How to Optimize a LinkedIn Profile for Business Growth in 2025

​​More than 1 billion members and 69 million companies use LinkedIn—and that number grows every day.

Whether you’re networking, trying to land a client, or building a dream team, your LinkedIn profile can open doors. But only if it’s optimized to do so.

In this step-by-step guide, we’ll teach you how to optimize your LinkedIn profile with clear examples. We’ll also share proven tips and tricks to help you improve your profile’s visibility and credibility.

Grab a coffee ☕ and let’s give your profile the glow-up it deserves (and needs!).

As a business owner or freelancer, your next client, referral, or partnership often starts with one simple action: someone looks you up online.

More often than not, they’ll land on your LinkedIn profile—whether they found you on the platform itself or through a quick Google search. That’s why your profile is one of your most important small business marketing assets, even if you’re not actively “using” LinkedIn every day.

Here’s why it matters so much:

Just like your website, your LinkedIn profile is basically your online storefront.

When someone clicks on it, they should instantly understand who you are, what you do, and what services you offer. If they can’t? You’re likely losing out on opportunities before you even know they exist.

✅ List your business or company name clearly

✅ Highlight your services and offers in your headline and About section

✅ Showcase testimonials, certifications, and portfolio work in your Featured section

The goal? Make it easy for someone to see how you can help them, so they’re more likely to take that next step.

First impressions matter, especially in business. If your profile looks outdated or half-finished, potential clients or partners may hesitate to take a meeting or reply to your outreach.

On the flip side, a polished, professional, client-focused profile makes it far more likely someone will say “yes” to that intro chat, discovery call, or proposal review.

Your LinkedIn profile doesn’t just live on LinkedIn. 

In fact, if I search myself on Google, my LinkedIn profile appears right at the top of the results. And that’s incredibly valuable. It means anyone searching for you, whether they heard your name on a podcast, saw your content, or got a referral, will likely land on your profile first. 

An optimized profile ensures that what they find reinforces your brand, builds trust, and encourages them to reach out.

We’ve established the importance of having an optimized LinkedIn profile. Now let’s dig a little deeper into why it’s definitely worth spending some time to fine-tune it.

➡️ Ensures your profile is up-to-date and accurate: Your services, offers, and expertise evolve. Keeping your profile current ensures that anyone visiting it gets an accurate picture of what you do right now—not what you used to do.

➡️ You show up in search: LinkedIn’s search algorithm—and Google’s—both love optimized profiles. Using the right keywords in the right places helps you show up more often when potential clients or partners are searching.

➡️ Builds instant credibility: A polished, complete profile signals professionalism and builds trust, making it far more likely that someone will want to connect, book a call, or refer you.

➡️ Attracts the right leads: An optimized profile helps filter in your ideal clients while subtly filtering out poor-fit leads. If you want more actionable strategies, check out our guide on how to get clients.

➡️ Supports outbound outreach: If you’re doing any form of outreach (DMs, emails, connection requests), your profile will almost always get checked. A strong profile increases your chances of getting a positive response!

Alright—this is the part you’re really here for. Let’s walk you through the steps to optimize every part of your LinkedIn profile so it’s clear, client-focused, and ready to drive opportunities.

The first thing you need to optimize is your profile picture and your banner. When someone clicks on your LinkedIn profile, these are the first things they see. If your photo is outdated or your banner is the default gray, it can instantly feel like you’re not actively using the platform.

For the profile picture, upload a clear, high-quality headshot where you look professional but approachable. No blurry photos, preferably no vacation shots, and no distracting backgrounds. Make it recent, and ideally smile. Recommended size: 400 x 400 px.

When it comes to LinkedIn profile banners, most people leave theirs blank, but it’s a great place to reinforce your brand. You can showcase your company, your services, your personal tagline, or something visually aligned with your business. Recommended size: 1584 x 396 px.

👉 Tip: Use Canva’s free LinkedIn banner templates to create your own.

