LinkedIn Company Page Design: How to Create a Profile That Converts Prospects
LinkedIn has over 1 billion members, and for B2B brands, it is the most important social platform for credibility, lead generation, and brand perception. Yet the majority of company pages are underdesigned — generic stock photography, misaligned cover images, and an About section that reads like a corporate brochure from 2010.
Your LinkedIn company page is a landing page that potential clients, candidates, partners, and investors evaluate. This guide covers every designable element and how to optimise each one.
Cover Image (Banner)
Current specification: 1128×191px (displayed). Design safe zone: 1000×100px centred (the left and right edges are often hidden on mobile).
The cover image is the largest visual element on your company page and the first thing visitors see before scrolling. Best practices:
- Show people, not just logos: Imagery featuring real people working, collaborating, or using your product creates more immediate credibility than abstract brand graphics or empty offices
- Communicate your core value proposition in the visual: A packaging design studio might show beautiful packaging photography; a software company might show their interface; a law firm might show confident professionals
- Avoid stock photography that looks generic: LinkedIn visitors see hundreds of company pages with identical stock imagery. Custom photography or illustration that is distinctly yours signals investment in brand quality
- Update for seasonal/campaign relevance: Unlike a printed brochure, your LinkedIn banner can be updated seasonally. A thought leadership report launch, an award win, or a hiring push are all reasons to update the banner
Company Logo
Current specification: 300×300px (displayed at ~60px in many contexts — search results, suggested companies, employee post attribution).
The logo must be instantly recognisable at 60×60px. Implications:
- Full wordmarks with small text do not work — the text becomes illegible at small scale
- Icon marks or monograms perform best
- High contrast (dark symbol on light background, or light symbol on dark background) is essential at small sizes
- Apply the same logo preparation you would use for a social media profile icon: centre the mark with adequate padding from the circular crop
About Section
LinkedIn's About section allows up to 2,000 characters. Structure it as a prospect-facing pitch, not a corporate history:
- Opening statement: What problem do you solve? Who do you serve? (2 sentences)
- Credentials and differentiators: What makes you the right choice? (3–4 bullet points or sentences)
- Proof points: Specific numbers — years in business, projects completed, clients served, countries served
- Call to action: Where should prospects go next — website, Contact page, DM invitation
Content Strategy for Company Page Posts
LinkedIn's organic algorithm rewards:
- Document carousels (PDF uploads): Consistently achieve the highest reach of any LinkedIn post format — 3–5x the reach of single-image posts
- Personal-brand-attributed posts: Posts from founders and senior team members (personal profiles) attached to the company page generate significantly more engagement than company-page-only posts
- Native video: Video uploaded directly to LinkedIn (not YouTube links) receives preferred distribution
- Text-only posts: Counter-intuitively, thoughtful text posts without images often outperform image posts for personal profiles
For company pages: a mix of document carousels (thought leadership, data reports), company updates (case studies, team news), and reshares of employee personal posts creates a diverse and algorithm-friendly content calendar.
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