How to optimise a founder's or director's LinkedIn profile
When someone receives a proposal or meeting request, they may look up the person who got in touch on LinkedIn. An outdated profile doesn't necessarily mean losing a deal, but it can leave a less polished impression at an important moment.
Photo and banner
Use a recent photo with good light, your face clearly visible and a simple background.
The banner can be used to explain what the company does, present a service or show an example of your work.
The headline isn't just your job title
By default, LinkedIn shows your job title.
But the headline can also explain who you work for and the problem you solve.
For example: "CEO at Company X" is less specific than: "I help construction companies in northern Portugal meet project deadlines | CEO at Company X"
The second version gives more context about the work and the audience.
The About section
- Start with the problem you solve and for whom.
- Explain in a few sentences how you solve it.
- Include examples or real numbers when relevant.
- End with a simple way to get in touch.
Featured and experience
The Featured section can show posts, documents, interviews, client cases or presentations.
In your experience, explain what the company does and what you're responsible for, rather than just repeating your job title.
Activity matters
A complete profile with little activity can come across as out of date.
Posting regularly and joining conversations in your sector helps keep the profile active.
If you don't have time to write, you can record ideas as voice notes and turn them into posts that you review before publishing.
Quick checklist
- A recent, professional photo.
- A banner related to the company.
- A headline that explains who you work for and what you solve.
- An About section written for the client.
- Featured items with real work or cases.
- The company page linked to your experience.
- At least one post a week.