Create a LinkedIn Company Page

3 minutes of preparation will save you from doubling back.

A personal LinkedIn profile. Compulsory. The Page will be attached to you, but visitors will never see your profile from the Page.

A square logo. This is the constraint that blocks people most often. Aim for at least 300 pixels a side, in JPEG or PNG. Crop it beforehand, LinkedIn will not do it for you.

Your website address. Not a link to a social network or to a link-in-bio page. LinkedIn expects a real website, and so do your visitors.

A computer, ideally. Creation also works from the iPhone app. On Android, however, the feature is not offered, so you need a computer or the phone browser. And even on iPhone the form is long, a computer screen stays more comfortable.

They are written nowhere on the form, and that is what throws people. If LinkedIn refuses to let you create the Page, it is almost always one of these 5 lines.

• Your profile is at least 7 days old. An account created in the morning cannot create a Page in the afternoon.
• You have a few connections. A handful is enough. A profile with no contacts at all looks like a fake account, and LinkedIn treats it as one.
• Your profile strength is at least Intermediate. Photo, headline, experience, a summary. LinkedIn shows this indicator on your profile.
• Your current position is filled in under Experience, in the name of the company whose Page you are creating.
• An email address on your company domain, such as test@test.com, added and confirmed in your profile settings. This check does not appear every time, but when it does, a Gmail address will not pass.

None of this is a serious obstacle. The longest point is the 7 day age. Everything else is sorted in 15 minutes on your profile, and you can carry straight on.

The direct link. linkedin.com/company/setup/new takes you straight to the form, without going through the menus.

If you prefer the menus. At the top right of LinkedIn, click For Business, then scroll down to Create a Company Page.

Choose Company, not Showcase page and not Educational institution. The other 2 options serve special cases you will recognise the day they apply to you. A Showcase page, for example, attaches to a main Page that must already exist.

⚠ The labels change. LinkedIn regularly renames its screens, and this entry has already been called Work, Products and For Business. If you cannot find it, look for the word business in the menu, the feature is always there. The direct link, on the other hand, does not move.

LinkedIn asks you for the name, the industry, the size and the type of organisation. Nothing tricky, except one field.

The public address of the Page. It is generated automatically from the name, and it is often clumsy. Take 10 seconds to correct it. It can be changed later, but not whenever you like, LinkedIn imposes a waiting period between 2 changes.

The organisation size. Tell the truth, including if you work alone. Nobody checks, but a 2 person company announcing 500 staff is spotted immediately.

The tagline. It is the only text visible under your name everywhere on LinkedIn. Write what you do and who you do it for, not a slogan.

The formula that works, to copy and complete.

[What you do] for [who], in [where].

Examples.
Emergency plumbing for homeowners and letting agents, in Manchester.
Loss assessing for policyholders after a claim, across the North West.
Nutrition and weight loss coaching, in Leeds and online.

⚠ Avoid empty words. Innovative solutions, key player, partner in your success. They say nothing and they sit on 8 Pages out of 10.

Finally tick the box confirming you are authorised to create this Page, then click Create page.

The Page is created, it is almost empty, and this is where most people stop. 10 more minutes change everything.

The logo, square, the one you prepared. 300 pixels a side at least.

The cover image, the wide picture at the top of the Page. Allow 1128 pixels wide by 191 high. It is optional and that is a shame, a Page with no cover image looks abandoned. A photo of your team, your premises or your work will do.

The description. Reuse what you already say on your website, in 3 or 4 paragraphs. No need to rewrite it, consistency beats novelty. The first 250 characters are the ones people see without clicking, so put the essentials up front.

The contact details. Same name, same address, same phone number as on your website and your other listings. That consistency is what lets Google and the AI assistants understand it is the same business.

The custom button. Visit website by default, but you can change it to Contact us or Sign up depending on what you want to get.

2 settings to finish with, in the Page settings.

Add an admin. Never be the only person holding access. The day you are unreachable, the Page becomes hard for anyone to recover. Add a business partner or someone close you trust. This is also where you will add us, see add an admin to your LinkedIn Page.

One point to know straight away. LinkedIn only lets you appoint as admin someone who is already in your network and who follows your Page. So take advantage of being here to send the connection invitations, it will save you a round trip later.

Invite your connections to follow the Page. It is the only free lever you have, within a monthly limit. Use it from the start, a Page with 3 followers inspires little confidence. Invite in waves of a few dozen, starting with your customers and your partners.

The honest word, the one few agencies give.

On LinkedIn, a Company Page generates almost no enquiries on its own. People follow people, not logos. A post published from your personal profile mechanically reaches far more people than the same post published from the Page.

So what is your Page actually for.

• Advertising. No LinkedIn Ads campaign is possible without a Company Page. It is the entry condition.
• Reassurance. A prospect checking you exist before signing finds a living Page, with a logo, an address and recent activity.
• Reserving your name, before a namesake takes it.
• Feeding Google and the AI assistants. A well filled LinkedIn Page comes up in search results for your company name, and serves as a source for the assistants that answer on your behalf.

The right dose. Spend 30 minutes on the Page, 1 post a month to keep it alive, then put your energy into the personal profiles of your directors. That is where the enquiries happen.