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Optimising your LinkedIn Profile

Optimising your LinkedIn Profile

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You want you profile to have clarity, it should clearly state who you are and what you do, but most importantly, it should state who you help and how you help them. 

If your profile reads like a mini biography, accompanied by a list of features regarding your services or skillset, and “you” is the focus, unfortunately, you have missed the mark with the profile. 

A person who wants to do business with you wants to know how you can help them and proof that you are the person for the job. Your Linkedin profiles turns from being built around you to being built around the prospect (write as if you are speaking to them, always use “you”, “your”, etc).


It is also important to note that people don’t buy features, they buy benefits. This is true in every scenario from a Linkedin profile to your website.


Additional sections on your profile will complement these two key sections, therefore adding more weight to your promise, and more trust and credibility to you and your business. All of this will become transparent when we put it into practice, but by now you should have a clear understanding of the importance of the perfect Linkedin Profile.



Your Profile URL

Your profile URL is the text that appears in the search bar, there is nothing major here, but just ensure professionalism and relevancy to ensure consistency throughout your branding. 


To customise your Url is simple, just follow these steps:

  1. Click the Me icon at the top of your Linkedin homepage 
  2. Click view profile
  3. Click Edit public profile & URL on the right side.
  1. You will be redirected to the Public profile settings page.
  1. Under Edit your custom URL on the right side, click the Edit icon next to your public profile URL
  1. It will be an address that looks like www.linkedin.com/in/yourname
  1. Type the last part of your new custom URL in the text box
  2. Click save.


Banner & Profile Photo

You don’t want to waste this very important real estate. You want to upload a banner photo.

We are naturally drawn to images, especially ones that have contrast to the rest of the page, so you can use that space effectively.

If you would like a bespoke design banner or logo, feel free to get in touch with the team here.

This is a great space to convey the most important message that you wish to represent, you can promote whatever you wish here and is will be seen by thousands:

  • Promote a webinar
  • Promote a eBook
  • Promote a course
  • So on…

The main purpose of the picture is it can point the visitor directly towards to point (the call to action).



Your Headline

When somebody interacts with you, your headline will be one of the first things they see.

As they visit your profile, they’ll first look at your banner photo and profile photo (If you have them), then they’ll see your headline.

This is one of the KEY sections I was referring to earlier. I’ve personally invested in the psychology behind your headline because it is everywhere you are!


When you comment on a person’s post, your headline will appear below your name, giving everyone a chance to read it. 

When you like a post or comment, people notified will check out your profile and check out your headline too.


The makeup of your headline will influence a lot of attract or repel decisions made by your network and future prospects.

This can ultimately make or break your lead generation success. Jumping back a bit, remember when I said earlier that your profile needs to be about them, well, this is your first impression

Fear not, I’m going to give you the template that tripled my successful connections from roughly 20% to 70% overnight.

[Authority Leader] for [Prospect Position] in the [Niche Industry] | [Benefit driven tagline] 


Note, this is not saying it’s the only headline you should use, you should play around and test different headlines which you believe suit your audience, but it is a good template to get you started. 


Another tip for you, and this is how I continued to test and adapt my headline, take note of industry leaders either in your target market or competitors in your industry and see what their headlines say. If they have a huge follow & engagement, their headline is probably going to be pretty good. 


Model it, create your own version and test it! 


Download the free eBook to continue 👇

Finish of discovering the techniques to optimise your LinkedIn profile by downloading the eBook (free of charge of course 😉)

PS. Whenever you are ready, here's how to grow your construction business...

1. Join our Facebook Group which built completely for businesses within the construction industry. Real people, real support. - Now also available on LinkedIn.

2. Keep up to date with Construction Insider Providing you with industry insight, tips & tricks and much more to make sure you are ahead of your competitors!

3. When you are ready, Become a Saint Financial Group client, and we will provide you with the highest quality solutions to effectively scale your construction business. Book your meeting here!

Written by:

Michael O'Rourke MAAT

Got a question? Ask me here 😉
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Building the perfect LinkedIn profile!

Your profile is what represents your personal brand, your Linkedin profile will be one of the key tools used to communicate trust between you and potential clients. Understand how to optimise your Linkedin Profile to drive results.

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