7 Ways to Enhance Your LinkedIn Page
Aug 13, 2024
When you host a dinner for friends, they almost always bring a dessert or favorite bottle of wine to share. At some point during the evening, conversations turn to the latest life updates or challenges they have faced that day.
In short, everyone brings something different to the table. Have you ever thought of LinkedIn that way?
Your LinkedIn page is an extension of you, your brand, and your offerings. People may not know they are looking for you, but they are looking for a company like yours and a professional like you. To help keep you in good company, I’ve compiled a list of seven ways to enhance your LinkedIn page.
Hot take: If you do not own your own business or are not an administrator of your employer’s LinkedIn page, then your next steps are to 1- confirm that you’re actually connected to your employer page (you will know because their logo will appear in your LinkedIn profile under experience) so that you can be more findable on the platform and 2- forward this article to your boss to help them out!
1. Understand the basics
Unlike other social media platforms, a LinkedIn page cannot exist without a person. Meaning, everything on LinkedIn revolves around people. The people are LinkedIn members and those members are featured via LinkedIn profiles. Only when you have a LinkedIn profile can you create a LinkedIn company page. When our client’s businesses do not have a footprint on LinkedIn yet, we create and launch their page for them (this is often done in tandem with engaging us for their individual profile overhaul via The Profile TransformerTM).
If you have a page, make sure it is built out completely and the right way. Showing up “halfway” on your LinkedIn page is like having your shirt on backwards and name tag upside down when you meet someone for the first time (don’t be that person and don’t do that to your brand).
Here are two helpful articles I wrote in my Ask LinkedIn Lindsey series about Linkedin pages:
2. Featured posts
Just like you can feature posts on your LinkedIn profile, you can now feature posts on your page. This gives your content more prominence on your page, above other posts. Think of this as a dynamic section of the page; if you have an upcoming conference or new product to promote, featuring one of your page posts about the timely event is a great way to showcase it to your LinkedIn page followers and people who visit your page.
From the administrative side, you can access the featured section via “Edit page” on the left menu. Here is what it will look like for a page viewer: 
3. Page inbox
Have you noticed your page inbox? LinkedIn began rolling this new feature out last year, giving LinkedIn members the ability to directly contact the company. Only members can initiate a conversation with the page; pages cannot reach out to members (yet).
Just like you would not neglect returning a voicemail, replying to an email or responding to a LinkedIn message, do not forget to send a note back to those who reach out. This is about your company’s reputation — how people experience it in this seemingly small way, can make a big impact. Learn more about the LinkedIn page inbox in my article, 3 Reasons Why You Should Try LinkedIn’s Page Messaging Feature.
4. Lead gen form
When I initially discovered this new feature I got really excited! (A way to drive leads to a desired site? Yes, please!) However, the lead gen form does not quite work that way yet. This LinkedIn feature seems to still be in beta mode, but here is the current skinny:
Sitting in the area above your featured section, your lead gen form will appear to page viewers. While it seems the inquiry would send the LinkedIn member to a designated link, it actually points them to a LinkedIn-generated popup window with a basic form. When I tested out this user experience, nothing happened on my end (as the inquirer) and the only way I would know that a “lead” was submitted to my page as an administrator, is if I knew to check my LinkedIn page analytics leads tab. The only way to view any leads who submit the lead gen form is by downloading the information. So far, I’m not impressed, but now we know it exists and we can keep a keen eye on enhancements to this new feature.
5. Follow other pages
Similar to our individual experience with a LinkedIn newsfeed, pages can now create their own feed by following other LinkedIn pages. This feature is a unique way for your page to interact with other companies on LinkedIn.
As a small business, I err on the side of personal engagement from my profile versus company engagement since people are hiring me and my team not because of my brand or company name. However, if you have a team member who can take charge of consistent engagement to prospective companies, go for it!
6. Consistency is key
You have heard it over and over again in many areas of life: The gym, nutrition, prospecting, marketing, and my friend, this is no different.
- Post content consistently on your LinkedIn page
- Build your follower base by consistently inviting people to follow your page (Pro tip: People will be more likely to say YES to your page follow invitation if you have content worth following!)
- Engage with your followers who engage with your content
I promise this does not have to be rocket science. I still recommend the strategy of posting on your personal account and resharing those posts to your page and vice versa, sharing your page content to your personal account.
7. Premium Pages
Independent of an individual LinkedIn Premium subscription, LinkedIn Premium Pages are one of the latest paid services offered by LinkedIn. Here is a short list of a few highlights:
- Custom call-to-action button (seems similar to the call-to-action button recently rolled out at the top of premium profiles)
- Custom testimonials (seems similar to profile recommendations and a resurgence of service recommendations that LinkedIn dropped off more than eight years ago)
- Who’s visited my page (seems similar to who’s viewed my profile)
While I’m intrigued, again, unless you have a dedicated team member consistently posting content and leading page administration and engagement, I would rather you invest your time and money in your individual usage of leveling up on LinkedIn, as that is still the foundation of the platform.
Also, I have to believe there will be some pricing adjustments as time passes. As of the publishing of this article, after the free 30-day trial expires, an $840 credit card charge is run to continue your access to the premium page features for the upcoming year.
And there you have it! Seven ways to enhance your LinkedIn company page. If you feel overwhelmed, take this article as simply new information and go back to #1 in the list.
As James Clear says, “I accumulated small but consistent habits that ultimately led to results that were unimaginable when I started.”
If you are stuck and are ready to make a move in leveling up on the most influential online platform in the world, I’m here for you. Fill out the simple form on my website (that does in fact go straight to me) and let’s connect for a conversation.
