5 Ways to Optimize Your LinkedIn Company Page for Increased Reach

Social Media 6 min read

Does your business have a LinkedIn Company Page yet?

If yes, has it been able to create the kind of impact you would have liked?

Many business owners perceive that social media is about Instagram, Snapchat, and Facebook. But, having an impactful presence on LinkedIn is as important as any other social media platform. Even more so if you’re a B2B company. So, if you don’t have your company page on LinkedIn, you’re missing the trick.

In this blog, we’ll explore the different techniques you can use to optimize your company’s page on LinkedIn and improve engagement.

Why your company should be on LinkedIn

The fact that there are currently 850 million users on LinkedIn makes the platform all the more significant. The best part is that on LinkedIn, you get an audience full of entrepreneurs, digital marketers, and influencers.

Statistics show 40% of marketers count on LinkedIn as the most effective channel for generating high-quality leads. So, do you still have doubts about whether your business needs to be on LinkedIn or not? 😉

Companies can enjoy advantages like wider outreach, more leads, and better revenue. This helps companies improve their social media ROI with an optimized LinkedIn presence. Unfortunately, many companies are unable to benefit from LinkedIn’s professional audience due to poor practices. But now the question is: What exactly are the good practices?

Let’s start at the beginning: creating a LinkedIn company page.

How to create a Company Page on LinkedIn

If you want to create a company page on LinkedIn, follow these steps.

  1. Click on the “work” icon on the top right corner of the LinkedIn homepage.
  2. Then select the “create a company page” option.
  3. After that, you can choose either the “small business” or the “medium to large business” option. This depends on the size of your company.
  4. Now enter your company’s details and click on “create page”.
screenshot showing how to create a company page on linkedin

Now that you have created your business page, and you think your job is done, you are wrong. Being on LinkedIn and creating your presence there are two entirely different things. Taking your company to social media platforms like LinkedIn only requires you to sign up, select the best image to represent your company, and drop a few posts now and then.

However, that doesn’t mean that your company’s presence on the platform is optimized. Optimizing your company’s presence on LinkedIn will require you to get strategic with every post to engage your audience effectively. You will also have to interact with your LinkedIn company page on relevant posts by other people and businesses.

But what’s the right way to grow your company page organically? To answer your question, below are a few tips to optimize your LinkedIn page that will increase your reach.

💡 Tip: Completed company pages tend to get higher engagement than pages that are not completed to 100%.

5 tips to optimize your LinkedIn Company Page

Let’s dive into some LinkedIn company page best practices.

1. Personalize your company’s URL

If everything in the business world is personalized, then why not make your URL unique and personalized as well?

In order to optimize your LinkedIn page, you must consider customizing your page’s URL. Creating a personalized company URL on LinkedIn will increase your chances of getting a wider reach. The main reason is that it becomes easier to find you when you have a personalized URL. Moreover, it easily differentiates you from your competitors and makes you stand out in the crowd.

Another benefit that comes with the personalization of URL is it helps you achieve credibility on the platform. This is especially significant when you have common brand-name competitors in your field. Other than that, personalizing URL also offers the SEO benefits that every business craves which is better ranking on search engine result pages.

If you want to customize your LinkedIn URL, do the following:

  • Log in, and then go to your LinkedIn Home Page.
  • Then click on the “Me” icon, select view profile, and then select “Edit public profile and URL”. This option is on the top right of your page.
  • A new page will then open up and will bring you the “edit your custom URL” option on the top.
  • Now click on the blue pencil and enter your company’s name in the box beside it.
  • Then click on “save” to create a new LinkedIn profile URL for your company or business.

2. Add the right CTA button

Your social media marketing SMART Goals have limited prospects of attainment unless you have CTAs in place. Today, social media sites offer companies a chance to drive organic traffic to their official websites or persuade internet users to take the necessary action through a wide range of CTAs.

💡 CTAs are “call-to-action” phrases that encourage the audience to take immediate action to benefit the growth of your company.

Using CTAs, you have a chance to drive conversions on your LinkedIn company page. The platform has a range of CTAs such as “contact us”, “learn more”, “register”, “sign up” and “visit website”. You can leverage any CTA button for a better user experience and to increase conversions on the platform.

include a cta on your linkedin company page

However, it is essential to choose the right CTA button out of the offered CTAs on LinkedIn to get the most efficient results. Be sure that your CTA reflects your business goals.

  • For example, if you are an e-commerce website, a good CTA will drive the audience to make a purchase.
  • Other than that, if you want people to sign up or register, then adding “register here” or “sign up here” is the best possible option for you.

3. Pin important posts at the top of your page

Unlike before, LinkedIn gives its users more control over their company pages and posts.

You can highlight any post you publish on your page and enable it to appear at the top of your page. Pin a post at the top of your company page to present the most meaningful message you want everyone to see.

For example, you could pin a lead magnet to increase conversions on the platform.

4. Create engaging (promotional) content

The only way people are going to know about your company, product, or services is by detailing your company’s information precisely.

Craft appealing content, i.e., referring to your company’s services, products, or expertise, official website, and location. Generally, highlight the most important details you want them to know.

We know how hard it can be for B2B businesses to create engaging content. That’s why we compiled a list of 64 (!) social media post ideas to engage B2B audiences.

Besides that, it helps to stay updated on LinkedIn's algorithm to align your practices with them.💡 Check out LinkedIn and other social media channels’ algorithm tips for 2023.

5. Experiment with content formats

Leveraging diverse content formats, i.e. videos, documents, polls, nice graphics, etc., can boost engagement.

Experiment with repurposing blog posts into social media posts using templates on Canva. You can also choose to record company events and post videos on your LinkedIn page.


To conclude, LinkedIn is one of the best marketing platforms for companies and businesses of all sizes across industries. If you are interested in organically growing your LinkedIn company page, then these tips will definitely help you.

For more information on organic marketing and social media algorithms, check out our other content: