LinkedIn company page fundamentals explained

Is a LinkedIn company page right for you?

Before you invest time in setting up a company page, ask yourself three questions. Are you planning to hire new people? Is your target audience active on LinkedIn? Can you commit to posting regularly and developing your company's reputation online?

If the answer to any of these is yes, a LinkedIn company page is worth the effort. Here's how to set yours up properly from the start.

Profile picture

Your profile picture appears next to every post and comment your company makes. It sits inside a small square frame, so simplicity counts. For most firms, this means your logo or a clean icon version of it.

At Willow, we use our favicon — the small icon you see in a browser tab — because it's instantly recognisable and fits perfectly inside the square. Whatever you choose, make sure the image is at least 400x400 pixels. Smaller images look blurry. When uploading, centre your logo so nothing important gets cut off.

A boutique design agency might use a simplified icon of their logo. A larger firm might prefer the full name for added recognition. The key is consistency: use the same image across all your social platforms.

Cover photo

Your cover photo is your company's billboard on LinkedIn. It's the first visual visitors notice, so make it count. Use it to communicate your employer brand, a current campaign, or your company values.

At Willow, we use the cover photo to promote our latest e-book. If your firm is hiring, highlight that. If you're attending an industry event, promote your presence there. Keep it fresh: changing your cover photo seasonally or for big launches signals a modern, active company.

The recommended size is 1128x191 pixels, but the sides get trimmed on some devices. Keep all vital elements close to the centre.

Username and URL

Your username forms the last part of your LinkedIn URL: linkedin.com/company/yourusername. Keep it simple and true to your brand name. Avoid adding slogans or taglines that complicate the URL.

If your preferred name is taken, find a variation that stays on-brand. Willow's first choice was unavailable, so we went with "willowdotco" — it matches how we say our website URL and keeps things consistent across platforms.

Tagline

Your tagline sits directly under your company name and profile picture. It's one of the first things visitors read. Keep it short and focused on what you help people with, not a list of services.

If you don't have a tagline yet, a shortened version of your elevator pitch works well. Many firms pull inspiration from their website's headline or mission statement. For example, "Effective social media made simple" tells visitors what you're about in five words.

Call-to-action buttons

LinkedIn lets you add call-to-action buttons at the top of your page. These direct visitors to take a specific action: visit your website, book a demo, contact you, or sign up.

Choose a CTA that matches your current business priority. A software company launching a free trial might use "Sign up." A consultancy could use "Contact us." An event organiser promoting a webinar might choose "Register." Match the button to what matters most right now.

Company overview

The overview section is where you tell your company's story: what you do, who you help, and what you stand for. Don't rush this. Write clearly and authentically. Explain how you solve your customers' problems.

This text also appears on your employees' LinkedIn profiles when they add your company to their Experience section. That means your description reaches far beyond your company page itself, so make every word count.

Fill out the additional fields too: industry, company size, type, locations, and specialities. This data helps LinkedIn show your company to the right people at the right time.

Final touches

Two small steps that are easy to overlook but make a real difference.

First, add a LinkedIn follow button to your website. It gives visitors a one-click way to stay connected with your company without having to search for you on LinkedIn.

Second, encourage your team to add your company to their LinkedIn profiles. When employees list your firm under their current experience, your logo appears on their profiles, your page gets linked, and your company description reaches their entire network. For a 10-person firm, that's potentially thousands of extra impressions with zero effort.

Your LinkedIn company page is more than a listing. It's a first impression for prospects, candidates, and partners. Get these fundamentals right, and you've built a solid foundation for everything that comes next.