👉 And if you're already a loyal reader, thanks for being here 🙏
Let’s address the 5 rarely talked about LinkedIn profile optimizations that do matter
Hey there, Reader,
You’ve probably heard this a hundred times by now (and maybe even from me 😉). When it comes to your LinkedIn profile...
Use a high-quality, approachable profile photo
Create a banner image that clearly shows what you do and who you help
Write a headline that includes searchable keywords + a dash of spark
Craft an About section that highlights your story and speaks to the pain points of the people you serve
And honestly? All of that matters. A lot.
But here’s what’s not talked about enough…
The bottom half of your profile.
Most people stop once the “above-the-fold” section looks good.
But if you’re a founder, CEO, or business owner using LinkedIn as a tool to attract opportunities, then this part deserves just as much attention.
Curious what they are?
#1 - Your Experience Section
This isn’t your résumé. It’s your business credibility builder.
Too many founders leave this vague.
But what works best? Treating each entry (especially your current company) as its own mini elevator pitch.
Think about...
What does your role entail?
Who do you serve?
What kind of results do you deliver?
Make it easy for someone to understand that snapshot of experience in 10 seconds flat.
Here's an example of my current role...
Notice I try to lead with a quick one-line sentence and then follow up with some bulleted points of what I do exactly to help as a LinkedIn content strategist & creator.
You want to make it clear...and scannable.
#2 - Your Skills Section
Yes, it’s still relevant. Why? Because LinkedIn’s algorithm uses this section to surface your profile in search.
When optimized right, your Skills area supports your positioning and gives weight to the keywords in your headline, About, and Experience sections.
And Pro Tip: Rearranging your top 3 visible skills to match your current focus is a simple change that can boost alignment immediately.
Here's mine...
Notice, left to right, the top 3 are...
Personal Branding
LinkedIn Marketing
Content Marketing
Because those are the 3 areas where I want to attract the most opportunities right now for others who are looking for experts to help in this way.
And then, don't forget that under each role in your experience section, it also displays related skills...
Notice how the first two are shown. Again, keep that in mind when prioritizing the order.
#3 - The Recommendations Section
This is your credibility vault.
When potential clients or partners are vetting you, this is an area they take a peek at. But it doesn’t help much if...
All your recommendations are 3+ years old
They only talk about your past roles
Or they don’t reflect what you do now
(And hey, if this is you...you're not alone! I have some work to do here as well.)
I help clients strategically request new testimonials that speak to their current expertise and audience.
So...instead of just asking for a testimonial via email next time. Try also to request it through LinkedIn so you can have it proudly displayed on your profile page...and then you can lift it to use in your other marketing materials as well.
#4 - Your Custom URL
Small change, but a BIG trust-builder.
Take a look at the URL right here when you click on your profile page...
Is it something simple at the end, like your first and last name?
Or...
Is it instead of something like: linkedin.com/in/john-smith-4298739303
If you've got all those weird numbers at the end (the default), the good news is you can change it.
What you want is an optimized, easy-to-remember URL.
Make it short and search-friendly.
That's why I went with...
linkedin.com/in/allisonditmer
It looks more professional, it’s easier to share, and it’s another subtle signal that says: “This person has an established presence here.”
#5 - Your Featured Section
Okay, this one is not so unfamiliar, but it's still wildly underused by most of the clients I start working with.
What I've noticed is that they either skip it altogether or focus on less effective items (i.e., their last post that received the most engagement or PDFs).
But I treat the Featured section as prime design real estate (right behind the main banner image at the top of your profile) as key actions I want my audience to take next.
This is where I highlight for my clients their...
Current offers or services to book a call
A lead magnet or free resource
A glowing testimonial
The goal?
To showcase social proof, value, and relevance, all very quickly.
Final Thought
When I work with founders and CEOs to transform their profiles, I often emphasize...
You’re not just optimizing a profile. You’re building a trust-based entry point into your brand where you want to encourage connection and showcase expertise.
These lesser-known areas may not get much buzz, but when optimized right, they add to the other important elements in showing you’re credible, current, and ready to be hired, booked, or referred.
☕ Fill Your Cup
I have to say...
Inspiring clients ❤️, ice cream 🍦 sandwiches, and my kids doing what I tell them 😋 all fill my cup these days, but you know what else does?...
Getting to speak in person about LinkedIn!
If you're in the Columbus, OH area, I'll be sharing my story and knowledge of how to grow on LinkedIn for the AMA Columbus Chapter.
And just this week, they posted about the event (in case you're local!)...