How to Write a B2B LinkedIn About Section

Your “About” section is losing you deals. Most bios look like this: “Experienced finance professional with a demonstrated history of working in the industry…” Translation? You sound like everyone else. Here’s the truth: → People don’t connect to job titles. → They connect to stories. → They trust people they understand. — Here’s the format I use to rewrite bios for clients: 1. What you believe about your industry 2. The specific niche/problem you solve 3. Why you (origin insight or POV) 4. Proof you can back it up 5. What action they should take next (CTA) Not fluff. Positioning. — 🧠 One family office advisor added this line after we reworked her bio: “I help second-gen wealth holders design financial strategies that align with their values, not just their balance sheets.” One sentence. Result? → Podcast feature in a leading wealth management show → Invite to co-author a white paper Why? Because she didn’t just tell people what she does. She told them what she stands for. That’s what sticks. — 👩🏼💻 𝘋𝘔 𝘮𝘦 “𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡𝗜𝗡𝗚” 𝘪𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘳𝘦𝘢𝘥𝘺 𝘵𝘰 𝘳𝘦𝘴𝘩𝘢𝘱𝘦 𝘺𝘰𝘶𝘳 𝘣𝘪𝘰 𝘪𝘯𝘵𝘰 𝘢 𝘤𝘳𝘦𝘥𝘪𝘣𝘪𝘭𝘪𝘵𝘺 𝘮𝘢𝘨𝘯𝘦𝘵. ♻️ 𝘍𝘰𝘳 𝘮𝘰𝘳𝘦 𝘩𝘪𝘨𝘩-𝘴𝘪𝘨𝘯𝘢𝘭 𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘪𝘯𝘨, 𝘧𝘰𝘭𝘭𝘰𝘸 Mariam Gogidze

Your LinkedIn profile gets 5 seconds. That's it. I learned this the hard way when my perfectly crafted profile was getting zero traction. Then I discovered something interesting from LinkedIn's own research data. Here's what actually happens: 👉 76% of B2B buyers make their decision in under 6 seconds 👉  71% never scroll past your headline 👉  Most profiles lose potential clients before they even start reading So I tested a different approach, and honestly, the difference was remarkable. 1. Your Top Section is Everything 🎯 This section makes or breaks the deal: Photo: Professional but genuine (no stock photo vibes) Banner: Shows your expertise clearly Headline: Who you serve + exactly how you help them The numbers don't lie - value-focused headlines get 2.3x more profile views, and strong visual branding increases connection requests by 42%. 2. Featured Section: Your Conversion Tool 💼 I started using this space strategically: Free resources that solve real problems Client success stories with actual outcomes Quick insights or helpful videos Event links when I'm speaking Profiles with Featured content get 4.1x more inbound messages. Educational content alone boosts buyer engagement by 53%. 3. About Section: Talk Their Language 💭 Instead of talking about myself, I focus on: The challenges my ideal clients face daily How my background connects to their needs Specific examples of problems I've solved Why my approach works for their situation Challenge-focused summaries increase reading time by 64%, and story-based formats get 3.2x more meaningful replies. 4. Experience Section: Think Like a Buyer 📈 I ditched internal job titles for: Keywords they actually search for Clear outcomes and measurable results Language that speaks to their world Keyword-optimized profiles appear in 67% more search results, and current experience sections get indexed by Google too. The whole approach works because it: Creates trust within seconds ✨ Improves your search visibility Brings higher-quality conversations to you My optimized profile now drives 3x more quality leads through search, and inbound lead quality improved by 48%. Look, if someone can't understand your value in those first 5 seconds, they're already scrolling to the next person. And in today's market, you can't afford to lose those opportunities. P.S. Ready to build your standout personal brand? Book a free consultation call or try my one-week personal branding intensive - no strings attached! 📞 #PersonalBranding #LinkedInStrategy #B2BMarketing #ProfessionalGrowth #ClientAttraction

