LinkedIn is undoubtedly the world’s largest professional platform, but did you also know that you can find over 30 million companies there? I don’t know about you, but it blows my mind! Today, we will learn how to create a LinkedIn Company Page in a few quick steps, why is it important, and how to optimize it for search engines.
So, without wasting any more time, let’s go!
Why does your company need a Company page?
Having a Company page on LinkedIn is the equivalent of having a publicly displayed digital business card for your organization. It is the first place that people will go to when they need basic information about your business, such as:
- What are your main business activities;
- In what industry are you operating in;
- How many employees do you have;
- In what year you were found:
And so on. Company pages provide more authenticity, professionalism and trustworthiness for businesses. In fact, even if you don’t plan to use LinkedIn as a social channel, you should still have a Company page. This way, people can easily discover more information about you.
Additionally, an optimized page makes you more discoverable when people don’t know you yet, but are looking for companies within your industry. For example, if someone is looking to hire a Marketing agency, they can use LinkedIn’s segmentation capabilities to filter out companies in the industry of Marketing & Advertising.
So, if your Marketing agency doesn’t have a Company page on LinkedIn, you miss your chances of showing up when somebody needs your services.
But wait, there is more! You can also use Company Pages for:
- Lead Generation – LinkedIn is probably the best social network for high-quality lead generation, but also for creating relationships with your current and potential customers.
- Human Resources – you can use your Company page to publish available positions within your organizations, and attract talent that you won’t be able to find in many other places.
- Advertising – advertising on LinkedIn is highly effective, especially for B2B companies. If you want to learn more about the benefits and how to begin, you can check out my ebook The Complete Guide to LinkedIn advertising.
As you can see, there are multiple reasons why every business should have a Company page on LinkedIn. So, now that we have cleared this out, let’s see how to make one!
Are LinkedIn Company pages free to create?
Yes, you can create a LinkedIn Company page for 100% free. They don’t require purchasing a Premium plan in order to be set up. All you need is a personal profile so you can access this option. So, this is yet another reason to have one!
How to Create a LinkedIn Company Page
Step 1. Set up your account
To create a Company page for your organization, go to the Work settings that show up in the upper right corner:
Then, scroll down until you see the option Create a Company page:
When you click on it, you will be taken to another page in which you will have to select one of the following options:
Obviously, you will need to select the option that makes the most sense for your business. For example, if you are a small organization of under 200 employees, you will probably have to select the first one. Unless you fall into the category of an educational institution.
As for the number of employees, you can always modify it later if you’ve made a mistake, or if your company has increased in employees. So, don’t worry about that!
For our example, I clicked on the Small business option. Once you do that, you will be taken to the following page, in which you will have to fill out some detailes related to your organization:
Step 2. Create your company profile
To be honest, this part is quite intuitive. However, there are some small but important details, so I think the best way to see them all is to fill out all sections together.
In the first section, you will have to give more details about the identity of your business, including:
- Page name – this will be the public name of your company. In other words, how everyone will see you on LinkedIn. For this reason, I highly recommend that you use your trade name instead of your legal name. Use the name that your customers and audience already know you by; otherwise, they will not be able to find you easily.
- LinkedIn public URL – when you create a LinkedIn Company page or a personal profile, the platform will generate a unique URL for you. The problem is, automatically generated URLs are usually “ugly” and not user friendly. However, for business profiles, LinkedIn gives you the chance to set it up yourself, and this is how a final result looks like:
- Website – this one is as obvious as it sounds. Just paste the URL of your website, and you are done!
This section is important because this is the segmentation criteria that people and other businesses will use to find you. For example, if they are looking for a Marketing company, they will probably select Marketing & Advertising from the search filter.
The same is true for company size and company type. These are filters that are used both in organic and paid search. So, if you want people to find you easily, make sure that this data is as precise as possible.
Of course, the Industry drop-down can be quite limited, so in some cases, it is difficult to be too precise. For example, the majority of SaaS companies are listing themselves under the Internet industry. Which, we can all agree, is quite generic and can mean different things to everyone.
