How To Create Your LinkedIn Business Page: What You're Getting Wrong and How to Fix It

If you’re a coach, consultant, or service provider using LinkedIn to grow your business, you might have wondered:

Do I actually need a LinkedIn business page?
And if I do… am I supposed to be posting there too?

Because surely keeping up with your personal LinkedIn profile is enough without adding another content-hungry page to your weekly to-do list.

The short answer?
Yes, I recommend creating a LinkedIn business page.
But probably not for the reason you think.

And I definitely don’t recommend treating it like your Facebook business page or Instagram account and spending hours trying to grow its following.

In fact, for most of the entrepreneurs I work with, I’d rather see that time spent on their personal LinkedIn profile.

So why am I telling you to create a LinkedIn business page at all?
Let me explain.

Your LinkedIn Business Page Has a Different Job

One of the biggest mistakes I see entrepreneurs make is assuming that every social media platform works in roughly the same way.

Create page.

Post content.

Grow followers.

Sell things.

Simple, right?

Not quite.

On LinkedIn, particularly when you’re building a business around your expertise, experience, and personal brand, your personal profile is where the magic happens.

That’s where you build relationships.

That’s where people get to know you.

That’s where you engage in conversations, connect with potential clients and partners, and build an audience around what you do.

Your LinkedIn business page plays more of a supporting role.

And that’s exactly how I want you to think about it.

Your personal profile is the main character. Your business page is supporting cast.

Important?
Yes.

Where I’d spend most of my time?
Nope.

So Why Bother Creating a LinkedIn Business Page?
Because your business page can add another layer of credibility to your LinkedIn presence.

When you add your business to the Experience section of your personal LinkedIn profile and connect it to an official company page, your company logo appears alongside it.

It’s a small thing.

But small things matter when somebody lands on your LinkedIn profile and is deciding, often within seconds:

Is this person legitimate?
Do they actually run a business?
Do I trust them enough to keep reading?

Your LinkedIn business page becomes another little trust signal.

And considering people are very likely to Google you, check your LinkedIn profile, look at your website and generally do a little online detective work before contacting you, I want all those pieces to connect.

Should You Post on Your LinkedIn Business Page?
You can.

But I wouldn't make it the centre of your LinkedIn strategy.

If you're a coach, consultant, freelancer or service provider and you are the face of your business, I'd put the vast majority of your energy into your personal LinkedIn profile.

People want to connect with people.

They want your perspective, your stories, your expertise and your opinions.

Your logo is lovely, I'm sure.

But it's probably not going to have a fascinating conversation in the comments section. That doesn't mean your LinkedIn company page should sit there gathering digital dust.

You can reshare relevant posts from your personal profile, add company updates and keep the page current.

But I wouldn't create an entirely separate content strategy for it unless you have a specific business reason for doing so.

You've got enough to do.

So, let's get in to How to Set Up a LinkedIn Business Page

The good news is that setting up a LinkedIn business page is fairly straightforward.
And once it's done, you don't need to obsess over it.

1. Create Your LinkedIn Company Page

On LinkedIn, navigate to the For Business section and select Create a Company Page.

You'll be asked to enter basic information about your business, including your:

• Company name
• LinkedIn page URL
• Website
• Industry
• Company size
• Company type

LinkedIn will automatically generate a URL, but customize it if you can so that it matches your business name and is easy to recognize.

And please don't rush through the information because "nobody looks at business pages anyway." Remember: we're creating this page for credibility and searchability too.

2. Optimize Your LinkedIn Business Page

Once you've created the page, go into Edit Page and complete as much relevant information as possible.

Pay particular attention to your tagline and overview.

Your overview is essentially the business-page version of the About section on your personal LinkedIn profile.

Use it to clearly explain:
Who do you help?
What do you help them with?
What makes your approach different?

This is also a good place to naturally include relevant keywords connected to your industry and services.

Not because I want you stuffing keywords into every available corner like you're packing for a Ryanair flight.

Because you want LinkedIn - and the humans using it - to understand what your business actually does.

If there are words your ideal clients would use when searching for someone like you, those words should appear naturally on your LinkedIn business page.

3. Add Your Specialties and Relevant Keywords

LinkedIn allows you to add specialties to your company page. Use them strategically. Think about what your ideal client might actually search for. For example, depending on your business, that might include terms such as:

• Executive coaching
• Leadership development
• Business coaching
• LinkedIn strategy
• Personal branding
• Sales consulting

Don't try to sound clever here. Clarity definitely beats cleverness. Instead, use the language your potential clients already understand, and would Google. 

4. Link Your Business Page to Your Personal LinkedIn Profile

This is the part I particularly want you to do. 

Go back to your personal LinkedIn profile and scroll to your Experience section.

If your business is already listed, edit the entry.

If it isn't, add a new Experience entry for your current business.

When you start typing your company name, LinkedIn should allow you to select your newly created business page.

Once connected, your business logo will appear next to your Experience entry.

Immediately, your profile looks that little bit more established.

Again, we're not talking about some revolutionary LinkedIn growth hack here.

It's simply one more piece of the puzzle. And building trust online is usually about getting lots of those little pieces right.

What About Growing Your LinkedIn Business Page Followers?

This is where I see people getting distracted. They create their business page and suddenly think:

Right. Now I need 10,000 followers here too.
No, you don't. At least, not necessarily.

If you're running a larger company with employees, multiple brands, recruitment goals and a corporate content strategy, that's a different conversation.

But if you're an entrepreneur or solopreneur building a business around your own expertise?
Focus first on growing your personal LinkedIn network and audience.

I'd rather see you spend 30 minutes having genuine conversations from your personal profile than 30 minutes trying to coax another seven people into following your company page.

Your personal LinkedIn profile gives you far more opportunities to connect, engage, build relationships and establish your authority. And ultimately, that's what we're here for.
Not followers for the sake of followers.

We want the right people to know who you are, understand what you do, trust your expertise - and eventually want to work with you.

Your LinkedIn Business Page isn't useless - it just has a different job

This is really the point I want you to take away from this.

You don't need to choose between having a LinkedIn business page and building your personal brand.

They have different jobs.

Your personal LinkedIn profile is where I recommend putting most of your time and energy.
That's where you show up.
That's where you build relationships.
That's where you share your expertise.
And that's where people get to know the person behind the business.

Your LinkedIn business page supports that.
It gives your company an official presence, helps strengthen your credibility and connects your business properly to your personal profile.

So yes - create one.
Optimize it.
Connect it to your personal profile.
Keep it reasonably current.

And then please don't give yourself another full-time job trying to feed the LinkedIn business-page content machine.

Put that energy where it's more likely to make a difference: building your personal brand, your relationships and your reputation on LinkedIn.

Want more practical LinkedIn strategies without the fluff?

I share a new video every week on YouTube covering LinkedIn growth, personal branding, content and how to turn your LinkedIn presence into actual business.

Watch the full video, including on screen step-by-step instructions, on YouTube here: