How to write a LinkedIn About section that wins work

If you sell to other businesses, your LinkedIn profile is working as a second homepage, whether you've planned it that way or not. Before a buyer replies to your message or takes your call, there's a good chance they've looked you up. And the About section is where they decide whether you're worth their time.

Most About sections I read fall into one of two traps. They're either a CV in paragraph form, or they're so vague they could describe anyone. Here's a structure that avoids both.

Start with the person you help

Your first two lines are all most people will see before they click "see more". Don't spend them on your job title, which is already at the top of your profile. Use them to name who you help and the problem you solve.

Instead of: "Experienced marketing professional with a passion for delivering results."

Try: "I help engineering firms explain complex products in plain English, so their sales teams spend less time answering the same questions."

The second version tells the right reader they're in the right place. It also tells the wrong reader to move on, which is just as useful.

Show how you work

Next, explain what working with you looks like. Two or three short sentences are enough. What do you deliver? How long does it take? What makes your approach different? Specifics build trust far faster than adjectives.

Add one piece of proof

A result, a qualification or the kind of organisation you've worked with. One strong example is better than a list of ten. If confidentiality stops you naming clients, describe the type of business and the outcome instead.

Write for the one person you most want to hear from, not for everyone who might visit.

End with a clear next step

Tell people exactly what to do: message you, book a call or visit your website. Put the link or email address in the text, so nobody has to go looking.

Keep it readable

Short paragraphs. No walls of text. Avoid buzzwords like "synergy" and "thought leader". Read it aloud. If it sounds like something you'd never say in a meeting, rewrite it until it does.

My Business Clarity Pack includes a rewritten LinkedIn About section alongside new homepage copy and four ready-to-post updates, so your profile and website say the same thing.