2. Set up and optimise the Company Page
Once ownership is secure, the next job is to make the Page accurate, complete and useful.
Key point: every field should help someone identify, understand or verify the organisation.
Company name and public URL
Use the organisation’s real trading or brand name consistently. Avoid unnecessary keyword additions to the Page name. The public LinkedIn URL should be clean, recognisable and stable where possible.
Website, organisation details and location
The Page should match the organisation’s real-world identity. Website, location and company information are not filler fields; they are part of the evidence that the Page represents a genuine business.
Choose the right industry
Industry selection is often treated as an afterthought, despite being one of LinkedIn’s core organisation classifications. Choose the closest current LinkedIn industry rather than a broad category that merely sounds familiar.
Leaders Social maintains a public reference dataset covering current and historical LinkedIn industries. Use the LinkedIn® Industry Finder to identify the closest match, then use the detailed guide to make the final choice.
How to Choose the Right LinkedIn® Industry for Your Company Page
About section
The About section should explain the organisation clearly before it tries to impress anyone. A useful structure is:
- what the company does;
- who it serves;
- where it operates;
- the problems or opportunities it works on;
- the evidence that supports its credibility;
- a natural next step.
Avoid a wall of slogans. The Page should be understandable to someone who has never heard of the company.
Write a Better LinkedIn® Company Page About Section
Branding and images
Use a recognisable logo, an intentional cover image and consistent visual presentation. The cover should add context rather than repeat the logo at a larger size. It can communicate the company’s proposition, market, campaign, people or current strategic message.
Get Your LinkedIn® Company Page Branding and Images Right
Call to action
The Page should give interested visitors a sensible route onward. The correct CTA depends on the commercial model: website visit, enquiry, contact, sign-up or another action. Premium Company Pages provide additional CTA options, discussed later in this guide.
Choose and Use Your LinkedIn® Company Page Call to Action
Optimise for discovery, not keyword stuffing
Company Page optimisation should make the organisation easier to understand in LinkedIn search and in wider search engines. Use the language customers, candidates and partners actually use, but keep the Page written for people.
Optimize Your LinkedIn® Company Page for Search
Prefer to have the foundations handled for you? Leaders Social offers a LinkedIn® Company Page Set-up Service and a separate Company Page Optimization Service.
