LinkedIn Company Page: How to Create, Optimize, and Grow Your Business Presence

Your LinkedIn company page is the digital front door for your business. With over 67 million companies on LinkedIn and decision-makers actively browsing pages before making purchasing decisions, a well-optimized company page isn’t optional — it’s essential for credibility, lead generation, and brand growth.

This guide walks you through everything: how to create your LinkedIn company page from scratch, optimize every section for maximum visibility, and grow a follower base that turns into real business opportunities.

Why Every Business Needs a LinkedIn Company Page

A LinkedIn company page does far more than list your business information. It’s an active marketing channel that works around the clock.

Credibility and trust: Prospects, partners, and potential employees will look up your company page before engaging with you. An incomplete or outdated page signals neglect.
Organic discoverability: LinkedIn company pages rank in both LinkedIn search and Google search results, giving you visibility across two major platforms.
Content distribution: Your page acts as a publishing hub for company updates, thought leadership, and industry insights — reaching followers directly in their feed.
Talent acquisition: Over 50 million people use LinkedIn to search for jobs every week. Your company page is often their first impression.
Lead generation: With the right content strategy, your company page becomes a top-of-funnel engine that attracts prospects organically.

Step-by-Step: Creating Your LinkedIn Company Page

Setting up a LinkedIn company page takes about 15 minutes. Here’s how to do it right the first time.

1. Start the Creation Process

Click the “For Business” icon in the top navigation bar on LinkedIn, then select “Create a Company Page.” You’ll choose between a small business (under 200 employees), medium to large business, showcase page, or educational institution.

2. Enter Your Company Details

Fill in your company name, LinkedIn public URL (choose carefully — this is hard to change later), website, industry, company size, and type. Use your exact legal or brand name to make it easy for people to find you.

3. Upload Your Logo and Tagline

Add your company logo (300 × 300 pixels recommended) and write a concise tagline of up to 120 characters. Your tagline appears directly under your company name in search results, so make it count — describe what you do and for whom.

4. Verify and Publish

Confirm that you’re authorized to create a page for this company, agree to LinkedIn’s terms, and click “Create page.” Your page is now live — but you’re not done yet. An unoptimized page is a missed opportunity.

Optimizing Every Section of Your Company Page

Companies with complete pages get 30% more weekly views than those with incomplete profiles. Here’s how to optimize each section.

Logo and Banner Image

Your logo should be crisp, recognizable, and properly sized. For the banner image (1128 × 191 pixels), don’t waste this prime real estate on a generic stock photo. Use it to communicate your value proposition, feature a product screenshot, promote an upcoming event, or reinforce your brand identity with a custom graphic.

Tagline

Your tagline should be keyword-rich and value-driven. Instead of “We build software,” try “Helping B2B teams close deals faster with AI-powered sales intelligence.” Think about what your target audience is searching for and weave those terms in naturally.

About Section

You have up to 2,000 characters to tell your story. Structure your About section like this:

Opening hook: Lead with the problem you solve or the mission that drives you
What you do: Clearly explain your products or services in plain language
Who you serve: Name your target audience so the right people self-identify
Social proof: Mention notable clients, awards, or metrics that build trust
Call to action: Tell visitors what to do next — visit your website, follow your page, or reach out

Include relevant keywords throughout — LinkedIn’s search algorithm indexes your About section heavily. If you need guidance on keyword placement, check out our LinkedIn content strategy guide.

Specialties

LinkedIn gives you up to 20 specialty tags. Use all of them. These function like keywords and help your page appear in relevant searches. Mix broad industry terms (“SaaS,” “B2B marketing”) with specific capabilities (“demand generation,” “account-based marketing,” “sales enablement”).

Custom Button and URL

LinkedIn lets you add a custom call-to-action button to your page. Options include “Visit website,” “Contact us,” “Learn more,” “Register,” and “Sign up.” Choose the one that aligns with your primary conversion goal and link it to a relevant landing page — not just your homepage.

Content Strategy for Company Pages

Creating your page is step one. Keeping it alive with valuable content is what actually drives results. Companies that post weekly see 2x the engagement of those that post monthly.

What to Post

Vary your content to keep followers engaged. A strong mix includes:

Industry insights and trends: Share your perspective on what’s happening in your space. This positions your company as a thought leader.
Product updates and milestones: Announce new features, funding rounds, or company wins — but keep these to 20% or less of your total content.
Employee spotlights: Humanize your brand by showcasing the people behind the product. These posts consistently outperform corporate content.
Customer stories and case studies: Let your customers speak for you. Results-focused stories resonate with B2B buyers.
Educational content: How-to posts, quick tips, and frameworks that help your audience solve real problems.
Behind-the-scenes content: Team events, office culture, or the story behind a decision. Authenticity builds connection.

