Writing Client-Focused Content for LinkedIn Profiles

I’ve optimized 300+ LinkedIn profiles—and this is where almost everyone goes wrong: (Even my clients—Fortune 500 execs, bestselling authors, and top keynote speakers—struggle with this.) If your Experience section reads like a job description, you’re losing clients, leads, and career momentum. Basically: you could be missing out on huge opportunities. Because LinkedIn is 𝘯𝘰𝘵 a job board. It's a search engine. And your Experience section? It's one of the most powerful ways to: → Rank in search → Show proof of work → Build authority → Attract real opportunities But most people get this section completely wrong. They list responsibilities, not results. They write in résumé speak, not human language. They forget keywords entirely. So let’s fix that. Here’s the framework I use when writing Experience sections for my clients: 𝗦𝗧𝗔𝗥+𝗞 S – Situation: What challenge were you stepping into? T – Task: What were you responsible for? A – Action: What did you do and how did you approach it? R – Result: What transformation did you create? +K – Keywords: What skills and terms should be included to boost searchability? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Stepped into a brand with low engagement and flatlining sales. Launched a LinkedIn-led content and ad strategy that increased traffic by 70% and added $1.2M in new revenue. Led a team of 4 and used tools like HubSpot, Meta Ads Manager, and GA4. Keywords: LinkedIn strategy, content marketing, B2B growth, lead generation This is how you turn a list of tasks into a magnetic, searchable proof of expertise. And here’s why it matters: → 95% of recruiters use LinkedIn to find and vet candidates (Jobvite) → Keyword-rich experience sections rank higher in search (LinkedIn Learning) → Profiles with 5+ skills are 33x more likely to get messaged (LinkedIn Talent Solutions) → Complete profiles get 21x more views and 36x more messages (LinkedIn Business) If your profile isn’t optimized, you're invisible. 𝗧𝗼𝗱𝗮𝘆’𝘀 𝘁𝗮𝘀𝗸: • Pick 1–2 roles to rewrite using the STAR+K framework • Add keywords naturally • Tag relevant skills (3–5 per role) • Bonus: Upload media or case studies to showcase your work Need help brainstorming keywords? Try this ChatGPT prompt: "I’m a [job title/industry]. What are 50 relevant LinkedIn keywords and skills people might search to find my profile?" Let’s make your work work 𝘧𝘰𝘳 you.

𝗠𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲'𝘀 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗼𝘀𝘁𝘀 𝗮𝗿𝗲 𝗳𝗼𝗿𝗴𝗼𝘁𝘁𝗲𝗻 𝗶𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆. Nobody remembers words they can't picture. After months of a clients posts disappearing into the void, I made one change: We stopped writing for "the audience." We started writing for one person with one specific problem. 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: Comments up 327% Profile views increased 4x Inbound inquiries every week Here's exactly what changed: 1. 𝗪𝗲 𝘄𝗿𝗶𝘁𝗲 𝘁𝗼 “𝗦𝗮𝗿𝗮𝗵” Not "the audience." Sarah. A real client who struggled with a real problem. When your brain has a specific person in mind, your writing transforms from corporate to human. 2. 𝗨𝘀𝗲 𝗣𝗿𝗼𝗯𝗹𝗲𝗺 → 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻 → 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻 → 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝘀. The specifics matter most. "Our approach increased conversions" gets ignored. "We turned $6K monthly loss into $23K profit in 90 days" stops the scroll. 3. 𝗪𝗲 𝗰𝗿𝗲𝗮𝘁𝗲𝗱 𝗮 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗗𝗮𝘁𝗮𝗯𝗮𝘀𝗲. A simple note with every client challenge, solution, and outcome they encounter. Each entry is a story waiting to be told. Two questions worth asking about your LinkedIn content: Could someone draw what you're saying? Would anyone miss your content if you stopped posting? If either answer is no, your approach needs a reset. What's the most engaging post you've written recently?

>>> What if your next deal came from someone reading your LinkedIn profile, without ever clicking away? Yesterday, we wrapped up Referable Profile Sprint, and one insight kept coming up: We obsess over headlines and banners, but neglect our most powerful asset: client references. Don’t assume prospects will leave LinkedIn to hunt down testimonials on your website. Show the proof where they’re already looking. 🟦 How to write killer references 🟦 Sometimes your clients are so busy they’ll ask you to draft the testimonial. I recommend two approaches: →𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝗻𝗮𝗶𝗿𝗲 Send 5–7 targeted questions by email: “What was your biggest challenge?”, “What results did you see?”, “What doubts did you have before we started?” Ask them to answer in a few bullet points—then polish into a tight quote. →𝟭𝟱-𝗺𝗶𝗻𝘂𝘁𝗲 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗰𝗮𝗹𝗹 Jump on Zoom/Teams with your client. Guide them through the same questions live, capture their words verbatim, and instantly craft the testimonial together. 🟦 What your references must address 🟦 Prospects want two things: → HOPE - tangible results “After upgrading my LinkedIn presence before attending a major industry event in Q4, I closed two deals in Q1 worth €20 K. Connecting with potential clients on LinkedIn was enough. Jasna took me from 0 to 1 with my personal and company profile and coached me on prospecting from my network. I wish I’d turned my profile into a sales page sooner.” → FEAR - overcoming doubts “My priority is finding new clients, and it always felt like trial and error. Before attending my first big trade show, I never imagined I could prospect so effectively on LinkedIn. Jasna took me from uncertainty to a clear process for reaching out, and the results speak for themselves.” 🟦 Where to publish your references  🟦 → 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 under each relevant 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 entry → 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 section: pin 3–5 top quotes, PDFs, or short videos → 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗣𝗮𝗴𝗲 reviews (with star ratings) if you offer services → 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 testimonial slider or case-study pages → 𝗣𝗿𝗼𝗽𝗼𝘀𝗮𝗹𝘀 and pitch decks: insert one-sentence highlights on each cover slide → 𝗘𝗺𝗮𝗶𝗹 𝘀𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲: “See what clients say ⟶ [link to Featured testimonial]” 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: When you collect, craft, and showcase references directly on LinkedIn, you turn your profile into a self-running lead generator. No more “tell me about your work” - your clients’ voices do the selling for you. What’s your biggest hurdle in gathering testimonials? Let me know in the comments—or DM me, and I’ll share my free reference-request template.

