LinkedIn Profile Optimization for Founders: 2025 Guide

LinkedIn isn’t just a simple job-search platform. It has developed into an effective networking and growth engine for B2B founders. It represents an unparalleled opportunity to build credibility, attract investors, recruit top talent, and produce quality B2B leads. With over 65 million decision-makers and 150 million senior-level professionals using the platform monthly, an optimized LinkedIn profile has now become one of your most valuable digital platforms.

This isn’t just about looking professional. It’s about developing a strategic asset that works for you 24/7 to position yourself as a thought leader in your field while you focus on building your company.

In this guide, we will walk you through the practical steps to optimize both your personal profile and company page, so you can strengthen visibility, credibility, and engagement in 2025.

Why Optimizing Your Profile Matters

When partners and prospects research your brand, your LinkedIn profile is most likely the first thing they will encounter. So, whether you're an agency owner, a SaaS founder, or a startup leader, your online presence needs to be able to achieve these three things:

• Build trust and credibility
• Reflect your company’s brand identity
• Drive measurable business results

Optimized profiles improve your discoverability through LinkedIn SEO. This helps you rank for relevant keywords like your industry, niche, or service. It also helps create a cohesive presence between founders and employees - amplifying brand consistency and network engagement.

How to Optimize Your Personal Profile

Your personal profile is your professional storefront. So you need to make sure that every element works together to communicate credibility, expertise, and value.

Add a Branded Banner (Also give to Employees)

Your LinkedIn banner is the first visual cue that communicates your brand’s story. Never leave it blank or generic. Create a custom banner image (1584 x 396 pixels) with your logo, tagline, and brand colors. Then, share it with your employees. That way, your entire team looks aligned. It’s a subtle yet powerful move for branding.

Why employees should also have company-branded banners: Allowing your team to use these banners boosts your company's online presence across LinkedIn. Every profile becomes a billboard for your company and creates recognition and reinforces your brand. Give employees a customizable template they can personalize so it stays on brand.

✅ Pro Tip: Keep minimal text and design mobile-friendly versions to avoid cropping on smaller screens.

Add your Company Website as “Visit My Website” - Remember to UTM Tag it!

In completing your personal LinkedIn profile, you can include a custom website in your profile. Use the link field in your profile to bring visitors to your company’s website or product page. Make it measurable by adding a UTM tag to your link, like:

https://yourwebsite.com?utm_source=linkedin&utm_medium=profile&utm_campaign=founder_profile

The Critical UTM tracking step:  UTM parameters consist of utm_source (where traffic came from), utm_medium (how it got there), and utm_campaign (which specific campaign). Adding this to your LinkedIn profile allows you to track traffic and conversions through Google Analytics.

You can create UTM-tagged URLs using free tools like Google's Campaign URL Builder. Different URLs for different purposes (personal profile vs. company page vs. specific campaigns) allow you to track performance across your entire LinkedIn presence.

Write a strong “About” Section

Write a short and captivating story on our LinkedIn About section about why you built your company, who it helps, and what makes your mission unique. That way, it becomes personal and you build credibility.

Here’s a structure you can follow:

1. Opening: Start with a personal hook that explains why you founded your company. Make it authentic and mission-driven.
2. Middle: Brief Company Overview (what you do, who you serve, problem you solve)
3. Close: Call-to-action with contact information

✅ Pro Tips:

• Keep it concise (do not include jargon, overly technical language)
• Integrate keywords for searchability
• Include social proof

Example:

“I’m the founder of [Company Name], a B2B SaaS helping teams automate LinkedIn workflows. Our mission is to simplify how companies manage content and analytics — so teams can focus on growth, not logistics.”

Optimize Your “Experience” Section

Your Experience section provides credibility through achievements and social proof. List your startup as your current position. Focus on concrete accomplishments rather than responsibilities. In your description:

• Clearly explain what your company does and who it serves
• Add a few relevant keywords for LinkedIn SEO
• Include social proof
  
  • Funding & Investors: "Raised $8M Series A from [Tier-1 VCs]"
  • Customer Traction: "Serving 500+ enterprise customers including [Notable Logos]"
  • Revenue Milestones: "Scaled from $0M to $5M ARR in 24 Months"
  • Team Growth: "Built team from 2-45 employees across 3 offices"
  • Product Impact: "Platform processed 1M+ transactions montly, saving customers 10,000+ hours"
  • Recognition: "Named Forbes 30 Under 30" or "Winner of [Industry Award]"
  • Media Features: "Featured in TechCruch, WSJ, Bloomberg"

✅ Pro Tip: Quantify everything possible. Investors, customers, and talent want proof you can execute.