Posting Frequency

Aim for 3–5 posts per week. Consistency matters more than volume — it’s better to post three high-quality updates per week than seven mediocre ones. Use LinkedIn’s scheduling feature or a tool like Pollen to maintain a steady cadence without burning out your team.

Content Formats That Perform

On company pages, these formats tend to get the best results:

Document posts (carousels): High save and share rates, great for educational content
Native video: LinkedIn prioritizes video in the feed; keep clips under 90 seconds
Image posts with insights: A strong visual paired with a concise takeaway
Polls: Boost engagement and can double as market research
LinkedIn newsletters: Build a subscriber base with long-form content delivered directly to followers’ inboxes

For a deeper dive into content planning, see our B2B marketing guide.

Growing Your Follower Base

Followers are the foundation of your company page’s reach. Here are proven strategies to grow your audience.

Employee Advocacy

Your employees are your most powerful distribution channel. When employees share company content, it reaches their combined networks — which can be 10x the size of your company’s follower base. Encourage (don’t mandate) sharing, make it easy by providing suggested copy, and recognize employees who actively participate.

Content That Earns Follows

People follow company pages that consistently deliver value. Focus on creating content that educates, entertains, or inspires — not content that simply promotes. If every post on your page is a product pitch, don’t expect follower growth.

Invite Your Connections

LinkedIn allows page admins to invite their personal connections to follow the company page. You get a monthly credit of invitations (typically 100–250 per admin). Use them strategically — invite people who are genuinely relevant to your business, not everyone in your rolodex.

Cross-Promote Your Page

Add a “Follow us on LinkedIn” link to your email signatures, website footer, blog posts, and other social profiles. Embed your LinkedIn page in your email newsletter. Every touchpoint is an opportunity to gain a follower.

LinkedIn Ads

If you have budget, follower ads and sponsored content can accelerate growth. Follower ads appear in the right sidebar and specifically prompt users to follow your page. Sponsored content puts your best posts in front of a targeted audience, and anyone who engages may choose to follow.

Company Page Analytics: What to Track

LinkedIn provides built-in analytics for company pages. Here are the metrics that matter most.

Follower growth: Track net new followers over time. Spikes often correlate with high-performing posts or campaigns.
Post impressions: How many times your content was displayed in feeds. Compare across content types to find what resonates.
Engagement rate: Total reactions, comments, shares, and clicks divided by impressions. A healthy company page engagement rate is 2–4%.
Click-through rate (CTR): The percentage of people who clicked on a link in your post. Track this to measure how well your content drives traffic to your website.
Visitor demographics: LinkedIn shows you the job titles, industries, company sizes, and locations of people viewing your page. Use this to verify you’re attracting the right audience.
Top-performing content: Identify your highest- performing posts and double down on those formats and topics.

For a detailed breakdown of LinkedIn metrics and how to interpret them, read our LinkedIn post analytics guide.

Common Company Page Mistakes to Avoid

Even well-intentioned teams make these errors. Here’s what to watch out for:

Leaving sections incomplete: An empty About section or missing banner image tells visitors you don’t care about details. Complete every field.
Posting only promotional content: If your page reads like a series of press releases, followers will tune out. Follow the 80/20 rule — 80% value-driven content, 20% promotional.
Ignoring comments and engagement: When someone comments on your post, respond. Engagement is a two-way conversation, and ignoring it signals that you don’t value your audience.
Inconsistent posting: Going silent for weeks and then flooding the feed with five posts in one day confuses the algorithm and your audience. Build a sustainable cadence.
Not leveraging employee networks: Your company page has a fraction of the reach your employees collectively have. Failing to activate employee advocacy leaves massive reach on the table.
Using low-quality visuals: Blurry logos, poorly cropped banners, and stock photos that scream “generic” undermine your brand. Invest in professional, on-brand visuals.
Neglecting analytics: If you’re not reviewing your page analytics at least monthly, you’re flying blind. Data should inform every content decision.

Key Takeaways

A complete, optimized LinkedIn company page gets 30% more views and significantly more follower engagement
Invest time in your About section, tagline, banner, and specialties — they drive both search visibility and first impressions
Post 3–5 times per week with a mix of educational, behind-the-scenes, and customer-focused content
Employee advocacy is your biggest growth lever — empower your team to share and engage
Track follower growth, engagement rate, CTR, and visitor demographics to continuously improve your strategy
Avoid the common traps of over-promotion, inconsistency, and neglecting engagement