LinkedIn for business: your profile, Company Page and first posts

When a business is looking for a contractor, an accounting firm or a supplier, it often checks not only the website but also LinkedIn. It wants to see the person it will be working with: what they do, for whom, and whether they know their stuff. An empty account from a few years ago, without a photo and with the headline “CEO at XYZ”, doesn’t help with that decision.

According to NapoleonCat estimates, in September 2026 LinkedIn had about 9.9 million users in Poland, that is, more than a quarter of the population. This is an estimate of the advertising audience, not the number of active people, but it shows the scale well. In this guide, I show how to prepare your profile and your company’s Page, which posts to publish to start with and how to plan the first 4 weeks. I describe the situation as of 30 October 2026. LinkedIn often changes button names, so if something looks different, look for an option with a similar name.

Profile or Company Page: to start, you need both

There are two types of accounts on LinkedIn. A profile belongs to a person, and a Page (LinkedIn Page) belongs to a business. In its help on the differences between a profile and a Page, LinkedIn says outright: a profile must represent a real person, and a company’s Page is created from your own profile. So a profile named “Remonty Pomost” instead of a first and last name breaks the site’s rules.

And what about reach? In a Metricool study from April 2026 (more than 673,000 posts from more than 63,000 accounts), posts from personal profiles and from Company Pages had a similar number of impressions. The difference was in reactions: the engagement rate was 2.6% on profiles and 1.6% on Company Pages. Posts by people got comments more often, and company posts were shared more often.

That is why I suggest a simple division of roles:

Step 1: a profile that immediately says who you help

Start with your profile, because that is where you will post most often. Step by step:

1. Photo and background. A current photo of your face on a light background, not a logo instead of your face. In the background (the banner above the photo), put a photo from a project or a simple graphic: what you do and where.
2. Headline. This is the text under your name, also visible next to your comments and invitations. It holds up to 220 characters, but in many places only the beginning is visible, so start with the most important things: what you do, for whom and where.
3. About. The “About” section holds up to 2,600 characters. Write it like a short conversation with a customer, not like a résumé.
4. Featured. The “Featured” section is a showcase below the About section. Add 2–3 items to it: a link to your offer page, your best post and a document with your projects.
5. Profile URL. In your public profile settings, change the address to a readable one, e.g. linkedin.com/in/anna-nowak-renovations. The custom part of the address can be 3 to 100 characters long, and you can change it at most 5 times within 6 months.
6. Services and a link to your website. Add a services section (Service Page). According to LinkedIn’s help, it is free, and any user can message you about your services at no charge. Enter your website address in your contact info and add it to the Featured section. A button with a link under your name is currently available only in paid plans, including Premium Business.
7. Experience. Once you create a Company Page, select your company from the list in the Experience section. Its logo will then appear next to your position, and your profile and the Page will be linked.

A headline instead of “CEO at XYZ”:

Turnkey bathroom renovations in Olsztyn and the surrounding area | Remonty Pomost | quote within 48 hours

A template for the About section to adapt:

I have been renovating bathrooms in Olsztyn and the surrounding area for 12 years. With a two-person crew, we usually finish one bathroom in 3–4 weeks. I work for apartment owners, rental managers and businesses refreshing their offices. Here I show projects, costs and the mistakes I see most often. Quotes: [phone] or [email].

“Follow” or “Connect”?

In the past, the “Follow” button on a profile was turned on together with creator mode. LinkedIn removed the creator mode switch in 2024 and moved the choice of the main button to the settings: Me → Settings & Privacy → Visibility → Followers. According to LinkedIn’s help, the change can take up to 24 hours.

“Follow” works well when you want as many people as possible to read your posts, without accepting every invitation. “Connect” is better when you are building a network with customers and partners you know personally. The other option doesn’t disappear, it is just less visible.

Step 2: a Company Page in fifteen minutes

You create the Page from your profile. On a computer, click For Business in the top right corner, then Create a Company Page. Choose the “Company” type and enter the name, website address, industry and company size. According to LinkedIn’s help, this option isn’t available in the Android app, so it is best to do it on a computer.

Before you start, check whether a Page for your company already exists. If it does, request admin access instead of creating a second one.

