LinkedIn company page fundamentals explained

Why is a LinkedIn Company Page important for your business? Your company’s LinkedIn page often serves as the first impression for prospects, employees and other stakeholders. Unlike other social media, LinkedIn focuses on business relationships. This means your company page is a key place to showcase your brand identity, culture and professional values. A polished, up-to-date LinkedIn page can encourage visitors to connect, follow or even apply for jobs.

Think of your company page as an open door for anyone researching your business. It should tell a clear and attractive story about who you are and what you stand for. This is why investing time to make it stellar pays off. When done well, it supports your hiring, marketing and networking efforts.

What are the fundamental parts of a LinkedIn company page?

What elements make up a great LinkedIn Company Page? The main components include your profile picture, cover photo, page info, buttons, overview, hashtags and groups. Each part plays a specific role in presenting your company professionally. Let’s break down what you should focus on for each section and why.

Profile picture

What should your profile picture look like? This image should represent your company clearly, usually your logo or company name. It sits inside a square frame, so simplicity counts. At Willow, for example, we chose our favicon - the small icon you see in a browser tab - because it is instantly recognisable and fits perfectly inside the square.

Make sure your profile picture is at least 400x400 pixels. Smaller images often look blurry or pixelated when displayed on LinkedIn. When uploading, centre your logo so no important sides get cut off. LinkedIn lets you crop and position it, so take advantage of that to make it perfect.

For example, a small boutique design agency might use a simplified icon version of its logo to stand out. A large corporation might prefer a full name logo for added recognition. The key is consistency and clarity.

Cover photo

How do you make your cover photo work for you? The cover photo is your company’s billboard on LinkedIn. It offers a wide space where you can communicate your employer brand, a current campaign or company values. Keep it fresh and relevant. For example, if your company is hiring, highlight the recruitment message. If you’re attending a trade show, use the cover to promote your presence there.

At Willow, we use our cover photo to promote our latest e-book. It’s an opportunity to catch visitors’ attention right away. The recommended size is 1128 pixels wide by 191 pixels tall, but remember the sides get trimmed on some devices. Keep all vital elements close to the centre.

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Think how major brands change their cover photos seasonally or for big launches. It reflects a modern and lively company culture. Small businesses can similarly rotate their cover photo between product launches, testimonials or team photos.

For detailed tips on sizing, check this guide.

Page info

What can you edit in the page info section? As an Admin, you can update core details via the Edit Page button. The first element here is the username. It forms the last part of your LinkedIn URL, like linkedin.com/company/yourusername.

It’s best to keep your username simple and true to your brand name. However, popular names are often taken. For example, Willow’s preferred username was unavailable, so we creatively chose "willowdotco". This matches how we pronounce our website URL and keeps branding consistent across platforms.

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Next is the tagline. This short phrase sits under your profile picture and business name. If you don’t have a tagline yet, a shortened version of your elevator pitch works well. Many companies pull inspiration from their website’s headline or mission statement here.

Buttons on your LinkedIn company page

What purpose do buttons serve on your Company Page? These call-to-action buttons encourage visitors to interact with you. You can choose options like “Contact us”, “Register now”, “Download”, or “Visit website”. Each button type directs traffic to a specific place that matches your business goals.

For example, a software company launching a free trial might use the “Sign up” button linking to their landing page. An event organiser could use “Register” to promote a webinar. A consultancy may feature “Call now” to encourage direct contact. Choose the option that best drives leads and engagement.

Overview

What information does the overview section include and why is it critical? This area offers a detailed description of your company - what you do, your values and your vision. It’s often the first place visitors look to understand your business beyond the basics.

Do not rush this description. Write clearly and authentically. Tell your company’s story and explain how you solve your customers' problems. Keep it engaging but professional. Remember, this text also appears on your employees’ LinkedIn profiles if they update their Experience section with your company. This creates a consistent brand message across multiple touchpoints.

Fill out company characteristics like your industry, size, company type, locations and specialties. This data helps LinkedIn show your company to the right audience at the right time.

Summary

Your LinkedIn Company Page is more than a listing. It’s a dynamic tool to build trust and attract clients, employees and partners. Make sure your profile picture, cover photo, page info, buttons and overview tell a clear and consistent story. Use hashtags and groups strategically to grow your audience. Keep updating your page to reflect changes in your company’s journey. When done right, your LinkedIn page will be a powerful first impression.