Optimizing your LinkedIn profile is simple.
You can create an account, and publish your first value-driven content in minutes. But properly optimizing your profile requires a bit more thought and effort.
While LinkedIn has established some of the most successful agencies, it is also a platform where freelancers and creators can build an audience, and close business deals without relying on social media algorithms.
If you want to know how to work the system, and how to optimize linkedin profile so that it turns connections into paying clients then you must first understand how LinkedIn decides who sees your content.
The LinkedIn Algorithm: What’s Its Goal?
LinkedIn’s primary goal is to keep users engaged on the platform. That’s it.
If your content is making users stay a little longer than usual, LinkedIn will see you as someone helping them achieve their goal and reward you by pushing your content to other LinkedIn users.
To work with the algorithm, not against it, focus on these key actions:
Post Value-Driven Content
Who are your target audience, and what are their pain points? The answer to this will determine the topic pillars most of your post will be centered on.
That’s the answer to making value-driven content.
You’re not just posting to be consistent with your posting schedule, you’re posting because you’re solving an active audience problem.
This means creating content that is genuinely interesting and easy to read.The longer people spend on your posts and profile, the more valuable LinkedIn deems them.
Meaningful Engagement Over Vanity Metrics
Choose comments and shares over likes.
Remember, we don’t make the rules, LinkedIn does.
Think of how easy it is to drop a like and scroll off, and how much intentional effort you have to put in when penning down a comment on any social post. You get your thoughts together, you choose your words, you look through for any typo or incomplete sentences.
That process takes time. Keeps people on your post. Sends a message to LinkedIn. Helps them push your post to more users. Helps them retain more users and boost interactions on its platform.
Especially when people write more than “Nice post.”
You’re basically helping LinkedIn achieve their goals.
While likes are nice, comments and shares are golden. The algorithm prioritizes posts that spark conversations. Thoughtful, detailed comments are more valuable than generic “great post” remarks.
The “Golden Hour”
Many freelancers do not know this but the first hour after you post is essential.
The algorithm tests your content with a small segment of your audience. If it performs well, it gets pushed to a wider network. If it flops, it dies quietly.
Keep in mind that your Golden Hour will be completely meaningless if it doesn’t pass the first two stages.
Is your content useful to your audience? Can it provoke a reaction from your audience? Is it relatable enough to them for them to express it via comments or shares?
If the answer to those questions isn’t forthcoming, then you should go backstage and re-strategize.
Consistency is Key
Consistency is wasted if you repeatedly put out vague, random posts (posting for the sake of posting)
Post value-driven content often.
Regularly sharing valuable content signals to LinkedIn that you are an active and engaged user, boosting your visibility.
Aim for two to five times a week.
Niche Expertise
The algorithm favors specialists.
So does your potential client/investor.
Talking about one topic consistently positions you as an expert, and if you’re going to earn the trust of your audience/client, you have to show them that you know your game.
Don’t post about anything and everything. Talk about what you know best.
Your LinkedIn Content Strategy
If you’re not building trust with each content you put out, you’re going to spend a lot of time on the platform without getting any traction (engagements or leads).
A CV is meant to convince whoever will be reading that you know your game like the back of your palm.
Most clients look through LinkedIn profiles to see or test your knowledge of your niche, or understand what your thought process looks like.
So in real time, LinkedIn is not just trying to achieve its goal of keeping users engaged on the platform.
It’s helping you sell yourself to clients by showing them how much help you’ve been to others, and how much help you can be to their business or brand.
Here are things you should do. (…and shouldn’t do)
What to Do
Use The 80/20 Rule
The 80/20 rule is a great guideline. 80% of your content should be helpful, informative, or entertaining for your target audience.
The remaining 20% can be promotional.
Vary Your Content Mix:
You can choose between posting;
- Text-only posts: Share insights, ask questions, and tell stories.
- Carousel Posts (PDFs): You can use these when breaking down complex information into digestible slides which can lead to a high engagement rate.
- Images and Infographics: Visually appealing content can stop the scroll and convey information quickly.
- Polls: A simple way to boost engagement and gather audience insights.
Storytelling
People connect with stories. Share your experiences, challenges, and successes as a freelancer. This builds a human connection and makes you more memorable.
Engage with Others
Don’t just post and ghost. Spend time each day commenting on posts from others in your industry and potential clients. This builds relationships and increases your visibility.
Use 3-5 Relevant Hashtags
Using hashtags that are relevant to the topic is what helps LinkedIn categorize your content and show it to users interested in those topics.
