor into a customer (or email subscriber, but you get the point).
The goal of your LinkedIn profile page is twofold: “First, you want to convert the follow. This way, the viewer will continue to see more of your content, more often.” Next, you want to move folks who are ready to the next obvious stage of the buying journey.
First, you want to convert the follow. This way, the viewer will continue to see more of your content, more often. “Next, you want to move folks who are ready to the next obvious stage of the buying journey.” Featured links help you move folks closer to the $$$.
The headline, the subheadline, the hero image, the bullet points, the testimonials, the list goes on…all meticulously selected with the intention of making a visitor a customer. “You should think about your LinkedIn profile the same way—except the headline, the subheadline, the hero image are your profile picture, your headline, and your featured links.” How can we set up your LinkedIn profile in a way that maximizes the conversion rate (CVR) of a visitor into a follower?
No. Don’t have a messy background. “You want your PFP to be clear and close up because it’s going to be tiny for folks, especially on mobile.” The ‘header’ image doesn’t matter a whole lot, in my experience. If you want to do a cool “branded” graphic, go for it. If you want to make it an IRL photo, go for it. I have not seen this make a huge impact.
This is less about looking “professional” and more about making it as easy as possible for people to recognize you on the timeline. You want your PFP to be clear and close up because it’s going to be tiny for folks, especially on mobile. Make sense? “The ‘header’ image doesn’t matter a whole lot, in my experience.” Here’s mine. Scrappy and simple—though it does communicate the value prop of my content quite effectively:
This is less about looking “professional” and more about making it as easy as possible for people to recognize you on the timeline. You want your PFP to be clear and close up because it’s going to be tiny for folks, especially on mobile. Make sense? “If you want to do a cool “branded” graphic, go for it.” Here’s mine. Scrappy and simple—though it does communicate the value prop of my content quite effectively:
This is less about looking “professional” and more about making it as easy as possible for people to recognize you on the timeline. You want your PFP to be clear and close up because it’s going to be tiny for folks, especially on mobile. Make sense? “If you want to make it an IRL photo, go for it.” Here’s mine. Scrappy and simple—though it does communicate the value prop of my content quite effectively:
Writing your headline. “Your ‘headline’ is the one-sentence line of text that appears under your name on LinkedIn.” The cool part about this is that your headline shows up on the timeline as viewers see your content.
Your ‘headline’ is the one-sentence line of text that appears under your name on LinkedIn. “The cool part about this is that your headline shows up on the timeline as viewers see your content.” This means it can be a way to both:
I have a 3-part formula for writing LinkedIn headlines: “[ROLE] + [COMPANY] + [VALUE PROP]” For example, my headline is:
The proper set-up for a LinkedIn bio is also quite simple. “[1-2 sentences on what you're building]” [1-2 sentences of social proof]
[1-2 sentences on what you're building] “[1-2 sentences of social proof]” [1-2 sentences on the type of content followers can expect from you]
[1-2 sentences of social proof] “[1-2 sentences on the type of content followers can expect from you]” In following this format, you answer 3 questions that your visitors have:
Featured links help you move folks closer to the $$$. “Pick 1-2 links, max.” When people are presented with too many options, they might get overwhelmed, leading to decision paralysis where they can’t make a choice at all. Think about what happens when you’re looking at a packed restaurant menu. Or when you're looking at a list of 25+ potential Airbnb’s for your next trip. Same thing happens when you decide to stuff 7 links in your LinkedIn profile.
Simple: “Home page (do this if you have no other lead magnet)” Your best case study
Home page (do this if you have no other lead magnet) “Your best case study” ‘Book a demo page’
Your best case study “‘Book a demo page’” If I had to pick 1-2 from the above, I’d choose:
The case study will appeal to folks who are considering your product and are close to buying. The lead magnet (in my case it’s this newsletter) moves folks to an owned, long-form platform like email where you can continue to send them propaganda—that’s what marketing is, right? “BTW — don’t neglect the thumbnail image on your featured links!” Think of these the same way a YouTuber thinks of their thumbnails. How can you use imagery to increase the click-through rate?
Your best case study “The lead magnet (in my case it’s this newsletter) moves folks to an owned, long-form platform like email where you can continue to send them propaganda—that’s what marketing is, right?” BTW — don’t neglect the thumbnail image on your featured links!
That’s literally it. Here are a few examples: “No. Don’t use a selfie.” No. Don’t choose a full-body picture.
No. Don’t use a selfie. “No. Don’t choose a full-body picture.” No. Don’t have a messy background.
No. Don’t choose a full-body picture. “No. Don’t have a messy background.” This is less about looking “professional” and more about making it as easy as possible for people to recognize you on the timeline. You want your PFP to be clear and close up because it’s going to be tiny for folks, especially on mobile. Make sense?
Featured links help you move folks closer to the $$$. “LinkedIn will let you do 5+.” When people are presented with too many options, they might get overwhelmed, leading to decision paralysis where they can’t make a choice at all. Think about what happens when you’re looking at a packed restaurant menu. Or when you're looking at a list of 25+ potential Airbnb’s for your next trip. Same thing happens when you decide to stuff 7 links in your LinkedIn profile.
You can pick a handful of links to make front and center on your profile. Pick 1-2 links, max. LinkedIn will let you do 5+. This is dumb. Confuses people. “When people are presented with too many options, they might get overwhelmed, leading to decision paralysis where they can’t make a choice at all.” 1-2. Max.
What do I get out of following you? “Nobody’s reading all that.” Free game re: your Featured Links
What do I get out of following you? “Keep it concise and compelling.” Free game re: your Featured Links
That’s what I’ll help you with today. “And the good news is that profile set-up is easy, will take you 10-15 minutes, and it’s kinda a “set it and forget it” thing.” Your LinkedIn profile is a landing page.
Your ‘headline’ is the one-sentence line of text that appears under your name on LinkedIn. “The cool part about this is that your headline shows up on the timeline as viewers see your content.” This means it can be a way to both:
This means it can be a way to both: “Get visitors to your profile” Convert them to followers once they’re on your profile
I have a 3-part formula for writing LinkedIn headlines: “[ROLE] + [COMPANY] + [VALUE PROP]” For example, my headline is:
[1-2 sentences on what you're building] “[1-2 sentences of social proof]” [1-2 sentences on the type of content followers can expect from you]