A client recently told me, “We’ve been doing the same thing for years, but something feels off now.” And they were right. When your profile doesn’t evolve with the market, everything slows down. Engagement. Leads. Conversions. We made a few key changes to their LinkedIn presence. Rewrote the headline to speak directly to their audience, turned the About section into a story, and added one powerful testimonial. The result? Engagement up 35 percent, leads doubled, and they closed their biggest deal yet. It’s a strategy I’ve developed to turn genuine relationships into real results. I call this the Connection-to-Conversion Method. Here’s what we did, and what you can try too: 🔸 Use Your Headline Like a Hook, Not a Job Title • People scroll fast. Your headline should tell them exactly how you help, not what your position is. • A strong headline speaks directly to your ideal client’s pain or aspiration. Why This Helps: Your profile becomes searchable, clickable, and instantly relevant. 🔸 Ditch the Bio. Write a Story Instead. • A punchy “About” section that walks people through your journey builds instant trust. • Use it to share how you solve problems, not just your background. Why This Helps: You become memorable—not just another LinkedIn consultant. 🔸 Pin a Client Testimonial or Case Study • Social proof builds instant credibility. People trust results more than promises. • Bonus tip: Don’t just name-drop clients, showcase the transformation they experienced to make it memorable. Why This Helps: Future clients can imagine themselves getting the same results. 🔸 Optimize for SEO Without Sounding Robotic • Sprinkle in keywords your ideal clients are actually searching for, but make it sound natural, not forced. • Think phrases like “lead generation for coaches” or “sales funnel strategist for B2B” that speak directly to what they need. Why This Helps: You show up in the right searches without killing your voice. 🔸 Use Your Banner Space Like a Billboard • Visuals sell fast. Use them to reinforce your offer, method, or results. • Add a short tagline, strong CTA, or a simple 3-step process so people know exactly what to do next. Why This Helps: First impressions stick—make yours work for you. 🔸 Make Your CTA Clear and Clickable • Add something actionable like your Calendly link, a freebie, or “DM me for a free audit” to drive engagement. • Skip passive closes like “Let’s connect. Make it clear what the next step is. Why This Helps: People need direction. Make it easy for them to take the next step. B2B should feel personal. With the right profile, you’re not just getting seen, you’re starting conversations that lead to clients. That’s the power of the Connection-to-Conversion Method. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Ever wonder why some people attract job opportunities while others struggle to get noticed? It’s not just luck. It’s strategy. Many mid-career professionals assume that opportunities will naturally come their way if they have a strong resume and a solid work history. But that does not work in today's job market. As a former recruiter, I know firsthand that LinkedIn is one of the most powerful marketing tools for job seekers, especially for leaders. And yet, most professionals underutilize it. →Some think their resume is enough. →Some assume LinkedIn is only for outbound networking, not inbound leads. →Some simply don’t know what they’re supposed to do with their profile. The result? They make themselves hard to find. If recruiters and hiring managers can’t find you, they can’t reach out. And if your profile isn’t positioned correctly, they’ll move on even if you’re the perfect fit. But you can fix that. --------------------------------------------- Here is a common mistake I see. Your About section reads like a resume (i.e., boring). Many professionals use their About section to simply summarize their work history. This area should do so much more. Your About section should answer these key questions: ✔️ Who are you as a leader? ✔️ What’s your impact? ✔️ Why should someone reach out to you? Tell a compelling story about your leadership approach, accomplishments, and what drives you. Typical About section: "Experienced marketing leader with a history of working in B2B and B2C industries. Skilled in digital strategy, team leadership, and branding." An elevated About section: "I help companies build and scale high-impact marketing strategies that drive revenue growth. As a VP of Marketing with 15+ years of experience, I’ve led teams through digital transformations, built innovative brand campaigns, and developed leaders who drive real results. I thrive in fast-paced environments where strategic vision meets execution." See how much more engaging and clear that is? I would be more interested in talking to the person behind the second example than the first. ------------------------------------------- Many leaders spend hours refining their resumes but treat LinkedIn as an afterthought. What a mistake. When done right, it can: → Get you found by recruiters and hiring managers → Position you as a leader in your industry → Open doors to new opportunities even when you’re not actively job searching The best part? Optimizing your profile doesn’t require spending hours every day on LinkedIn. It requires the right strategy. And I can help you with that. Let's talk if you’re ready to make your LinkedIn profile work for you instead of against you. DM me. ---------- 💜 Helping mid-career professionals find clarity, build confidence, and land jobs they love. 📖 Follow me for career tips, job search strategies, and interview advice. 💌 Need support in your career journey? Reach out—I’m here to help!

