You’ve seen it.

The people in your network who started posting on LinkedIn six months ago and now have a packed calendar, inbound leads, speaking gigs, even brand deals.

They didn’t have a fancy setup. They weren’t influencers. They just started using LinkedIn properly.

And you’re wondering: is it too late? Are you behind?

Not even close.

This guide will walk you through the basics of building a profile that does the heavy lifting for you, so when people land on your page, they know who you are, what you do, and why they should work with you.

Let’s go.

Step 1: Your Visual First Impression

Profile Picture

• Clean, recent, and clear. Headshot only. No sunglasses. No cropped group pics.

• You don’t need a professional shoot, you just need to look like you.

Banner Image

• Don’t leave this blank.

• Use this space to position your value: your brand name, offer, tagline, or even just a bold statement about what you do.

• Tools like Canva have free LinkedIn banner templates to get you started fast.

Step 2: Your Headline (The Scroll-Stopper)

Most people stop at their job title. Big mistake.

Your headline is your chance to be searchable, clear, and compelling.

Use this formula: [What you do] | [Who you help] | [How you help them]

Examples:

• Brand Strategist | Helping founders turn chaos into clarity

• LinkedIn Ghostwriter | Building personal brands for time-poor CEOs

If you have space, add a little edge or personality. But lead with clarity.

Step 3: Your About Section (aka Your Story)

This is not a CV. This is your landing page.

Think of this section like a mini sales page:

• Hook (why should they care?)

• Problem (what your audience is struggling with)

• Position (why you’re the one who gets it and solves it)

• Proof (a line or two about results or experience)

• CTA (what should they do next?)

Write in first person. Be real. Let people hear your voice. No jargon. No generic bs. 

Step 4: Experience That Shows Value

Yes, LinkedIn is your digital CV, but that doesn’t mean you just list job titles.

For each role:

• Focus on impact. What did you improve, change, build, grow?

• Keep it concise but results-driven.

• Highlight anything relevant to what you do now.

You want visitors to see a through-line: you didn’t randomly end up here. Your past has built this.

Step 5: Add Featured Content

This is one of the most overlooked tools.

Use the Featured section to showcase:

• Your best-performing LinkedIn posts

• Media features

• Opt-ins or lead magnets

• Links to your website or calendar

Make your page interactive. Give people something to click.

Step 6: Start Showing Up (Without the Overwhelm)

You don’t need to post daily.

You just need to start.

Try this simple weekly structure:

• 1 x Story or opinion (founder moment, client win, mistake turned into lesson)

• 1 x Insight (industry take, philosophy, myth you’re busting)

• 1 x Value (practical tip, checklist, how-to)

Write in your voice. Hook in the first line. Use short paragraphs.

Then engage. Like, comment, connect. This is social media, treat it like a conversation, not a billboard.

Final Thought

Your LinkedIn profile isn’t just a place to look hireable. It’s a launchpad for brand, trust, and business.

Set it up once, update it quarterly, and build a content rhythm that works for your bandwidth.

And if you want to move faster? Work with someone who knows how to do it in half the time.

Explore LinkedIn Ghostwriting & Strategy with Rewrite