Most LinkedIn business pages sit half-finished, with a missing logo, no banner, and a description that just repeats the company name. If you’re going to bother, do it right the first time.
Here’s exactly how to build a LinkedIn business page that looks credible from day one.
Before You Start: What You’ll Need
LinkedIn ties every business page to a personal account. You manage the company page through your individual profile—so make sure you’re logged into the personal account you want associated with the business. Have these assets ready before you click anything:
- Your logo (square format, ideally 300×300 px)
- A banner image (1128×191 px is ideal)
- A one- to two-sentence tagline
- A short company description (150–300 words is plenty)
- Your website URL
Having these on hand means you won’t abandon the setup halfway through hunting for a file.
Creating the Page
From LinkedIn’s main navigation, look for the For Business option in the top-right area. Scroll to the bottom of that dropdown and select Create a Company Page.
You’ll be prompted to choose a page type. For most businesses—agencies, consultancies, small product companies—Company is the right pick. The other types (Showcase Pages, Educational Institutions) are for specific situations.
Fill In the Core Details
LinkedIn will ask for:
- Company name — use your official business name, not a keyword-stuffed version
- LinkedIn URL — auto-populated from your name; customize it to be clean and memorable
- Website — link to your actual homepage, not a social profile
- Industry — pick the closest match; this affects how you show up in searches
- Company size — honest ranges only; this shows on your public profile
- Organization type — privately held, self-employed, nonprofit, etc.
Once you check the box confirming you’re an authorized representative, hit Create Page.
Completing Your Profile (Don’t Skip This)
A freshly created page is skeletal. LinkedIn will show you a completion checklist—pay attention to it. Here’s what to prioritize:
Logo
Upload a clean, high-contrast version of your logo. Avoid white logos on white backgrounds. This image appears in search results and next to every post you publish, so it needs to read clearly at small sizes.
Banner Image
This is prime real estate that most companies waste. Don’t use a generic stock photo. Use your banner to communicate something specific: your product in use, your team, a bold value statement, or a visual that reinforces your brand. A plumber’s company, for example, might show a crisp photo of a finished bathroom renovation with a tagline overlaid.
Tagline
This appears directly under your company name in search results. Don’t repeat your company name. Instead, describe what you actually do for people. “Helping independent retailers compete with the big-box stores” is far more compelling than “Retail Solutions Inc.”
Description
This is where you earn trust with someone who’s never heard of you. Write it for a potential customer or hire, not for yourself. Lead with what problem you solve, follow with who you serve, and close with what makes you different. Keep it conversational—LinkedIn isn’t a legal document.
One Thing Most People Miss
After setup, the instinct is to do nothing and wait for followers. That’s a mistake. Publish your first post the same day you create the page. It doesn’t need to be elaborate—a photo from a recent project, an introduction to what the page is about, or a useful tip for your target audience all work fine.
An empty page signals neglect to anyone who visits. A single real post signals that someone’s actually here.
What You Can Ignore (For Now)
LinkedIn offers a lot of optional sections: workplace commitments, featured links, custom buttons, and more. None of these matter if your core profile isn’t solid. Get your logo, banner, tagline, and description right first. Add the extras later once you’re posting consistently and have a feel for what your audience responds to.
The whole setup takes about 20 minutes if your assets are ready. The businesses that get results from LinkedIn aren’t the ones with the most followers on day one—they’re the ones who showed up with a complete, professional presence and kept posting. Start there.