LinkedIn is one of the top professional networking platforms in the world. Every new person you come across on LinkedIn can open up a new professional opportunity.
That said, when people want to learn more about you, your business, your job, etc., the first thing they will do is check out your LinkedIn profile, specifically your “About” section.
You can consider your LinkedIn profile to be a landing page. The goal of your landing page can be anything—to generate leads for your business, get more freelance clients, get more job offers, etc.
Your About section plays a major role in convincing people to take this action when they land on your profile. You can use it to build your professional identity. Plus, optimizing your LinkedIn About section has other benefits too.
If you want to learn more about these benefits and want a step-by-step process for writing a good LinkedIn About section, then you have landed in the right place. Read on to learn more!
What is the LinkedIn About Section?
When you open any LinkedIn profile, under “Featured” and “Activity” sections, you’ll find an “About” section.
This section is also sometimes referred to as “LinkedIn Summary.” And has a limit of 2600 characters.
By default, only the first three lines of the About section are visible. The reader has to click on “see more” to read the entire section. We’ll circle back to this part later on in this article.
Why is the LinkedIn About Section Important?
As mentioned above, your profile, specifically the About section, acts as a landing page on LinkedIn, helping you reach your professional goals.
But why exactly should you put effort into crafting this section? Let’s find out:
1. Helps you Generate Leads
A finely crafted ‘About’ section can act as a powerful lead magnet.
Imagine a situation where a prospect lands on your LinkedIn profile. The elements you add to your About section may influence the prospect to sign up for your newsletter, drop a personal message, or send an email inquiring about your services.
And that’s how your LinkedIn About section can help you generate leads automatically.
For example, let’s say you’re a business coach. You could mention how you’ve helped previous clients increase their revenue, boost team productivity, or redefine their business strategies. This kind of info can attract the attention of potential clients looking for similar results.
2. Creates a Good First Impression
As mentioned in the intro, every interaction you have on LinkedIn presents a business opportunity. This is no different from when you would meet people in a professional setting like a conference.
A good first impression, along with a hint of credibility and expertise, can bring in tonnes of new opportunities. It makes you more likable, and that’s your first (and an important) step to becoming an influencer in your niche.
3. Gets you Discovered Through LinkedIn Search
You might be surprised to know that your ‘About’ section has a significant impact on LinkedIn’s search algorithms. It’s true!
The keywords you use in your ‘About’ section help LinkedIn’s search engine determine who to show your profile to. This way, even your 2nd and 3rd degree connections can discover you.
For instance, if you’re a digital marketer specializing in SEO, using keywords like “SEO,” “digital marketing,” and “content strategy” in your ‘About’ section can help your profile show up when other users search for those terms.
4. Helps you Expand Your Network
Your LinkedIn ‘About’ section is a powerful tool for expanding your professional network. When crafted correctly, it serves as an introduction to who you are, what you do, and what you can offer.
Your ‘About’ section can help you draw in relevant connections and build a network that can open up new opportunities for collaboration, partnerships, or even job offers.
Unlock the power of LinkedIn by using the LinkedIn Summary Generator to craft a compelling ‘About’ section that aligns with your professional journey and distinguishes you in the competitive LinkedIn environment.
How to Write a Good LinkedIn About Section
Now that you know why having a killer LinkedIn About section is an absolute non-negotiable, let’s talk about how you can actually write a good one:
1. Define Your Goals With LinkedIn
Before you start writing your ‘About’ section, it’s essential to clearly define what you hope to achieve on LinkedIn.
Are you looking to land a new job, generate sales for your B2B company, establish thought leadership, or grow your professional network? Your goals will shape your narrative.
For instance, if you’re a marketing professional aspiring to be a thought leader, your ‘About’ section could highlight your insights, achievements, and active role in notable marketing projects.
Alternatively, if your goal is to secure a new job, focus on your skills, experiences, and why you’d be a valuable asset to any company.
2. Start With a Strong Hook
The first three lines (also known as the hook) of your About section are the most important part here.
It’s because if your hook is not compelling enough, the person wouldn’t bother clicking on “See more” and move on to the person without even getting to know more about you.
Also, when people click on “see more”, it signals LinkedIn that people are interested in your profile, and this, in turn, helps with your LinkedIn engagement.
Ideally, your hook should address your ideal customer persona so that they know you are talking to them. It should also be curiosity-driven, something that makes them want to learn more about you and your work.
3. Mention Your Skills And Expertise
After your strong hook, it’s time to show them what you are good at. Whatever your goal with LinkedIn, showing off your skills and expertise steers the reader in the right direction by building trust and credibility.
However, it is important that you only mention relevant skills, as this will help you start conversations with your target audience. For instance, if your goal is to land a high-paying job as a web developer, then mentioning irrelevant skills like digital marketing will definitely not help.
Remember to keep this part brief. Dragging this part may seem like you are only talking about yourself, and this may turn a lot of people away.
4. Talk About How You Can Help the Reader
Once you have spoken about your skills and experience, it’s time to turn the spotlight on the reader. The person reading your profile is asking, “What’s in it for me?” Ensure your About section addresses this.
Instead of just talking about your experiences, explain how those experiences translate into benefits for others. Let’s say you’re a career coach. You might write, “With 10 years of experience, I’ve helped over 200 professionals transition to fulfilling careers.”
Or, you can talk about the types of content you post every day on LinkedIn and how it can be genuinely valuable to the reader.
5. Speak Directly to Your Target Audience
When your ideal target audience lands on your LinkedIn About section, they should be nodding to whatever you have to say. This type of writing is super powerful in persuading the reader to take the desired action.
