Your LinkedIn Company Page is more than a logo and a banner. For B2B teams, it is proof you are legit, a hub for credibility, and a distribution point your team can amplify. If your founders and sellers are active on their personal profiles, great. Your Company Page should support that effort and make it easier to convert views into trust and conversations and help you leverage LinkedIn for B2B Lead Generation.

Use this checklist to optimize your page in under two focused hours. Then keep it updated with a simple weekly routine.

Step 1: Nail the Essentials

1) Page name and vanity URL

• Match your legal or trading name exactly.

• Set a clean vanity URL that matches your domain. Example: linkedin.com/company/yourbrand.

• Keep capitalization consistent with your brand guidelines.

2) Logo and brand banner

• Upload a crisp square logo at least 400 x 400.

• Add a banner that communicates your positioning in 3 to 7 words.

• Include one proof element if space allows. Example: Trusted by 250+ clinics.

3) Tagline that speaks to buyers

• Use a client facing promise. Example: We help mid market SaaS teams shorten sales cycles with content that builds trust.

• Include one or two searchable keywords your buyers use.

4) About overview written like a mini landing page
Structure:

• One line positioning statement that names your ICP and outcome.

• Three bullets that highlight the specific problems you solve.

• Short proof section with results or recognizable clients.

• Clear CTA with a link. Example: Book a free strategy call.

5) Website, phone, and custom buttons

• Point the button to a lead magnet, demo page, or strategy call.

• Use short action language. Example: Get the LinkedIn DIY Kit.

6) Company details for credibility

• Industry, company size, headquarters city, founding year, specialties.

• These fields improve search and filter visibility.

Step 2: Turn the Page Into a Trust Builder

7) Services and specialty keywords

• Add up to 20 Specialty keywords.

• Include category level terms buyers search for. Example: B2B content strategy, LinkedIn marketing, ICP messaging, marketing automation.

8) Featured highlights

• Pin one high intent resource such as a case study, free checklist, or webinar replay.

• Rotate monthly to keep it fresh.

9) Showcase Pages (optional)

• Use Showcase Pages for distinct product lines or regional units.

• Only create if you can publish to them consistently.

10) Community proof

• Ask happy clients for Page Recommendations if available in your region.

• Republish short testimonial graphics as posts and add them to a Featured highlight.

Step 3: Create a 30 day posting plan

A Company Page does not need to post daily. It does need to post consistently and give your team something worth resharing. Aim for 2 posts per weekwith posts being based on a solid LinkedIn Content Strategy for B2B.

11) Four post types that work for B2B

• Authority: a framework, decision checklist, or short teardown.

• Proof: a case study snapshot or before and after metric.

• Story: founder insight or behind the scenes of how you build.

• Conversion asset: lead magnet, live training, or demo invite.

12) Simple calendar

• Week 1: Authority on Tuesday, Proof on Thursday.

• Week 2: Story on Tuesday, Conversion asset on Thursday.

• Repeat the pattern.

• Attach one clean graphic or a 3 to 5 page document carousel for scannability.

13) Copy rules

• First line is the hook and stands on its own.

• Use short paragraphs for fast scanning.

• End with one natural CTA. Example: Want the full template set? Grab the DIY Starter Kit.

Step 4: Align With Your Sales Motion

Your Company Page should reduce work for sales, not add work.

14) Employee notifications and reshares

• Use the Notify Employees feature for priority posts.

• Provide a one sentence reshare blurb your team can copy.

• Encourage sellers to add one personal line when they reshare.

15) Conversation bridges

• When a post performs, turn comments and DMs into call bridges. Example: If this checklist would help, I have a 10 minute walkthrough. Want it?

16) LinkedIn Events

• Spin up Events for webinars, live demos, and office hours.

• Add speakers, a simple agenda, and a lead capture link.

Step 5: Improve Page SEO and Discoverability

17) Keywords in the right places

• Include core keywords in the Tagline, About, and Specialties.

• Use natural language and avoid keyword stuffing.

18) Location strategy

• If you serve multiple regions, list the headquarters city and include regions in Specialties or About.

• Local buyers filter by location more often than you think.

19) Cross link from your website

• Add LinkedIn to your footer and Contact page.

• Use UTM parameters on the Company Page link in your site header so you can attribute traffic.

Step 6: Measurement That Actually Matters

Skip vanity metrics. Track signals that align with pipeline.

20) Baseline and 30 day check

• Followers, Page views, unique visitors.

• Clicks to site.

• Post engagement from ICP job titles.

• Inbound messages that reference a Page post.

21) Tie content to leads

• Add UTM tags to all links posted on the Page.

• Track form fills, demo requests, and kit downloads from LinkedIn source.

• Share back to sales what content moved people.

Step 7: Weekly Maintenance Ritual

Consistency is easier with a simple rhythm.

22) Fifteen minute sweep each Monday

• Pin or unpin the most relevant Featured item.

• Approve pending employee connections to the Page if available.

• Queue two posts for the week.

23) Friday review

• Check which post earned real conversations or site clicks.

• Capture one insight for next week. Example: Carousels outperformed text by 2x, keep them.

Step 8: Advanced Enhancements When Ready

24) Thought leadership hub

• Repost a founder’s strongest post to the Company Page with a short editor note.

• Create a monthly Best Of thread that compiles top insights.

25) Lead gen form ads

• If your lead magnet converts at 25 percent or higher on site, test native Lead Gen Forms targeting job titles and company sizes that match your ICP.

• Retarget Page engagers and site visitors first.

26) Employee advocacy starter kit

• Provide 3 monthly prompts your team can personalize.

• Celebrate wins when employees generate conversations.

Quick Checklist Summary

• Clear tagline and mini landing page style About section

• Banner that communicates positioning and one proof point

• Featured resource linked with UTM parameters

• Two posts per week across Authority, Proof, Story, and Conversion asset

• Notify employees and give them a reshare blurb

• Track site clicks, ICP engagement, and inbound messages

• Fifteen minute Monday setup and Friday review

Do this for 30 days and your Company Page will start pulling real weight in your marketing and sales motion.

Want to Get There Faster?

Want the templates, post outlines, and scripts so you are not starting from scratch? Grab the LinkedIn DIY Starter Kit. You will get a profile checklist, 15 plug and play posts, DM scripts, and a 15 minute engagement routine your team can follow.