Top 9 LinkedIn Profile Tips to Attract More Leads

What makes someone stop and read your LinkedIn profile instead of moving on to the next? 

Spoiler: it’s not a flashy job title or a laundry list of skills. It’s the story you tell, the way each section builds intrigue and credibility, compelling visitors to dig deeper.

In my first post, we laid the foundation for building a personal brand on LinkedIn. Now, let’s take it further and craft a LinkedIn profile that really stands out; a profile that turns casual visitors into curious connections. 

Your goal? To make every element — from your headline on down — work together in a way that’s memorable. Let’s get you noticed for all the right reasons.

LinkedIn has grown to become the go-to platform for businesses seeking to connect with and learn about potential customers and partners. Let’s walk through the LinkedIn profile tips that’ll help you succeed in reaching your online business goals.

Step 1: Your LinkedIn URL – Claim Your Digital Name

What to Do: Go to your LinkedIn settings, find the URL field, and customize it to feature your name. If “John Smith” (or "Jane Smith") is taken, throw in a middle initial or add a unique touch. Consider something like, "thejohnsmith," "realjohnsmith" or "thejohnsmith123."

Why It Matters: Think of this as putting your name on the mailbox. A custom URL looks clean, professional, and makes you easier to find. Plus, it’s much better than a random string of numbers that looks like your profile got lost in The Matrix.

Step 2: Profile Photo – Look the Part

What to Do: Use a professional, high-resolution photo (400x400 pixels) where your face is well-lit and clear (it really helps to have a specific photoshop for your LinkedIn profile). If you haven't done so already, make your profile photo accessible by setting it to “public.”

Why It Matters: Just like at a live professional event, your profile photo is your first visual impression. A warm, approachable, and well-composed headshot builds trust and draws people in. Think about it — if your photo looks like it was taken in a dark corner, people might wonder if you’re trying to hide something. Smile, face the camera, and let your personality show without being too casual. After all, a photo in a beach outfit only works if you’re selling surfboards.

While we’re on the subject, let’s dig a bit deeper into what makes a LinkedIn photo work:

• Do: Smile naturally, face the camera, and keep the background simple. A high-resolution headshot taken with good lighting goes a long way.
• Don’t: Crop a group photo where you can see someone’s hand on your shoulder. And avoid overly casual, suggestive, or low-resolution images. LinkedIn is about professional connections, so keep it polished yet approachable.

Pro Tip: Avoid heavy filters or overly “touched up” photos. Authenticity matters here, and people should recognize you when they meet you in person. And yes, selfies are acceptable if done right, but make sure you’re looking directly at the camera and avoid low-res images. If it's your only option, clean up low-res images with an upscaling tool like Topaz Labs' Photo AI.

Step 3: Cover Image – Your Billboard

What to Do: Use a cover image (1584x396 pixels) that supports your personal brand. This could be a simple branded design, a tagline, or even a visual of your workspace or product.

Why It Matters: This “billboard” image is a great way to visually communicate what you’re about before anyone even starts reading. Think of it as the cover of a book — it hints at what’s inside. If you work in B2B sales, a background that highlights your value proposition helps set the stage for what you offer. Make sure it’s high resolution, as a pixelated image can make your whole profile look unpolished. 

Pro Tip: If you're spotlighting your value proposition, make sure that it can be read on a smartphone (in vertical orientation).

Step 4: Headline – Grab Attention in 120 Characters

What to Do: Write a headline that goes beyond your job title. Use a formula like, “I help [your audience] achieve [desired outcome] through [your unique approach].”

Why It Matters: Your headline is your 220-character shot at grabbing attention. This is what shows up in search results and comments, so it needs to be sharp. It’s like a movie trailer — people should get a sense of why they should care just from this one line.

X-tra Insight: According to LinkedIn, you’ll have a 21% higher chance of showing up in search results, with an optimized LinkedIn headline.

Step 5: Featured Section – Highlight Your Best Work

What to Do: Add high-impact posts, articles, or media. Arrange them regularly to keep them relevant, like the “top shelf” in your personal portfolio.

Why It Matters: The Featured section is your place to showcase work that says, “This is what I’m about.” Whether it’s an article, a project, or a client testimonial, make sure it looks professional. Use sharp images or video that convey quality — no pixelated anything here. Remember, this is a gallery, not a storage closet. Select your best.

X-tra Insight: Your Featured section is where you can absolutely sell your wares (discretion recommended). This is one of the few places on LInkedIn where outside links and promotional content are allowed. Plus, LinkedIn has found that profiles with media-rich Featured sections (images, articles, videos) increase content views by up to 80%.

Step 6: About Section – Tell Your Story

What to Do: Write in a conversational tone and share your story with authenticity. Be sure to align your Unique Value Proposition (UVP) with your target audience's specific business challenges. It’s also important to start with good strong hook to pique their interest.

Why It Matters: Your About section isn’t a traditional bio; it’s a chance to speak directly to potential clients or partners. It's where you point to a solution, rather than list product features (which prospects can get anywhere). You’re not just “presenting” —  you’re building a connection while helping to cast vision.

X-tra Insight: As Candyce is fond of saying, “Unless you’re job hunting, your profile is not your resume.”

Step 7: Experience Section – Show Results, Not Just Responsibilities

What to Do: List your roles, focusing on outcomes/results over tasks. Add visuals like project screenshots, company logos, or certificates if they strengthen your profile.

Why It Matters: When someone reads through your Experience section, they should see how each role contributes to your story. Avoid bland task lists. Consider using language that demonstrates results or unique aspects of your work. If you led a big project, show it off (just make sure to explain what the results led to). Add relevant visuals that are accompanied by value-oriented descriptions of the project, milestone or certification.

Pro Tip: If you’re a small company, make sure there’s a company page with your logo on it. When you reference your company in your Experience section, visitors won’t see that funky placeholder image.

Step 8: Volunteer Work & Interests – Humanize Your Brand

What to Do: Share any relevant volunteer work or causes you support, ideally with a photo or two that showcases you in action.

Why It Matters: Volunteering isn’t just a resume booster—it shows people who you are beyond the office. Adding a photo here can make this section even more compelling, giving people a fuller picture of who you are. But avoid overloading this area; a couple of well-chosen images will do the trick.

Step 9: Recommendations – Let Others Speak for You

What to Do: Ask for recommendations and give some in return. It’s a great way to build credibility and keep your profile active.

Why It Matters: Recommendations offer third-party validation. If someone’s unsure about connecting, seeing others vouch for your work might be the nudge they need. A profile full of endorsements and good words is like a wall of five-star reviews. 

X-tra Insight: And oh yeah, LinkedIn profiles with recommendations receive up to 3 times more profile views.

Your Visual and Narrative Masterpiece

Your LinkedIn profile should do more than just list your jobs and skills — it should tell a story that’s reinforced by good storytelling, visuals and careful optimization.

Invest some time today to bring your LinkedIn profile to life. Every detail counts, and a polished, visually appealing profile is the kind of first impression people remember. Because in the end, it’s not just what you say — it’s also how you say it and why you believe it.

Learn More About LinkedIn Profile Optimization

Want further guidance on this? Our course, LinkedIn Profile Mastery, walks you step-by-step through this process. It helps you draft each section of your LinkedIn profile with detailed guides, examples and templates. 

About The Author: Phil Donaldson is a creative strategist who helps B2B professionals make genuine connections on LinkedIn. As the Chief Operating & Creative Officer at PropelGrowth, he blends creativity with strategic thinking to guide brands in building authentic relationships and elevating their presence in the marketplace.