A good example of an optimized profile picture and banner is by Rosanna Campbell, a content writer for B2B brands. She uses a clean, friendly headshot and a simple banner that clearly communicates her niche and links to her website—making it immediately clear what she does and who she helps.

The second thing people will see when they land on your profile is your headline—the short line of text that appears right under your name.

Getting your headline right is also important because it shows up:

• In LinkedIn search results
• In connection requests
• In LinkedIn posts and comments
• When someone googles your name

Treat it as a mini elevator pitch, meaning don’t just list your job title. Instead, write up something that communicates your unique value and who you help.

A simple formula is what you do + who you help + results you drive

Some examples:

👉 Lashay Lewis’s headline: Nails the formula: niche + audience + results. It’s also infused with personality ("Vibe Marketer ⚡️"), which helps her stand out in a crowded space.

👉 Chris Vaughan’s headline: Clearly communicates what he does and how it helps clients ("Igniting your marketing and driving sales!")—simple and outcome-focused. 

By the way, Chris is one of our customers. He uses YouCanBookMe (YCBM)—our online scheduling tool—to help run his successful photography business. By setting up a simple, self-serve booking process on his business website, he ensures clients can book consultations without any back-and-forth emails.

Booking business meetings should be easy

Automate your scheduling process with YouCanBookMe. Free up your inbox, save time, and deliver a seamless booking experience for your clients.

Your About section appears near the top of your LinkedIn profile, right under your headline and profile picture. It’s one of the few places where you can tell your story in your own voice.

Many people simply list their skills here. But if you’re running a business or offering services, this section should be written with your ideal client in mind.

Here’s how to make it more effective:

• Write in first person to sound more human and approachable
• Start with a hook to capture attention
• Highlight results—what outcomes do you help clients achieve?
• Include a clear call to action (tell people what to do next!)

Here’s mine for a quick reference. But if you want more tips and examples, check out our in-depth guide to how to write a LinkedIn bio.

Many people treat the Experience section of their LinkedIn profile like a CV. They just list job duties or dates. But if you’re a freelancer, consultant, or business owner, this section can do much more than that.

Here are a few ways to make this section stand out:

• Add links to your work: Many people don’t realize you can add media to your job entries. Make sure to include links to portfolio pieces, articles, client case studies, or testimonials.
• Include metrics or wins: Don’t just describe what you did—show the results. For example: “Helped client increase conversion rates by 45%” or “Grew newsletter to 10,000+ engaged subscribers.” Emilio Johann does a great job of sneaking in some tangible results he achieved while working as a freelance marketing strategist.

• Focus on client outcomes: Prospective clients care more about what you can do for them than about your past job descriptions. Frame your experience in terms of the value you’ve created.
• Let your personality show: Write this section in a tone that matches your personal brand. It should sound like you.

Client recommendations (aka testimonials) are one of the strongest forms of social proof you can add to your LinkedIn profile. A glowing recommendation from a happy client or a partner builds instant trust. It gives prospective customers real-world signal that you’re great to work with—and that you deliver results.

A great example: Gabriela Lefanowicz (our very own copywriter here at YouCanBookMe!) has several warm, detailed recommendations on her profile. You can clearly see how her clients and colleagues value her creativity, professionalism, and collaborative spirit.

You can request recommendations easily through LinkedIn (you’ll find the option on your profile). Not sure how to ask? Here’s a helpful guide on how to ask clients for reviews and not feel awkward about it.

LinkedIn is a massive search engine, and your profile can absolutely show up in searches both on LinkedIn and on Google (remember how I mentioned earlier that my LinkedIn profile shows up on Google?). That’s why it’s a good idea to include relevant keywords throughout your profile.

Think about what your ideal clients would type in if they were looking for someone like you. Terms like “leadership coach,” “B2B content strategist,” “freelance UX writer,” or “executive career coach” are all examples.