Fill in all the fields: logo, background, description, address and website. In its tips for Company Pages, LinkedIn states that complete Pages get 30% more views per week. Also add a second admin, e.g. a business partner or a trusted team member, and turn on two-step verification on your account. When the only admin loses access, the company loses control of its Page. I described what this looks like on Facebook and how to protect yourself in the guide on a hijacked business account.

Step 3: first posts in three formats

You don’t have to write like a journalist. Three formats are enough to start with.

Text, with or without a photo. A short story from work: the customer’s problem, what you did, what the result was. The first two sentences must spark interest, because LinkedIn collapses the rest behind a “…more” button. A template for your first post:

Starting today, I’ll be posting here regularly, so here is a quick word about what I do. I have been renovating bathrooms in Olsztyn for 12 years. The most common question from customers is “how much does it cost?”, and the honest answer starts with “it depends”. In my next posts, I’ll show what the price really depends on: from chipping off old tiles to choosing faucets. If you have a question about a renovation, write it in the comments and I’ll answer it in a separate post.

A PDF document, or a “carousel”. 5–10 slides, e.g. “5 mistakes in a bathroom renovation”. LinkedIn accepts PDF, PPT, PPTX, DOC and DOCX files up to 100 MB and 300 pages. According to LinkedIn’s help, you can’t replace the file after publishing (you can only delete the post), and anyone who sees the post can download the document as a PDF. So don’t upload a price list you don’t want to hand to your competitors.

A short video with captions. 30–90 seconds from your phone: a project walkthrough or the answer to one question. Captions help people who watch without sound. LinkedIn’s automatic captions work in 10 languages, but Polish isn’t one of them. So add an SRT caption file when uploading the video on a computer, or burn the captions into the video in an editing app.

A link in the post or in the comments?

A common practice is to put the link to your website in the first comment instead of in the body of the post. LinkedIn doesn’t confirm that a link in a post reduces reach, but Metricool’s 2026 data points that way, at least for personal profiles: posts with a link had on average 27% fewer impressions. On Company Pages it was the opposite, as posts with a link had 51% more impressions. My advice: on your profile, put the link in a comment or in the Featured section, and on the Company Page, feel free to put it in the post.

You can schedule posts in advance: in the post creation window, click the clock icon and choose a time from 10 minutes to 3 months ahead. If you are short on time for writing, I will prepare texts and graphics for posts (from PLN 59 net per 1,000 characters, graphics from PLN 79 net), and a short video with captions as part of the product video presentation service.

A plan for the first 4 weeks

2–3 hours a week are enough to judge after a month whether LinkedIn works in your industry.

After four weeks, click the number of impressions under each post and check the analytics. Look not only at likes but above all at comments, messages and inquiries. Repeat the topics that brought them, in new versions.

What to avoid

• Tools for automated invitations, messages and comments. Plugins and bots that act on your behalf are prohibited by LinkedIn’s rules. If you use them, LinkedIn may restrict or close your account.
• Mutual admiration groups. These are coordinated groups (engagement pods) whose members react to and comment on each other’s posts. In an announcement of 13 March 2026, LinkedIn wrote that such activity isn’t allowed and that artificially boosted posts may have limited reach.
• Mass invitations to strangers. When many invitations are ignored or marked as spam, LinkedIn temporarily blocks you from sending more. Invite people you know and add one sentence about how you know each other.
• An offer in the first message. Don’t send your price list right after an invitation is accepted. Conversation first, and an offer only when a need arises.
• Posts written entirely by AI. Treat text from ChatGPT as a draft. Add your own example and numbers from your work, because generic phrases are obvious right away.

Summary

LinkedIn for business starts with your profile: a clear headline, an About section written for the customer and a Featured section with a link to your offer. The Company Page is a showcase, but conversations and trust are built by posts written by a human. After a month of regular posts, you will know whether this channel brings in inquiries.

If you also run Facebook and Instagram, I can automate posting there (automatic FB and IG posts), and I will set up groups and channels on Facebook, Instagram, Telegram or WhatsApp as part of the social media groups and channels service. Do you have a question about LinkedIn in your industry? Write to me, I reply within 24 hours.