- BY Jennifer
- POSTED IN LinkedIn
- WITH 0 COMMENTS
- PERMALINK
- STANDARD POST TYPE
Your headline and About section are the foundation of your entire LinkedIn presence.
Under the new LinkedIn landscape with the 360BREW algorithm, your visibility doesn’t depend on a single post.
It depends on you.
- Your positioning.
- Your clarity.
- Your consistency.
So it all begins with getting your profile right.
Part One: Your LinkedIn Headline
Here’s the challenge. You have 220 characters in your LinkedIn headline.
And with those 220 characters, you must do three critical things:
Clearly describe what you do
Be specific about who you help
Communicate the value, benefit or proof point that sets you apart
No pressure 😉
Your headline impacts:
Your profile SEO (search engine optimisation)
How often you appear in LinkedIn searches
Whether people click your profile
How you show up when you comment
What appears in the “Who you know” section
What Your Headline Must Include:
1 – What you do
How will people find you via LinkedIn search?
- Via your job title?
- A niche description?
- A specialist keyword?
Instead of “Director at ABC Ltd”, use searchable keywords.
There’s no need to list your company unless it’s globally recognised and adds authority.
2 – Who you help
As Seth Godin says, “Not everyone is your customer.”
So who is?
Midlife business women?
SME founders?
Tech start-ups?
Corporate HR leaders?
Be specific. The more precise you are, the more powerful your positioning.
3 – Your value or proof point
What benefit do you bring?
Can you include:
Award wins
Years of experience
Industry recognition
Location
Specialisation
A strong outcome
Proof elevates positioning.
Ask Yourself:
Do you have the X Factor? Is your headline memorable?
Does it stand out among 1+ billion profiles?
Can people instantly understand what you do?
If you get your headline right — alongside a strong profile photo you can dramatically increase your chances of attracting the right clients.
Part Two: Is Your LinkedIn About Section Selling You?
Think of your About section as the homepage of your personal website.
It should:
Tell a story
Engage the reader
Highlight keywords
Showcase expertise
Speak directly to your target audience
A Simple Blueprint for Your About Section
Here’s a four-step formula:
1. What you do and why
Explain your purpose and positioning clearly.
2. Who you work with
Reference company size, industries, sectors – even name-drop if relevant.
3. Why and how you’re different
What sets you apart?
What outcomes do you deliver?
What experience or results back this up?
4. A clear call to action
Don’t assume people will go hunting for your contact details.
Tell them:
Email me here
Book a call
Message me directly
What Your About Section Is Not as a Business Owner
It’s not:
An online CV
A third-person formal biography
A long, dense wall of text
Formatting Matters More Than You Think
Space is your friend. Use short paragraphs. Add bullet points where helpful.
Make your summary easy to scan.
Media & Links: Your Underused Advantage
One of the best features on LinkedIn is the ability to add media to sections of your profile.
You can include:
Links to videos
Blog posts
PDF documents
Presentations
Slides
Case studies
File size must not exceed 300MB. Images must not exceed 120 megapixels.
Once uploaded, you can edit or delete at any time.
This allows you to:
Educate profile viewers
Build authority
Demonstrate proof
Reinforce positioning
Don’t waste this valuable opportunity to build on trust.
The Bigger Picture
Your headline gets the click.
Your About section gets the connection.
Together, they:
Improve your search visibility
Strengthen your positioning
Support your content
Reinforce your keywords
Build trust
Increase your chances of generating sales calls
Under 360BREW, your LinkedIn profile carries more weight than ever.
If your headline is vague…
If your About section is generic…
If your messaging is unclear…
No amount of posting will fix it.
- Clarity first.
- Positioning second.
- Content third.
If you’d like help polishing your LinkedIn headline and About section so they actually convert and align with a simple, repeatable strategy — then let’s talk.
Because your profile shouldn’t just exist. It should work for you.
Bio:
Hi, I’m Jen — The LinkedIn Lead Jen 😉
I’m an award-winning LinkedIn strategist, mentor and Super Connector, helping experienced experts become known for what they know.
Since 2017, I’ve supported 700+ women to make their expertise more visible on LinkedIn.
I help you make what you know easier to find, understand and remember, build relationships with the right people, and create more opportunities.
No awkward outreach. No performative marketing. No becoming a LinkedIn content creator.
Because you’ve already done the hard bit – you’ve spent years becoming brilliant at what you do.
Now it’s time for the right people to know it.
Jen x
👉 Ready to make your expertise more visible? See how I can help