Where to naturally weave in those keywords:

• Your headline
• Your About section
• Your Experience section
• Skills section

A good example is Peggy Anne Salz, a content marketing strategist and online host. Some of the keywords that she’s included in her profile include:

• Content marketing strategist
• Journalist
• Writer

Not only is her profile optimized for visibility, Peggy also runs a busy business and uses YouCanBookMe to manage her scheduling. With multiple custom booking pages, she makes it easy for clients, podcast guests, and collaborators to schedule calls with her without needing to liaise with people over email, trying to find a meeting time.

This one’s totally optional, but if you attend in-person events, conferences, or meet clients face-to-face, you should also consider creating a LinkedIn QR code.

It’s an easy way to let people instantly scan and access your LinkedIn profile on their phone (no searching required!). It’s pretty much a business card—but a digital one.

By now, your LinkedIn profile is well on its way to looking polished and professional. But if you’re a small business owner or freelancer, you’ll likely get the most value from LinkedIn when it actively drives leads to your inbox.

Here are a few specific ways to optimize your profile for lead generation:

Make it easy for potential clients to take the next step by adding a booking link to your Featured section. When someone’s ready to connect, they can book time with you instantly—no need for back-and-forth messages. We’ve got a guide on how to add a book an appointment button to LinkedIn if you need help setting this up.

However, adding a link alone won’t do much, especially if you don’t have a scheduling tool to help manage all the potential calls your LinkedIn profile can generate. A scheduling solution like YouCanBookMe helps you create a professional booking page so your leads can easily book time with you. The tool also sends automated meeting confirmations, reminders, and follow-ups. That means less admin for you—and more opportunities to turn profile views into paying clients.

Want to make it easy for leads to book time with you?

Don’t just collect profile views! Let leads schedule calls directly with you—and watch more conversations turn into clients with YouCanBookMe.

Your profile should guide visitors toward action—not just inform them about what you do. Use phrases like “Let’s talk,” “Check out my portfolio,” “Book a call,” or “Visit my website” in your About section or the headline.

See how Alina Vandenberghe added a “Visit my website” button to her profile, guiding the next action she wants her leads to take.

You should also post regularly. For example, you can share insights, client wins, case studies, or curated content your audience will find valuable. The more your name and expertise show up in the feed, the more you’ll build credibility—and attract warm leads who already trust you.

LinkedIn shows you who’s viewed your profile (as long as they aren’t in private mode). When you notice someone relevant has visited, consider sending a friendly follow-up message. 

A simple, low-pressure note like “Hi [name], I saw you stopped by my profile—thanks for checking it out! If I can answer any questions or share more about how I work, let me know.” can spark great conversations—and new opportunities.

Once you’re done optimizing your profile, double-check that you’ve ticked everything off this list 👇

✅ Profile photo and banner are high quality: Your photo should be clear and professional. Your banner can subtly reinforce your personal brand or highlight your business.

✅ Headline clearly states your offer: Make it obvious what you do, who you help, and the value you provide—in one quick glance.

✅ About section is written in first-person with CTA: Speak directly to your ideal client in first person. Don’t forget to end with a clear invitation to book a call or connect.

✅ Experience section reflects outcomes, not duties: Focus on results you’ve delivered for clients or companies.

✅ Featured section showcases your work: Highlight your best projects, articles, videos, or testimonials here so visitors can see your expertise in action.

✅ Skills & testimonials align with your offer: Choose skills that match what you sell, and collect recommendations that reinforce your authority in those areas.

✅ You’re using keywords your clients search for: Sprinkle relevant keywords naturally throughout your profile so potential clients can find you both on LinkedIn and Google.

As a small business owner, you’ve got a million and one things to do. Maybe you don’t want to spend hours fine-tuning your LinkedIn profile. Or maybe writing, especially writing about yourself, isn’t your favorite task. If that’s the case, lean on ChatGPT. It can essentially act as your personal copywriter, brainstorming partner, and clarity coach all in one.

In fact, you can use ChatGPT to support all kinds of tasks across your business. Check out our guide on ChatGPT for small business for more ideas.

Back to the profile, here’s how ChatGPT can help you👇

As we said, your headline should clearly explain what you do and who you help. If you’re stuck, ask ChatGPT for help crafting options that are client-focused and results-driven.

