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12 Tips for a Captivating LinkedIn Summary

SmartChoice Business Assistance • Apr 20, 2021

12 Tips for a Captivating

LinkedIn Summary

You have 2000 characters to grab attention and make a killer first impression. (Feeling the pressure?)

LinkedIn is an excellent platform for small business owners, job seekers, employers, and anyone looking to expand their business network.

A knock-out summary can make the difference between people reaching out or passing by. Take the

opportunity to stand out and grab attention!

1. Start with a clear description of what you do.

Ditch the jargon, and use your own words to make it clear and easy to absorb. Keep your target

clients in mind, focusing on the benefits you offer or the problems you help them solve.

i.e. I’m a hyper-organized VA who helps small business owners get more done by taking the

time-consuming, energy-draining tasks off their plates.”

2. Define the type of clients you work with.

Who are your customers? Painting a picture of who you help allows readers to envision

themselves working with you. Aim for "Yes! That sounds just like me and the problems I'm

having."

3. What’s your hook?

Start strong and lead with your best stuff. What will make your readers stand up and take

notice? You have seconds to grab their attention – you want to pique their interest with the first

sentence. Try leading with a problem they face, a solution you provide, or an interesting statistic

or story.

4. Be personal but professional.

LinkedIn is a professional platform, but that doesn’t mean you have to be flat and dull. Build

your ‘know, like, trust’ factor by adding a little personality. Share your why. Why are you

passionate about what you do? Why did you choose this field? Do you have an interesting story

about how you started?

5. Make it keyword rich.

Including the words people are using when searching for your product or service helps your

profile show up in search results (both on LinkedIn and Google).

Main keyword – Photographer

Long-tail keyword – Branding photographer in Burlington

Related keywords – Headshots, photo props, branding session, business photos, professional,

entrepreneur, small business owner, images

6. Show, don’t tell.

Provide proof to back up your claims. Someone reading your profile has often never had any

contact with you before – you are a stranger, and they have no reason to take your word for it.

Sharing numbers helps build your credibility. Have you helped a certain number of clients, been

presented an award, helped clients see excellent results?

i.e. Our average client sees a 250% increase in follower counts within the first month after

joining our “Instagram for Beginners Course.”

7. Be conversational.

Speak directly to your reader in a conversational tone. First-person is more personable and

helps your reader to relate and make a connection with you. Avoid jargon and overused words

as people tend to tune them out.

i.e. Instead of “Alyson Scott is a virtual assistant focused on helping small business owners with

their administrative tasks.”

Say, I'm a virtual assistant who takes those time-consuming, energy-draining tasks off your plate so you can focus on the things only you can do.”

8. Be concise and to the point.

You have 2000 characters - make every one of them count! Write your rough draft, and then go

back over it in the mindset of your ideal client. Ask yourself: is there anything I can cut out?

Have I made the same point more than once? Are there any places where I can turn two words

into one? (think really fast into quick or very tired into exhausted.)

9. Tell stories.

You want to set yourself apart, not blend in. Stories can help you gain reader interest, make

connections, and keep their attention, all while making a point.

i.e. Instead of saying, "I am passionate about cooking." say, "My love of cooking started in my

Grandma's kitchen..."

10. Write visually.

Large blocks of text are overwhelming. When we come up to a paragraph wall, our brains

immediately think, "It's work! Turn around, quick!" I know you want to make the most of those 2000 characters, but adding breaks is not a waste of space. Our eyes crave that white space. Consider adding bullet points or a numbered list as well.

11. Include a call to action.

A call to action does not always mean asking for the sale. You can also say, "I love chatting all

things weddings. Reach out if you have questions." or “I’m always looking to connect with other

small business owners who love networking.”

12. Let your personality shine through.

Define your ‘you’ factor. What makes you stand out? You don’t have to tell your whole life story,

but little tidbits can help you make personal connections with your reader. The words you use,

the tone of voice you write in, the anecdotes and quotes you share all contribute to the overall

style of your writing – make sure it all accurately portrays who you are.

Your LinkedIn summary can get you in front of your ideal clients, to make connections and generate

leads. Make sure you use this opportunity to make an incredible first impression!

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