Last Updated: November 23, 2020
If you are like most people, then you probably find writing your LinkedIn summary pretty challenging. Of course, it’s not easy for the best of us to write concise and appealing copy online, especially when you are trying to drive sales for your brand.
This is why a lot of the time, you will come across LinkedIn profiles that aren’t making the most of this part of their page to convert their prospects into leads.
It’s always easier to focus on your personal summary rather than what your brand can do for potential customers. However, if you take a look at some of the best examples of LinkedIn summaries out there, you will start to see a pattern that you can easily follow.
In the article below, we talk about how to write the best LinkedIn summary, as well as some additional profile tips to help you generate more leads for your business.
What is a LinkedIn Summary?
So, what do we mean when we talk about a LinkedIn summary? You can think of it as a really effective business card. It’s a piece of information that you can find at the top of everyone’s LinkedIn profile, which gives you insight into their brand.
It’s a really good opportunity for you to engage with your audience before they have even seen the rest of your profile. It is a textbox, and you have roughly 2000 characters to write something with.
The best part is that if you don’t like what you wrote in the beginning, you can edit it whenever you want. Apart from your personal information and, of course, your profile picture, this is one of the first things that people are going to see when they visit your LinkedIn profile.
Below, we have what we think is a really good example of an effective LinkedIn summary.
As you can see, your LinkedIn summary can be an effective tool to help you drive sales. However, you might have left it blank up until now, as it’s generally not one of the fields that LinkedIn gets new users to fill in.
However, if you really want to attract prospects to your LinkedIn profile, you need to make sure you’ve got something there.
What are the Benefits of a LinkedIn Summary?
When applied the right way, a strong LinkedIn summary can help you in many different ways. If you include it in your lead generation strategy, it can give you an edge over your competition.
Let’s take a look at some of the benefits of having a strong LinkedIn summary:
- Attracts Attention: whether you are informing profile visitors about your business or service or sharing key metrics about your brand’s performance recently, including this type of information in your LinkedIn summary is a great way to tell profile visitors more about your brand before they’ve even scrolled down.
- Promote Unique Selling Points: With your LinkedIn summary, you have a chance to outline what separates you from other brands and professionals so that you can easily stand out from the crowd and encourage people to interact even more with your profile.
- You Can Encourage a Response: not only can you include helpful information about your brand in the LinkedIn summary section, but you can also include calls-to-action, which are going to motivate a potential lead to connect with you.
- It Will Show up in Search: If you have a concise, effective LinkedIn summary, then it’s going to be a lot easier for your target audience to find you and your profile.
As you can see, taking the time to come up with a strong LinkedIn summary is definitely worth it. So, how do you get started with this, especially if you have no previous experience writing one?
What a Good LinkedIn Summary Looks Like
There are a number of different factors that could impact how effective your LinkedIn summary is. Some of the best LinkedIn profiles out there stand out because their owners have taken the time to think about what people really want to see when they visit their profile.
One thing that you really need to think about is that, especially on smartphones, your summary is going to be shortened, with an option to see more. This is why, in the first sentence, you have to really make an impact so that you can encourage the reader to click through to read the rest.
You can do this by:
Having a Convincing Hook
What you will see with one of the best LinkedIn profiles out there is that they have a summary that can grab the reader’s attention from the very start. This is why you need to entice the reader to read the rest of what you’re offering them.
What do you think your customers are going to be most interested in when visiting your LinkedIn profile? This should be included in your headline, and your summary should expand on it. Make sure that your message is clear and concise and outlines how you can help them in a practical way.
A Brief Outline
Remember, you don’t have to cover every single thing that you are selling in specific detail. Less is more when it comes to writing effective, engaging LinkedIn summaries, so make sure that you keep to just the essentials and get rid of any jargon or fluff.
A Clear Structure
The reality is that nobody is prepared to read through a massive wall of text. This means that if someone clicks on the ‘see more’ option, and they see a big block of writing; they’re not going to sit there and read it all. This is why you need to make sure that you have structured your summary in a way that makes it easy to skim so that they can pick out the information that’s relevant to them.