Next, you will have to fill out your profile details, which include:
- A square logo with a recommended size of 300×300. Make sure that the image is high-quality and clearly visible. I have seen images in which the logo appears very small in the center of the image, and it is difficult to see what company it is.
- A tagline, which sums up what your company does in less than 120 characters. It could be your mission statement or a clever, unique selling proposition statement. Don’t worry; if you are not happy with it, you can always change it later.
And last but not least, before you are able to create a LinkedIn Company Page, you will need to verify that you have the right to act on the company’s behalf:
Keep in mind that if your personal account is relatively new, and you don’t have enough connections yet, you might receive an error message. If this is the case, you might have to expand your network a little bit more before you are allowed to create a LinkedIn Company page.
If this is not the case, you just need to click on the blue button Create page.
And voilá! You now have your very own Company page on LinkedIn. Except that we are not finished yet! In fact, this was only the basic set up that includes the minimum obligatory details. However, there are many more things you can do with your Company page, and optimize it so people can find you easily. We will see this in the next section:
Step 3. Company Page Optimization
As we already mentioned, optimizing your Company page for LinkedIn’s search engines allows people to find you easily. But it also helps you show up when users are looking for a company within your industry. Here are my top 10 tips for creating a compelling Company page that stands out:
1. Create a captivating banner
LinkedIn allows you to create a profile banner for your company that shows up right behind your logo. Compared to the logo itself, it leaves much more room for creativity as the only limitations are some sizing requirements, which include:
- 1128 x 191 pixels
- Ideally, it should be in PNG for better quality;
- Rectangular layout
- A maximum weight of 8MB;
Apart from that, it is a great space for providing more information about your company in a visual and attention-grabbing way.
Of course, it is up to you to decide what would be the approach of your banner’s style and design. There are no right or wrong ways. Here are some examples of companies that are doing a great job with it, and why it works for them:
I love this banner from Hubspot (affiliate link) because it highlights their mission statement and what the company is able to do for its customers. It puts emphasis on the fact that their Marketing solutions are designed to adapt as businesses grow, and grow with them.
Additionally, the design with their brand colours is absolutely gorgeous, and fits perfectly with the logo.
On another hand, Mailchimp has chosen a minimalist banner without any text in it. However, it does such a great job displaying the product with its intensive brand colours that it helps to increase brand awareness.
After someone visits Mailchimp’s Company page, it will be difficult to not associate them with these unique colours!
Our next example is from Google:
I like it because it is quite powerful with its message “Create Design Code build for everyone”, and the images that accompany it. As we already mentioned, using your mission or vision statement, your competitive advantage or your unique selling proposition statement can definitely find their place on the banner of your LinkedIn Company page.
Other companies use this space to highlight their values:
Which is also a great idea for boosting your brand strategy. The opportunities are limitless! Of course, keeping in mind some general best practices such as uploading high-quality images, and making sure that your banners are aligned with the rest of your Company page.
2. Write a powerful “About us” summary
As we already mentioned beforehand, many people who want to learn more about you will go to LinkedIn first before reaching out to other sources of information. This means that, when you create a LinkedIn Company page for your business, you shoud carefully polish all the important sections.
Probably the most important text section is called “About”. It serves the purpose of presenting your business and its activities, including key elements such as:
- Who are you, and what solutions do you offer for your clients;
- Where are you based (you can mention country, city, or both);
- What are your mission, vision, and values;
- What makes you different from your competitors;
- In what industry are you operating;
One example that I really like, and that sums up all the key points of a perfect summary, is this one from Hubspot. And no, I am not saying this just to promote them, I geniunely love everything they do, especially from a Marketing perspective. 🙂
Example 1 – Hubspot
- Who they are – “a leading growth platform with thousands of customeres around the world”;
- What services they offer – “comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM”;
- Their mission statement – “HubSpot gives companies the tools they need to grow better.”
