How To Write A LinkedIn Company Description

August 23, 2017 | Jason Spriggs

LinkedIn Description In 2000 Characters

Writing a LinkedIn company description can seem overwhelming for some people. Honestly, if you are not a bit intimidated you probably fall into one of two buckets. Bucket One, you have already spent the time formulating a killer About Us for another medium. Or Bucket Two, you are just going to wing it and didn’t really think too much about it.
This article was written for Bucket Two people and for the rest of us who are feeling overwhelmed. Fortunately, there are some hacks we can use to build a well-formatted, easy to digest About Us.

Determine Who Your Audience Is

Who are you writing this description for? The LinkedIn community tends to be very valuable to businesses. Countless potential customers research services and determine purchases via LinkedIn company pages. Make sure your message is tailored to your audience.

What Do You Want To Be Known For?

Who knows your business better than you? Potentially you could write 2000 characters worth of information about why you keep the business hours that you do. The problem with this is what value would that give to the readers? Decide what you want your company to be known for and start planning your delivery.

What Does Your Audience Care About?

Now that you have decided what you want to be known for, take a step back and try to speculate what your readers care about. Do these two messages align? This is where you might find the biggest challenges. Do your best to deliver what is important to your audience at the same time keep in mind what information you want them to take away from this.

Why Are You Special?

What are the differentiators that your company has? Are your company values what makes you different? Are you the low-cost leader? Maybe you are the premium provider. Does your company have special circumstances that are unique to only you? Example: Contracted exclusive provider of a specific product.

What Do You Want Them To Do Next?

If the above wasn’t enough to consider you also have to determine what you would like your reader to do next. If your goal is to collaborate with peers, it will be much different than what it would be for lead capture. Do you want to drive people to your website or do you simply want them to follow your page?

The Summary

It may seem difficult or be intimidating to write a killer company description but if you “chunk” it into smaller goal oriented steps you will rock it. 2000 characters might seem like a lot but to put it into perspective, this post contains 2620 characters, not including spaces.
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About the Author

Jason believes the best part of his job is advocacy. He takes a personal interest in every client's online success. Whether SEO, Adwords campaigns, or reputation management Jason approaches each task with an acute attention to detail. His analytical approach and thirst for knowledge make him a perfect addition to our team.

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