5 Tips to Optimise Your LinkedIn Profile (That Actually Work)

13 Apr

Let's be honest. Most LinkedIn profiles are doing absolutely nothing for the people who own them.

They read like a CV that nobody asked for. They're full of job titles, buzzwords and vague claims about being "results-driven" or "passionate about innovation." And the profile photo? Cropped from a wedding in 2019.

If that sounds familiar, you're not alone. But here's the thing: your LinkedIn profile is often the very first impression a potential client, collaborator or employer gets of you. If it's not pulling its weight, you're leaving real opportunities on the table.

The good news? You don't need a full rebrand or a photography studio to fix it. You just need to know what actually matters. Here are five practical tips to optimise your LinkedIn profile and start getting noticed by the right people.

1. Sort Your Profile Photo (Seriously, This One Matters)

Before anyone reads a single word on your profile, they've already made a snap judgement based on your photo. So let's start there.

No blurry holiday snaps. No logos. No group photos where you've cropped yourself out from a Christmas party. People connect with people and a faceless profile feels instantly untrustworthy.

What you actually need is simple: a clear photo of your face, good natural lighting, and something that resembles a friendly human expression. That's it. You don't need a professional shoot (though it helps). A decent smartphone camera and a well-lit spot near a window will do the job.

Think of your profile picture as the handshake before the conversation. Make it a warm one.

Quick win: Take a new photo this week. Natural light, plain background, look at the camera. Done.

2. Stop Wasting Your Headline

Your headline is the most visible piece of text on your entire profile. It shows up in search results, on comments, on connection requests, everywhere. And yet most people use it to simply list their job title.

"Marketing Manager at TechCorp." Cool. But so what?

Your headline should answer one question for the person reading it: what do you actually do for people? Not what your job title is. Not which company you work for. What problem do you solve?

Try this formula: I help [who you help] to [get what result].

So instead of "Freelance Designer," you might write: "I help founders create visual brands that make people stop scrolling." Suddenly, it's clear, compelling and searchable.

LinkedIn's search algorithm uses your headline to rank your profile. If your ideal clients are searching for someone like you, your headline is your best shot at being found.

Quick win: Rewrite your headline using the "I help [who] to [what result]" formula. Keep it under 220 characters.

3. Rewrite Your 'About' Section Like a Human

This is the most common place where LinkedIn profiles go wrong. The 'About' section gets treated like a formal bio, written in the third person, packed with corporate language, and basically unreadable.

Nobody wants that.

Your 'About' section is your chance to actually connect with whoever is reading it. It's a conversation, not a press release. So write it like one.

Here's a simple structure that works:

Open with the problem your ideal client has. Hook them immediately.
Briefly explain how you solve it. What do you actually do?
Give a bit of who you are. What drives you? What's your story?
End with a clear call to action. What should they do next? Visit your website, send a message, book a call?

Break it into short paragraphs. Use bullet points where it makes sense. Make it easy to read on a phone, because that's where most people will find you.

And please: write in first person. "I help founders build their personal brand" is so much more human than "Samantha is a specialist in personal branding." You're a person. Sound like one.

Quick win: Read your current 'About' section out loud. If it sounds like it was written by a robot, it probably needs a rewrite.

4. Make Your Featured Section Work Harder

The Featured section sits right at the top of your profile, just below your About section - most people either ignore it completely or fill it with posts that don't reflect their best work.

Used well, it's one of the most powerful parts of your entire profile.

Think of it as your highlight reel. This is where you can showcase your best content, link to your website or booking page, pin a glowing testimonial, share a video introduction, or link to a service you want to be known for. It's prime real estate, and it's yours to use.

The key is to be intentional. Ask yourself: if someone lands on my profile right now and looks at my Featured section, what do I want them to do? Then make sure what's there drives them to do exactly that.

Quick win: Go to your Featured section right now. If it's empty or out of date, add a link to your website or your most valuable piece of content. One good link beats nothing every time.

5. Optimise for Search (Without Sounding Like a Robot)

Here's a bit of LinkedIn SEO that's worth knowing: LinkedIn is a search engine. People use it to find exactly the kind of person you are. And the platform uses keywords in your profile to decide when to show you in those results.

This doesn't mean keyword-stuffing every section until it reads like a spam email. That approach is dead. What it does mean is being intentional about the language you use throughout your profile.

Think about the words your ideal client or employer might type into the search bar when they're looking for someone like you. Then use those words naturally in your headline, About section and job descriptions.

For example, if you're a LinkedIn consultant specialising in personal branding, make sure the words "personal branding" and "LinkedIn" actually appear in your profile, not just implied. If you're a marketing director targeting B2B tech companies, use language that reflects that niche.

Your Skills section also plays a role here. Update it regularly and make sure the top three skills you've pinned reflect what you actually want to be known for.

Quick win: Look at your headline and About section. Identify two or three keywords your ideal client would search for and make sure they're included naturally.

TL;DR?

Profile photo: Clear, well-lit, human. Ditch the wedding crop.
Headline: Tell people what you do for them, not just your job title.
About section: Write like a person, not a press release. End with a CTA.
Featured section: Treat it like a highlight reel. Use it on purpose.
Keywords: Be intentional with the language you use throughout your profile.

None of this has to be complicated. A few focused hours spent on your LinkedIn profile can completely change the kind of attention you get on the platform and the kind of conversations that land in your inbox.

Want Someone to Do It For You?

If reading this has made you realise your profile needs a proper overhaul but you'd rather not do it yourself, that's exactly what our LinkedIn Profile Overhaul service is for.

For £150, we'll rewrite your bio, edit your profile photo, design your banner image and sort out your Featured section — so you stop being invisible and start attracting the right people.

"Sam did a fantastic job doing a LinkedIn Audit and Profile Overhaul! I was so impressed with the level of detail she went into, and found it incredibly helpful! I'd 100% use Vertebrae Social again." — Tom Flanagan ⭐⭐⭐⭐⭐

Get your LinkedIn Profile Overhaul →

Not ready for a full overhaul? Explore our LinkedIn Management Services or book a free discovery call to chat through what you need.

About the Author

Hey, I'm Sam — a social media strategist and the founder of Vertebrae Social. I help founders and business owners stop shouting into the void on LinkedIn and start connecting with the people who actually matter to their business. As part of LinkedIn's first Creator Accelerator programme and having hosted workshops for organisations like Virgin Money and NatWest, I'm passionate about helping professionals show up as their real selves and getting them results for it.

Optimise LinkedIn Profile FAQs

Use relevant keywords naturally in your headline, About section and job descriptions. Think about what your ideal client or employer would type into LinkedIn's search bar and make sure that language appears across your profile.
Aim for 3–5 short paragraphs. Long enough to give context and personality, short enough to stay readable on mobile. Always end with a clear call to action.
A professional photo helps, but it's not essential. Good natural lighting and a clear shot of your face will do the job. The key is that it looks like a real, approachable human, not a stock photo.
Review it every 3–6 months, or whenever your focus, services or goals change significantly. Your profile should always reflect where you're headed, not just where you've been.