- The company’s values – “By creating a workplace that values flexibility, autonomy, and transparency.”
- Headquarters and International offices – We’re headquartered in Cambridge, Massachusetts, and we have offices in Dublin (Ireland), Sydney (Australia), etc.
- Company culture – “learn about our commitment to creating a diverse and inclusive workplace, too.”
They even included other interesting elements that you could include as well, such as awards. In this case, of the company being named “top workplace by Glassdoor, Fortune, Entrepreneur, and more.”
Awards, achievements and recognitions can be highly relevant for people who might be evaluating to hire your company and its services. Including them in your About section can be a great way to attract the attention of your Company page visitors.
Additionally, Hubspot even plugged a few statements about hiring talent: “If that sounds like something you’d like to be part of, we’d love to hear from you.”, ending their summary with “to join our team, visit www.hubspot.com/jobs”. Of course, this is definitely not obligatory, but is just another element that you can feel free to include it.
Example 2 – Facebook
Another great example comes from one of the leading social platform – yes, we are talking about Facebook. You didn’t think they wouldn’t be on LinkedIn, right?
Again, we can see all the key elements (and more!) carefully included in their About summary:
- Year of foundation – “founded in 2004”;
- Mission statement – ” to give people the power to build community and bring the world closer together”;
- Key achievements – “Over 2 billion people use Facebook, Instagram, WhatsApp, or Messenger every month”;
- Cultural background – “Facebook is defined by our unique culture – one that rewards impact. We encourage people to be bold and solve the problems they care most about”.
- Core values – ” be open, be bold, move fast, focus on impact, and build social value.”
From this example, we can easily see that they also decided to include information about careers, job positions, and hiring talent. So, it is something that seems to work for companies!
Example 3 – Amazon
Our next example from this step of the guide on how to create a LinkedIn Company page comes from Amazon. This time, it is a little bit different, as the summary is centered on the principles and values of the company from the perspective of storytelling.
And they have done a great job with it, expressing what drives them and makes them the company they are today.
3. SEO your way to the top
When we think of search engines and keywords, we often think of Google. However, Google is not the only place in which people use keywords to research for more information about something. In fact, LinkedIn has its own algorithm to determine how results appear for searches.
For this reason, when you create a LinkedIn Company page, you should not focus only on filling out as much information as possible. You should also think of optimization.
To do that, there is one important thing that you need to keep in mind when it comes to LinkedIn’s algorithms.
Search results for a single query may vary greatly between LinkedIn members, as they are tailored to individual users. This means that, if various people are searching for the term “human resources company”, they will probably end up with different results based on their activity in the past. And also depending on their preferences on the social channel, of course.
The ultimate goal of LinkedIn’s algorithms is to provide the user with the most relevant information for each individual user. This creates an excellent opportunity for companies as it allows you to tailor your content to your target audience.
By doing so, you are more likely to land in front of a relevant audience. As opposed to a wider one that is not as likely to be interested in your business or services.
Some of the best practices for LinkedIn SEO on your Company page include:
- Keyword research – do a keyword research to determine the keywords that are the most relevant for your business and the industry that you are operating in. And have a higher search volume. Select the best ones and include them in your About us summary, and other key sections. Just avoid keyword stuffing – it is a bad practice not only for Google, but also for LinkedIn as well.
- Take your website visitors to your Company page – if you haven’t done this already, place social buttons or links on your website to drive traffic to your LinkedIn Company page. For search engines, more traffic means that your page has valuable content, and is relevant for the users.
- Keep your Employee pages updated – ensure that all employees that have a LinkedIn profile have their personal profiles up to date. This will not only increase the exposure of your organization, but will also drive more traffic to your Company page.
- Content is king – they say that content is king, and this couldn’t be more true. When it comes to Search Engine Optimization for LinkedIn, content is absolutely essential. Make sure to post relevant insights and offer value to your audience – whether it is original or curated content. The ideal mix should include both, with original content having a bit more weight.