💡 Struggling with your LinkedIn profile? Here's the exact prompt I use to get it optimized I see so many talented professionals with LinkedIn profiles that just don't do them justice. If you're ready to finally fix yours, here's a game-changing prompt you can use with ChatGPT, Claude, or any AI tool: "I need help optimizing my LinkedIn profile as a personal branding expert and copywriter would. My goal is to attract more [be specific here — tech recruiters, consulting clients, speaking opportunities, etc.]. I'm sharing my current profile content including my headline, About section, work experience, skills, and any recommendations I have. Here's what I need you to help me with: *New Headline Options – Give me 2-3 compelling headlines that immediately show my value to the people I want to reach. *About Section Makeover – Rewrite my About section to tell my professional story in a way that builds credibility and shows my personality, while staying focused on my goals. *Experience Section Review – Look at my job descriptions and tell me what's not working. Help me rewrite them with strong action words and specific results that show real impact. *What's Working vs. What's Missing – Be honest about what parts of my profile are already strong and what gaps I need to fill. *Voice and Tone Check – Make sure everything sounds confident and approachable for my target audience. Please organize your feedback with clear headings for each section and give me specific examples I can actually use. I want content that's ready to copy and paste or easy to customize." Here's why this approach works so well: ✅ Sets clear expectations for expert-level advice ✅ Forces you to get specific about your goals ✅ Covers every important part of your profile ✅ Asks for practical, usable recommendations ✅ Ensures you get organized, professional output Quick tip: The more specific you are about who you want to attract, the better your results will be. Instead of saying "more job opportunities," try "senior marketing roles at B2B SaaS companies" or "freelance clients in the healthcare industry." Give this a try and let me know how it transforms your profile! #LinkedInTips #CareerAdvice #PersonalBranding #ProfessionalDevelopment

The LinkedIn strategy that helped my client land her next Chief Growth Officer position (feel free to borrow it): Trying to land a C-Suite position in today's market starts w/ a well-written LinkedIn profile. Here are the 4 sections she utilized: 1. Quantifiable Header What she didn’t say: "Visionary Leader | Finance Genius | Marketing Guru" Why? - It lacks awareness. - It's unmeasurable. - It’s arrogant - It's vague. Instead, she led with impact: Chief Marketing Officer with 15+ years in Ed-tech | Captured $50M+ in revenue. Why? - Straight to the point - Quantifiable - Makes you want to keep reading 2. About Section Think of the 'About' section as a trailer to a movie. It should capture the highlights of your career that you believe would be relevant to the reader. Here's what hers said: 15+ years of experience as an Operations and Marketing executive with a proven ability to drive profitable growth and operational excellence in leading education services and media organizations. Experience includes VP to C-suite level roles across marketing, operations, finance, and strategy. Expert in scaling start-ups and managing large operations, consistently delivering exceptional financial performance and operational efficiency. 3. Responsibilities Section Common mistakes I see people make 1. They talk more about the company vs. what they did 2. They don't list anything out 3. Or barely list anything at all 4. Only talk about accomplishments You don't want to skip this part. 1. It tells the reader the full scope of your responsibilities 2. Showcases your capabilities 3. Allows you to expand upon important details like: - How big of a P&L you managed - How big of a team you managed - How you lead, mentor, egange - Problems you solved - How you solved them The key is to make sure that the responsibilities you mention are in alignment with the jobs that you're going after. By doing this, you're connecting the dots for the hiring manager (and recruiter); incentivizing them to want to reach out to you versus leaving it up to them to assume/figure it out/guess (which they won't do in today's market) *She had one for each job she's held* 4. Accomplishments Section This is where metrics matter. An accomplishments section gives the reader a feel for: - What you helped previous employers accomplish - What you might be able to help them accomplish These should also be quantifiable. Here's two quick examples: - Drove sales forecasting, increasing competitive pricing to 83% - Led a team of 1300 while maintaining 87% retention *She had one for each job she's held* ----- Having a well-written LinkedIn profile w/ measurable outcomes like these improves your chances of landing interviews by 35%. Writing a compelling LI profile is one of the many things I'm going to be teaching you in my upcoming workshop. It's the same one my clients use to land $200k-$500k+ roles in tech. Feel free to join me!