When was the last time you updated your LinkedIn About section to reflect not just your past, but your future? When I launched Ezra Zimbler Consulting, I realized my About section needed to do more than recap my experience at LinkedIn. It needed to tell the story of where I was headed and the kind of work I wanted to do next. As I rewrote it, I focused on a few things that I recommend to people looking to refresh their profile: 1. Use keywords for where you’re going, not just where you’ve been. I included terms like “consulting,” “LinkedIn optimization,” and “employer branding” even before they were my daily reality. This helps your profile show up in the right searches and signals your aspirations. 2. Blend professional and personal. I made sure my About section sounded like me. I talked about my passion for helping others succeed, my commitment to diversity and inclusion, and even my love for sports debates. Adding something personal makes your profile memorable and helps you connect with people who share your interests. 3. Use natural, authentic language. Instead of just listing keywords, I wove them into sentences that reflect how I’d actually introduce myself. Your About section should sound like you, not a resume or a robot. 4. Highlight aspirations and transferable skills. If you’re aiming for something new, mention the skills you’re building or the areas you’re excited to grow into. It’s a great way to plant seeds for future opportunities. 5. End with an invitation. I closed my About section with a simple call to connect, collaborate, or talk sports, because you never know what might spark a great conversation. Your About section isn’t just a summary of your past, it’s a preview of your future. If you’re updating yours, try weaving in what you want to be known for, not just what you’ve done. Have you added any new aspirations or personal touches to your About section lately? Drop your draft or your favorite tip below as I’m happy to give feedback or just cheer you on. #LinkedInProfile #AboutSection #PersonalBrand #EzraZimblerConsulting #LinkedIn #Aspirations #Authentic

My goal everyday remains: to fill my calendar with 30-minute value calls with founders and marketing directors, sharing all of our LinkedIn “secrets”. Through these value calls, there seems to be a recurring giant ‘question mark’ around profile positioning. My favorite line to share is: Treat your profile like a landing page. When someone clicks onto your profile after seeing an incredibly valuable post or a hilariously witty comment, it should be immediately clear what you do and who you do it for. Here’s how to do that, in practice: ____ 1/ Headline: [Your Position] @ [Your Company Name] | [What you do + who you do it for, in 5–8 words] EXAMPLE: Founder @ Notice Me(dia) | Helping founders and execs build authority on LinkedIn through content and strategy. WHAT NOT TO DO: Founder | Board Member | Investor | Philanthropist | Public Speaker | Dog-lover __ 2/ About section: Common misconception: it’s about you. Reality: it’s about them—your ICP. Show how you help them. Make it easy to skim and clearly structured. EXAMPLE: Notice Me(dia) works with B2B SaaS, service provider, and agency founders, executives and middle managers, looking to: 1/ attract investors for fundraising 2/ attract B2B partnerships 3/ attract high ticket clients All through LinkedIn strategy + content + management. How? profile positioning (optimization) a clear-cut, comprehensive strategy kick-ass written content. __ 3/ Featured section: This is where your main CTA lives. •Do you want people to visit your website? •Collect emails for your startup launch? •Get newsletter subscribers? •Book calls with your ICP? Design it well and write copy that grabs attention. __ 5/ Skills: Keep it to seven or fewer. Make sure every skill is tangible and relevant. ____ Your profile needs to pass the “6-year old test”. If I hand my phone to my 6-year old cousin and ask what you do and who you do it for, they’d need to be able to properly articulate exactly that in under 10 seconds. That said, I’d love to speak to B2B founders and marketing heads who are looking to optimize their positioning and bolster their LinkedIn presence. See you in the DMs :)