For this reason, one of the first things that you will have to do after you create a LinkedIn Company page will definitely be to ensure that your content is optimized. Take your time to do your research and polish the details. After all, if you do it well from the first time, you will only have to do it once!
4. Fill out all the relevant information
After you create your LinkedIn Company page, you will have to go back to the configuration settings, and fill out some additional fields. Until now, we only saw the basic set up of a Company page. However, this is not the whole picture.
Click on the edit button right below the banner to finish off your set up:
In this section, you will see the information that you already filled out when creating your Company page. In other words, the trade name of your company, and your tagline. If you didn’t write down your tagline, or simply want to improve it, you can always go back and do it here.
You can also change the name of your Company page. However, I don’t recommend that you do it much because you might make it more difficult for people to find you if they already know you by another name. After all, this is the name that users will see in their feed, and in search engines.
You can also click on Manage information in another language to set up name and tagline in multiple languages:
If you can’t find your language on the drop down menu, you can still write your tagline or summary in this language. However, search engines might not be able to recognize it or translate it automatically.
Next, you can configure custom buttons to drive key business actions through your LinkedIn page.
Unfortunately, they are not as custom as one would think, in the sense that you cannot type whatever comes to your mind. You can only select from a limited drop down:
- Contact us – you can use it to take users to an About or Contact page of your website;
- Learn more – this one is quite generic, so you can use it to drive traffic to any relevant page;
- Register – you can use this one for lead generation, taking users to a landing page;
- Sign up – quite similar to Register, except that it is more oriented towards account creation;
- Visit website – probably the most popular one for taking users to your website.
In my opinion, the most appropriate custom buttons are Visit Website or Learn more, instead of inviting users to directly register or sign up. After all, they are coming from a Company page on LinkedIn, and they will usually need to see more information before knowing what to sign up for.
And Company pages will never have as much information as websites do. However, they should have enough to make people want to learn more by visiting your website!
Remember the About us section that we talked in one of our previous tips? Well, you can fill it out by going to Overview. You have up to 2000 characters to summarize your business activities, and write a compelling introduction to encourage people to visit your website, or get in touch with you.
Again, if you want to make any changes about your industry, company size or company type, you can do it here. You can also include your phone number and foundation year. And last but not least, I highly recommend that you select at least 5 specialties to let people know what your business is about:
Specialties will show up in the About tab of a Company page, right above Locations:
Next, in case your company has more than one physical location, LinkedIn gives you the opportunity to include all of them on your page:
You can click on Add a location to include the country, city, street address, and other details relevant to each branch or office. You can also mark a location as primary so users can easily identify where are your headquarters.
I highly recommend that you include all your locations. Some people might discard your services if they are not able to reach you in a physical location, so it is always great to let them know that they can find you in their country or city.
Many businesses underestimate the power of hashtags. However, they can actually be a great ally to your company for gaining more exposure, increasing your brand awareness, and managing your brand reputation.
In this section, you can select up to 3 hashtag topics that are relevant to your page and business.
You don’t have to do it immediately when you create a LinkedIn Company page, but I highly recommend that you set up some hashtags as early as possible. These hashtags will later show up on the right side of your feed, and you can easily check them at any time to see what people are talking about.
You can also create a unique hashtag for your business so you can quickly identify who is talking about you. And of course, more importantly, what are they saying! This will also help you get a good understanding of how your brand awareness is increasing over time.
Additionally, another way you can use hashtags is to include them in your Summary:
Unfortunatey, they are not going to be clickable as this is not official place for them. However, including them might help you gain more visibility on LinkedIn. How? Because people can search for businesses via hashtags.
So, if somebody typed #digitalmarketing on LinkedIn’s search engine, and you have included this hashtag somewhere on your Company page (usually the About summary), you will probably show up before other companies for that user.
If you are managing groups associated with your business, you can add them to your Company page from this section. Of course, if you are still just looking to create a LinkedIn Company page, you have probably not reached the point of creating groups.
