How To Optimise Your LinkedIn Profile To Generate Targeted Leads


With over 414 million users on LinkedIn the platform is the perfect place to find targeted leads for your business.

But how do you stand out in the crowd? How do you rise above the clutter and connect with your audience?

In this post I am going to show you a few simple techniques the experts use to cut through the noise to capture targeted inbound leads.


Step #1: Optimise your profile

Your profile page is a landing page not a resume

Think of your profile as your digital shop front. The first step to generating inbound leads is to set up a clear value proposition.


When people visit your profile what do you want them to do?

  1. Read about your work history?
  2. Or see what value you can offer them?


Optimising your profile for lead generation consists of two key elements:

  1. Presentation
  2. Call to action  



Let’s start with the low hanging fruit. It sounds like a no-brainer but don’t make the mistake of overlooking the basics. Start by appreciating that 57% of visitors on Linkedin are browsing on their mobile. Your profile needs to look awesome across all devices.

Spend some time looking at how your profile appears on both your mobile and desktop. This will give you an understanding of how you appear to others on LinkedIn.


Focus your attention on the following sections:

  • Profile Picture
  • Name
  • Your tagline/title
  • Your message

Create the right impression by implementing strategic changes in these key areas. It takes little effort and is easy to do.


Your profile picture matters:

A professional photo on your profile makes you 14 times more likely to be viewed.

  • You NEED to have a picture. Without it, no amount of profile optimization is worth the effort.
  • Head shot, your head should take up at least 60% of the frame. Remember it’s a professional network.
  • A genuine, friendly smile that evokes warm fuzzy emotions.
  • Look the part. Think of your target market. Generally that means clean and neat.
  • Choose a neutral background that doesn’t distract attention away from your face.

1- Serviceofexistence Profile Photos


Optimise your name for SEO:

  • First name goes in the first name box dah.
  • Last name in the last name box but with a comma eg: Smith, Digital Marketing Expert.
  • A comma allows you to optimize valuable real estate with some extra descriptive text. It’s a neat little hack that allows you to display key info about your value proposition.

2- serviceofexistence-Profile-Description-Optimised


Call To Action

This little technique is awesome for generating inbound leads.

A call to action is an instruction to your audience to perform an action. It could be a simple request to contact you for information. Or to visit a website or download an e-book.

Once somebody has viewed your profile a call to action provides an easy way for a prospect to become a lead.


Optimise your profile with a call to action in the following sections:

  • Summary
  • Projects
  • Publications


Lets use the summary as an example:

Your LinkedIn summary is one of the first things anyone sees when visiting your profile. Remember your profile page is a landing page and not a resume.

First let’s look at an example of an optimised summary as it appears on LinkedIn.


Follow these guidelines to optimise your summary for lead generation.


1 – Describe your value: This is an excellent example of an introduction. The value proposition is clear and focused.

4-serviceofexistence-LinkedIn Company Page Example Summary Intor
Example: Introdction


 2 – Provide free upfront value (lead magnet): Great example of effectively using a lead magnet to provide free upfront value. The value in this case is the offer of free marketing strategies and potential leads.

“ Lead Magnet – noun – an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer”.

Example: Offering free upfront value (lead magnet)


3 – Focus on what you can provide: Notice how the below description is client focused. Most descriptions describe what people have done. Modify your description by focusing on what you can do for your clients.

6-serviceofexistence-LinkedIn Company Page Example Summary Distingushing Values
Example: Description


4 – Call to action / contact details: This is where your profile becomes a lead generation machine. An excellent example of a call to action. This is where the free upfront value comes in. Make sure you are actually providing value or you’ll come unstuck.

7-serviceofexistence-LinkedIn Company Page Example Summary Call-To-Action
Example: Call To Action

You want visitors to your profile to be able to contact you without hassle. A great way to achieve this is to create a lead magnet.



Implementing these small changes to your LinkedIn profile will improve your visibility and distinguish your from the crowd.

When potential clients looking for the service or product you provide visit your profile, they will be guided through a careful sales funnel which should result in regular inbound messages from your target audience.




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