A Personal Touch
If you give your LinkedIn summary a bit of personality, this always goes a long way. Remember to show that you’re actually passionate about what you do, as well as why you think potential clients should choose to work with you.
What do You want to Achieve with Your Summary?
When trying to think about what the best LinkedIn summary for your profile looks like, you’ve got to remember what you’re hoping to achieve with it.
A lot of the time, it can be difficult to think about what you should be prioritizing, so with this in mind, let’s take a look at some of the goals you should have when thinking about your LinkedIn summary:
Drive New Leads
Of course, you should be trying to drive new leads with every aspect of your LinkedIn profile. This is why your summary should include ways for prospects to get in touch with you, as well as facts that are compelling and a call-to-action to help them bridge the gap.
if you are able to demonstrate your expertise in your LinkedIn summary, then you will easily be able to give your voice a bit more authority. When you’re coming up with the right content for LinkedIn, making sure that your summary is well written can go a long way when it comes to proving that you are an established expert in your field. Readers are much more likely to trust your insight and engage with your LinkedIn profile.
Outline Key Selling Points
What do you think is the biggest thing that makes your company stand out from everyone else? This is one of the first things that you should outline in your summary so that people can easily think of you when they think of the industry that you are in.
Showcase Your Brand
Your LinkedIn summary is also a great opportunity to show people your brand’s personality, as well. While LinkedIn is definitely still a professional platform, you should use every opportunity to showcase the uniqueness of your brand and get creative with it.
Come up in Searches
When it comes to Google’s algorithm that is ever-changing, LinkedIn pages carry a particular weight. This means that if you have a summary that has been carefully crafted and includes those essential keywords, then you are much more likely to appear in Google searches. Of course, this is one of the most valuable ways to drive traffic to your profile, which you can turn into leads.
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Best Practices for Sales
When it comes to having one of the best LinkedIn summaries out there, you might have realized that there are some best practices out there that you can apply to your own profile. While some of them are nothing more than common sense, others apply specifically to those trying to drive sales.
Let’s check them out:
Make it Accurate
from facts and performance figures related to your brand to the grammar and spelling of your summary, you need to make sure that everything is correct and accurate. This is why you need to go back and check through it two or three times before you publish it, as even the most minor mistakes will be off-putting to readers.
Show Your Value
There is one thing that the most effective LinkedIn summaries out there all have in common – they are able to immediately establish to the reader how they can benefit from their brand.
If you want your profile to be successful and be able to generate sales and leads, then you need to explain to your audience why they need to connect with you right now. Of course, this all depends on the industry that you are in and the people that you’re trying to target.
Don’t Get Too Technical
Again, LinkedIn is a professional website, but it’s also not the place to get too technical when it comes to your brand and what they can do. Make sure to keep things relatively relatable, and don’t get too technical when it comes to describing your product or service.
Keep your language straightforward, as well as to the point. This way, you will have a better chance of resonating with your audience.
Make Sure You Use Keywords
This is a good chance for us to remind you that including keywords is going to be really important for optimizing your LinkedIn summary for search results. If you don’t, then you’re potentially missing out on hundreds if not thousands of lead conversions.
How Important is My LinkedIn Summary?
Very important. Think about your LinkedIn summary as your business card. It needs not only to be concise and accurate, but it also needs to be able to sell your profile and result in actionable steps being taken by potential leads.
Where Can I Find Good Examples of LinkedIn Summaries for Sales?
A great place to start is to check out your existing connections on LinkedIn. There’s a really good chance that you will find many connections that have optimized their LinkedIn summary for sales and have managed to write a really effective copy.
Should I Include Keywords?
100%. If you’re not using keywords in your LinkedIn summary, then you are not optimizing it for search engines, and you’re going to greatly reduce your chances of driving more traffic to your website.
So, there it is – everything that you need to know about what to include in your LinkedIn summary. Now, the rest is up to you, and just remember that it is a process that can take a bit of time, so be patient with it, and know that you won’t be able to come up with the perfect LinkedIn summary overnight.
However, with practice and research, there’s no reason why you can’t write an effective LinkedIn summary to optimize your LinkedIn profile for more sales and leads.