Having a specific group for your organization can be highly benefitial for your brand awareness strategy. Additionally, you can provide more valuable content to your audience, and maintain interesting conversations that might lead to conversion later down the road.
You can click here to learn more about LinkedIn groups, and how you can create one. However, before making it, ensure that you are planning to manage it regularly, and be consistent with it. Do not create groups just for the sake of having one.
5. Add page administrators
Don’t worry, the creator of the page does not have to be the only one that can manage it. The social media platform allows you to add page administrators, and manage their permissions accordingly.
To invite and manage page administrators, go to Admin tools in the upper right corner. Then, select Manage admins. Of course, make sure that you are doing this from your Company page, and not your personal profile.
You will be taken to another tab, which will give you the possibility to invite admins and give them specific permissions. Just keep in mind that you will need to have this person as your personal connection. If he isn’t part of your connection network, his name will not show up when you are using the search tab.
6. Publish valuable and relevant content
We already mentioned that content is king, and I really want to stress on the importance of it. Remember that Company pages should not be static, and your job does not end after you create a LinkedIn Company page. In fact, it barely starts there!
The best way to grow your audience, gain more visibility, and increase the number of your LinkedIn followers is to regularly publish relevant content that your audience can resonate to. Good content can include:
- Posts from your blog about current tendencies and relevant topics from your industry;
- Visual infographics that sum up your blog posts or organization research / studies;
- Original videos, although you should avoid posting commercial videos too much;
- Quotes or testimonials from your customers or employees;
- Informational posts about your business and the news around it;
- eBooks, whitepapers and other more comprehensive and detailed pieces of content;
There are a lot of awesome opportunities to delight your audience with your LinkedIn posts. However, remember that the main focus of your posts should not be to sell your products or services. Avoid converting your LinkedIn feed into an infomercial.
After all, people are not going to LinkedIn to be bombarded organic posts disguised by ads. This is why LinkedIn advertising exists in the first place!
Also, you don’t necessarily have to post every single day if you don’t have enough content, and you can’t keep going with the rhythm. However, if you have enough, it is highly recommended that you post at least once per weekday.
And last but not least, you can also share content from authoritative third-party websites if you consider it relevant for your audience. Even if it wasn’t your team who wrote it. Just try to keep it controlled and not more than 2-3 times per week to leave more place for original content.
7. Create Showcase pages
A great way to “empower” your LinkedIn Company page is to create Showcase pages, also known as Affiliate pages.
These pages function like subdomains of your main Company page. They allow you to highlight particular branches, areas or products of your business, from brands to current initiatives.
In the example above, we can see all the affiliate / showcase pages that Google has associated with its main Company page. Including Google Ads, G Suite, Google Cloud, and so on. Especially you are a bigger organization, it can be a great way to “organize” your business activities.
This way, LinkedIn members can also choose to follow a specific Showcase page if they are interested in a particular product instead of the whole company. By default, you can create up to 10 Showcase pages, but you can get in touch with LinkedIn to request more in case you need it.
To create a Showcase page, go to your Company page (you need to be logged with an admin account). Then, click on Create a Showcase page from the Admin tools section:
And just follow the instructions. Don’t worry; they will be very similar to the steps that you will need to follow to create a LinkedIn Company page. So, you will not have to do something too different.
And that was all from me, folks! I hope you liked my article on how to create a LinkedIn Company page, and how to optimize it for search engines. I truly believe in the potential of LinkedIn not only for gaining more visibility for your business, but also to be found by more potential customers at the moment that they are searching for a company like yours.
After all, LinkedIn is the first place that many of us will consult when we want to learn more about a specific company. For this reason, make sure to keep your Company page regularly updated, and to provide relevant content that is helpful to your audience.
And last but not least, remember that your Company page is not the place to sell your products or services. There are ads for that! 🙂 Use your LinkedIn presence wisely.
Anyways, I hope you enjoyed this post, and I hope to see you in the next one! If you have any doubts or questions, do not hesitate to leave them in the comments below.