Is Your LinkedIn Profile an Asset or Just a CV?

1. Your Headline: It's Not Just Your Job Title

Your job title (e.g., “Managing Director at ABC Ltd”) tells a visitor what you are. It doesn’t tell them what you do for them.

A Typical Headline: Managing Director at Smith Engineering
A Better Headline: Helping UK manufacturers reduce downtime with pragmatic engineering solutions | MD at Smith Engineering

A simple tweak: Try rewriting your headline to state the problem you solve and for whom.

2. Your "About" Section: Think of It as a Conversation Starter

This is the most important part of your profile, and most people find it the hardest to write. It’s not your life story or a list of achievements. It’s a sales page, and the “product” is a 20-minute conversation with you.

It just needs to answer your prospect’s first question: “Is this person relevant to me?”

A helpful structure:
- Hook: Start with the problems your clients face. (e.g., “Are you struggling with an inconsistent pipeline? Tired of marketing agencies that don’t seem to get your world?”)
- Your Approach: Briefly explain how you help.
- Proof: Mention the types of clients you work with (e.g., “I spend my time with established SMEs in construction, engineering, and manufacturing…”)
- A Clear Next Step: End with a simple, low-pressure invitation. (e.g., “I’m always happy to have a 20-minute, no-obligation call to see if I can help: [Link to your contact page]”)

3. Your Banner Image: Anything But the Blue Default

The default blue-gradient banner image doesn’t exactly scream “detail-oriented professional.” It’s a small thing, but it’s a missed opportunity.

A quick win: Use a free tool like Canva to create a simple, professional banner. It should visually reinforce your headline. Good options include:
- A high-quality photo of one of your projects or your team in action.
- A simple, branded image with your company logo and that one-line value proposition.

4. Your "Featured" Section: Your Top 3 Handouts

This section is your chance to pin your best sales assets right below your “About” summary. Leaving it empty is like having an empty brochure stand in your reception.

A quick win: Add 2-3 items here.
- Link to your website’s “How I Help” or “Results” page.
- Upload a PDF of a high-value case study.
- Link directly to your “Book a Call” page.

5. Your URL: The Final Tidy-Up

A default URL (linkedin.com/in/ian-frost-a123b456) looks a bit messy and is impossible to remember.

A quick win: On your profile page, click “Edit public profile & URL” in the top-right corner. Change your URL to linkedin.com/in/ianfrost (or similar). It’s a small detail that just looks more professional.

Ready to build a real sales engine?

Getting your profile in order is the first step. The next is building a consistent rhythm of content and outreach that turns those connections into proper conversations.

If you’re ready for a practical, no-jargon plan for that, let’s talk.

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