Example:

“Leading a fast-growing SaaS platform used by over 2,000 B2B teams globally. Featured in TechCrunch and G2’s Top 10 Emerging Tools for LinkedIn Marketing.”

Pin Your Best Posts on LinkedIn’s “Featured” Section

LinkedIn’s Feature section lets you pin up to three pieces of content at the top of your profile. This is premium real estate to show your best work.

What to feature:

• Viral posts demonstrating thought leadership
• Company milestones
• Media appearances
• Customer success stories
• Content supporting current goals

This helps visitors immediately see your credibility even before they scroll further down.

How to Optimize Your Company Page

Your company page is the official hub for your startup on LinkedIn. While it does mirror your personal profile, it requires its own strategic approach. There are 69 million companies that have an official presence on LinkedIn. So optimizing yours is essential. Remember, it’s not just a corporate listing, it’s your brand’s public face on LinkedIn. Here’s what you need to do.

Use a Cohesive Banner and Logo

Visual consistency between your personal profile and your company profile signals professionalism. Your banner should feature your latest campaign message or your tagline. Remember to update this quarterly. That way, you highlight new launches or milestones.

Create a compelling “About” Section

For your company About section, make sure you include:

• What your company does
• Who it helps
• Your mission or differentiator
• A website link

Example:

Ordinal is an all-in-one platform that helps B2B teams plan, publish, and analyze LinkedIn content. Our mission is to help brands grow faster by making social content simple, measurable, and collaborative.”

✅ Pro Tip: Keep it clear, keyword-rich, and audience-focused.

Complete All Essential Fields

Companies with a complete LinkedIn page see 30% more weekly views. This is why you need to take the time to complete all essential fields on your page.

• Company name (official business name)
• Company size (be honest—transparency builds trust)
• Industry (select all relevant categories)
• Website (with UTM parameters: ?utm_source=linkedin&utm_medium=company_page&utm_campaign=company_traffic)
• Company description (more on this below)
• Logo (400 x 400 pixels, high resolution)
• Cover image (1128 x 191 pixels, branded banner)
• Headquarters and additional office locations
• Company hashtags (up to 3 for followers to use)

Company Description

In crafting your LinkedIn Company Description, make sure to balance storytelling with SEO optimization.

Effective structure:

Opening: What does your company do and who do you serve?

Problem & Solution: What challenge exists, and how do you solve it uniquely?

Traction: Include notable metrics, customer count, or achievements that build credibility

Keywords: Naturally incorporate industry terms, product categories, and solutions that prospects search for

Showcase Your Top Posts and Post Regular Company Content

Content keeps your page visible. Doing this positions your company as an industry leader. Make sure you showcase your top posts in your company profile and keep your audience engaged by posting regularly.

Content types that work:

• Company news and milestones
• Product updates and feature launches
• Customer success stories and testimonials
• Employee spotlights and culture content
• Industry insights and thought leadership
• Behind-the-scenes team moments

✅ Pro Tip: Businesses that post weekly on LinkedIn get 2x more engagement. Aim to include an image in your posts and make sure you maintain consistent posting (2-3) times per week minimum.

Enable Employee Advocacy

Your employees are your most powerful asset in reaching new networks. Encouraging them to share your content creates a network amplification effect.

Encourage employees to:

• Add your company as their current employer
• Share or comment on company posts
• Use your brand banner template

But remember, it’s never about mandate sharing. Your audience will know and feel if it is forced advocacy and will feel inauthentic. Instead, provide shareable content and recognize those who actively represent the company.

✅ Pro Tip: Consider creating a Slack channel for LinkedIn-worthy updates that employees can optionally personalize and share.

For additional advanced strategies, you can reference this complete guide to LinkedIn Premium for companies.

Conclusion

LinkedIn profile optimization for founders isn’t optional. It’s a growth strategy. And while you think that it’s a one-time task, it isn’t. It’s a continuous process. Your personal LinkedIn profile builds trust and leadership. Your LinkedIn company profile, on the other hand, increases visibility and generates more leads. Together, they create a cohesive digital presence. And when optimized, it can drive awareness, traffic, and conversions.

Go beyond optimization and go further with Ordinal to help you track performance, analyze engagement, and scale content creation across personal and company pages.

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