AI prompt: “Here’s what I do: [brief description]. Who I help: [audience]. What I help them achieve: [results]. Can you suggest 3 LinkedIn headlines?”

The About section should sound warm, human, and client-focused. Share your draft or a few bullet points with ChatGPT and ask it to rewrite it in a friendly tone that aligns with your personal style.

AI prompt: “Here are the key points I want to include in my LinkedIn About section: [paste bullet points]. Please rewrite this in a friendly, professional tone for potential clients.”

Having a clear 2–3 sentence summary of what you do is useful not only for your profile, but also for your Featured section and outreach messages. ChatGPT can help you distill your message down.

AI prompt: “Here’s what I do: [describe your work and audience]. Please write a short, client-friendly elevator pitch (2–3 sentences).”

Staying visible on LinkedIn means posting consistently. If you’re stuck for ideas, ChatGPT can suggest content topics that would appeal to your ideal clients.

AI prompt: “Please give me 10 LinkedIn post ideas that would resonate with [describe your audience] and highlight my expertise in [your niche/service area].”

Here’s an example in action ⤵️

As we’ve mentioned earlier, you want your profile to be searchable. ChatGPT can suggest keywords and phrases your ideal clients might use to find someone with your skills.

AI prompt: “What keywords and phrases might potential clients search for if they were looking for [describe your services or role] on LinkedIn?”

Evidently, ChatGPT can be an incredible tool for optimizing your LinkedIn profile—but only if you prompt it well and then polish off its output.

Below are a few simple tips that will help you write better ChatGPT prompts for business to get more relevant results (and make sure your profile still sounds like you).

The more context you give, the better ChatGPT will perform. Don’t just say, “write my About section.” Instead, share who you help, what you offer, and what tone you want to strike (friendly, expert, casual, inspiring, etc.).

For example: “I’m a fractional CMO helping early-stage SaaS startups hit $1M ARR. I want my profile to sound warm, collaborative, and results-focused.”

ChatGPT can indeed help you write faster, but it can’t fully replicate your personality or unique experience. Think of the output as a starting point, not a final draft. Always edit for clarity, tone, and accuracy. Also, make sure your voice shines through. You want to be authentic and not sound like a robot.

AI can help craft the story, but it’s your actual work that will win clients over. Include real numbers, client outcomes, or quotes from happy customers to back up the copy. 

For example, “Helped a DTC brand scale from $10K to $250K MRR in six months” or “Here’s what clients say about working with me.” This is what builds trust and separates a polished profile from a generic one!

An optimized LinkedIn profile can open doors to new leads, partnerships, and opportunities. If you’ve been putting it off, now’s the perfect time to finally give it the attention it deserves, especially if a strong LinkedIn presence could directly translate to more clients for your business.

And when those leads do land on your profile, don’t leave them guessing about how to reach you. Make it easy for them to book a chat. An online scheduling tool like YouCanBookMe makes that process seamless, so you can spend less time coordinating and more time growing your business.

👉 Try YouCanBookMe today for free!

FAQs

Is LinkedIn Premium worth it for freelancers?

It depends on how you use LinkedIn. If you do a lot of outbound outreach (prospecting, DMing decision-makers), Premium’s InMail and search filters can be invaluable. If most of your leads come inbound via content and referrals, free works fine. Many solopreneurs start with free and test Premium during busy prospecting periods to see if it’s worth keeping long-term.

Should I accept all connection requests?

You don’t have to. A better approach is to be intentional. Accept people you genuinely want in your network: past clients, collaborators, ideal prospects, or trusted peers. Declining irrelevant connections (spammy profiles or random people who didn’t even bother to introduce themselves) doesn’t make much sense. You also don’t want irrelevant content of these users to start showing up in your feed.

How often should I update my LinkedIn profile?

At minimum, review your profile every 3 to 6 months to make sure it reflects your current services, offers, and positioning. If you’re actively building your business or posting content, you may want to tweak your headline, About section, or Featured section more frequently—even monthly.