What to Avoid
External Links in Posts (Mostly)
LinkedIn wants to keep users on its platform. If you need to share a link, consider placing it in the first comment of your post rather than in the main body.
AI-Generated, Generic Comments
The algorithm is getting smarter at detecting and downplaying low-effort, automated comments.
Over-Tagging
Only tag people that are relevant to the post you’re making. Over-tagging other people just for tagging sakes is considered spammy by the LinkedIn algorithm.
Inconsistent Posting
Sporadic posting kills momentum and tells the platform you’re just visiting. Find a posting schedule that works for you and stick to it.
7 Steps to Optimizing Your LinkedIn Profile
LinkedIn is a digital CV.
Depending on how you use it, it is either the best place to land a new client or build a ghost town. The truth? It’s somewhere in between.
A well optimized LinkedIn Profile is a strategic choice, offering direct contact with potential clients on the platform and a built-in reader network.
From choosing a profile picture to writing a clear-cut profile headline, these steps can make a big difference in creating a client pipeline or leaving you in a ghost town.
Here’s how to optimize your LinkedIn profile for success.
1. Cover(Banner) and Profile Images
Your profile image should be a properly lit professional headshot of you with a noise free background. You should be smiling and looking directly at the camera.
Research has shown that employers are more likely to feel drawn to images that give off a welcoming aura at first glance.
Make sure the picture you’re choosing to use is recent and looks like you.
A suitable LinkedIn profile picture size should be 400 x 400 pixels (minimum), square format. Keep the file under 8MB.
Again, your cover image should also contain a clear image of yourself, and a summary of what you do. Use a custom banner that reflects your brand, lists your services, or includes a call to action.
The correct size for your cover image should be 1584 x 396 pixels. PNG or JPG. Avoid placing text or key visuals near the edges because LinkedIn crops differently across devices.
Stick to these and your profile will look sharp on both desktop and mobile.
2. Your Headline is Your Elevator Pitch
This is one of the most important parts of your profile. It should clearly and concisely state what you do, who you help, and the value you provide.
Formula: [Your Role/Title] | Helping [Your Target Audience] to [The Result/Benefit You Provide]
Example: Freelance Copywriter | Helping SaaS Companies Increase Conversions with Compelling Website Content
A strong bio
- Clearly states your role.
- Highlights your target audience
- Uses a conversational, approachable tone
3. Your “About” Section
This is your opportunity to expand on your headline and connect with potential clients on a deeper level.
- Start with a Hook: Grab their attention from the first sentence.
- Focus on Their Problems: Show that you understand their challenges.
- Present Your Solution: Explain how your skills and services can help them.
- Use Keywords: Naturally sprinkle in keywords related to your skills and services to improve your search ranking.
4. The Experience Section: Showcase Your Wins
Don’t just list your past jobs. For each relevant role (including your current freelance position), highlight your accomplishments and quantify your results whenever possible.
For example, instead of: “Wrote blog posts for clients.“
Try: “Authored over 50 long-form blog posts for B2B tech clients, resulting in an average 20% increase in organic traffic for their websites.“
5. Skills & Endorsements
List relevant skills and have your connections endorse them. This provides prospective clients social proof and helps you rank higher in searches for those skills.
6. Recommendations
Think of it like a digital word-of -mouth experience.
Recommendations from past clients or colleagues are incredibly powerful. Don’t be shy about asking for them after a successful project.
7. Featured Section: Your Portfolio Front and Center
Showcase your best work! This can include links to your portfolio, articles you’ve written, case studies, or testimonials.
Tips for Building an Engaged Audience on LinkedIn
Define Your Target Audience
Before you start connecting, know who you want to reach. What industries do they work in? What are their job titles? What are their pain points?
Personalize Your Connection Requests
A generic request is easily ignored. A short, personalized note mentioning a shared interest, a mutual connection, or a piece of their content you enjoyed will significantly increase your acceptance rate.
Engage with Your Ideal Clients’ Content
Before you ever pitch them, interact with their posts. This puts you on their radar in a non-intrusive way.
Join and Participate in Niche Groups
Find groups where your ideal clients hang out. Don’t just join; actively participate in discussions and offer valuable insights.
By optimizing your LinkedIn profile, treating it as a dynamic and strategic tool, and by consistently providing value to your network, you can take it from a simple online resume into a powerful engine for freelance success, attracting the clients and opportunities you deserve.