To make this easier, try writing your About section for one single person (one who perfectly fits your ideal customer persona.) This way, your message will instantly resonate with your target audience.
6. Gently Guide the Reader to the Next Steps Through a CTA
By now, the reader knows your expertise and how you can help them. Now what? You certainly cannot leave the person hanging here. You should instruct them and gently guide them to take the next step. You can do this through CTAs, or ‘Call To Actions.’
Your CTA can be anything, depending on your goals. You can ask people to sign up for your course, check out your website, or follow you to stay up-to-date with your scheduled posts every day.
7. Add Social Proof to Back Up Your Claims
Telling your audience that you’re great is one thing. Showing them is another. That’s where social proof comes in.
For instance, you might say, “My strategies have helped increase sales by 50% for multiple businesses.” Better yet, name the businesses, if possible. This shows that you can back up your claims.
You could also mention awards you’ve received, media outlets you’ve been featured in, or high-profile clients you’ve worked with. All these are forms of social proof that enhance your credibility.
8. Add Your Personality to It
Your ideal audience may come across 20 more LinkedIn About sections similar to yours, why should they be interested in connecting with you? You must give them a reason, and this can be by showing off your personality and opinions.
Nobody likes a bland personality with no opinions. Connecting with people is easier when you have an interesting personality.
For instance, if you are on LinkedIn to improve your career opportunities, then showing off a unique personality can be a fantastic way to start.
So, be polarizing and use a declarative tone. Use humor or sarcasm if you want to and if it truly matches your personality. This is one of the easiest ways to connect with people who land on your profile.
Don’ts While Writing Your LinkedIn About Section
By now, you have a clear understanding of what you should be writing in your LinkedIn About section. Now let’s talk about what you should absolutely avoid adding in your About section:
1. Don’t Make the About Section All About Yourself
It’s easy to fall into the trap of making your “About” section a monologue about your accomplishments. But remember, your audience is not on LinkedIn to admire you. They’re there to solve their problems.
So, flip the script. Instead of saying, “I’m a seasoned software engineer who has worked on numerous high-profile projects,” say, “I help companies streamline their operations with tailored software solutions.” The first statement talks about you, while the second talks about how you can help the reader.
Your “About” section should show your value, not just your accolades. So, focus on your audience, not yourself.
2. Don’t Write About Yourself in the Third Person
Writing in the third person may feel professional, but it can create a disconnect with the reader. “John is a digital marketing expert with ten years of experience” sounds detached and impersonal. It’s like reading someone else’s viewpoint about you.
Instead, use the first person. Say, “I am a digital marketing expert with ten years of experience.” This approach feels more personal and approachable. It’s like you’re having a one-on-one conversation with the reader.
3. Don’t talk About Things That are Irrelevant
You have 5 cats? Sure! But people on LinkedIn don’t necessarily want to know about it. Your ‘About’ section is a spotlight on your professional persona. Veering off the course can confuse your audience.
Stick to sharing professional achievements, skills, and experiences. Or how you’re helping others in your field. Sure, a fun fact or hobby can add color. But it should complement your professional image, not distract from it.
4. Don’t Add Huge Walls of Text
Beware of the ‘wall of text’ syndrome. You know, those overwhelming paragraphs that go on forever. They’re a surefire way to lose a reader’s interest. Your goal should be clarity and simplicity.
Try to keep your paragraphs short. Break up your content into bite-sized pieces. This helps to make your ‘About’ section more digestible and easy to skim through.
For example, instead of cramming all your skills into one long paragraph, list them in bullet points. This makes your skills stand out and easier for readers to absorb. Short, concise sentences not only look cleaner but also make your message more powerful.
5. Don’t Forget to Proofread
Here’s a crucial tip – proofread. You might think it’s obvious, but you’d be surprised how often it’s overlooked.
Spelling errors, typos, or incorrect grammar can ruin a great ‘About’ section. They shout, “I don’t care about details!” Not the message you want to send, right?
Consider using tools like Grammarly to catch any mistakes. Or, have a friend or colleague read it over? Fresh eyes can spot errors you might miss.
LinkedIn About Section Examples
1. Social Proof and CTA
Justin Welsh is a solopreneur who has a very precise, to-the-point About section. He shares some impressive social proof right off the bat and then offers CTAs for all types of people who may land on his LinkedIn profile.
2. Address Prospects’ Pain Points
Luke Matthews, a ghostwriter, gets straight to the point—talks about pain points and how he addresses them. The text is also clean and concise, making it easy to skim.
3. Hiring Talent
Joe Gonnan, an agency owner, starts his About section with a job opening. This is a great idea to hire some of the best talents from across the world.
4. Get Course Sign Ups
Kristina Azarenko, a technical SEO expert, keeps her LinkedIn summary simple by talking about her signature course. You can also see a hint of social proof there.
5. Showing Personality
Karthikeyan, a copywriter, is a perfect example of how you can add some humor and sarcasm to your LinkedIn About section without going overboard.
6. Social Proof
Jake Ward, an entrepreneur, has added ample social proof in his LinkedIn summary. You can see how he backs up his claims with data and numbers, all of which definitely help him generate leads for his business.
Conclusion
Now you have the tools you need to craft a LinkedIn “About” section that truly stands out. It’s your opportunity to showcase who you are, what you can do, and how you can add value.
Remember, LinkedIn is not just a digital resume but a platform for storytelling. Don’t just tell your audience about your skills, show them with compelling narratives and strong examples.
Mastering your LinkedIn “About” section can open a world of opportunities. So start refining your profile today, and you could be on the path to your next big professional breakthrough tomorrow. Let’s get you discovered!
