How to Setup a LinkedIn Profile

If Facebook is where people see your personality and Instagram is where they see your brand, LinkedIn is where they see your professional credibility.

For many founders, LinkedIn isn’t just a digital business card — it’s the handshake before the first meeting, the elevator pitch before the pitch deck. And yet, most LinkedIn profiles read like a boring CV or a half-empty page.

Done right, your profile builds trust, attracts opportunities, and opens doors to partnerships, clients, and investors you’d never reach otherwise. Done wrong… it’s just another missed connection in the professional world.

Real-world example: 

A Brisbane-based founder had an incredible product but only 127 LinkedIn connections — most from old colleagues. No clear headline, no banner image, no “About” section. After optimising her profile, adding a results-driven headline, and posting twice a week, she landed a corporate contract worth $120K within 90 days — all from LinkedIn outreach.

Let’s make sure your LinkedIn profile is setup accurately and isn’t costing you opportunities.

If Facebook is where people see your personality and Instagram is where they see your brand, LinkedIn is where they see your professional credibility.

What Is LinkedIn?

LinkedIn is the world’s largest professional networking platform, with over 14 million users in Australia and 930 million globally. It’s where decision-makers hang out, where B2B deals get made, and where personal branding meets professional positioning.

You can:

• Build credibility through your profile

  
  

• Share thought leadership content

  
  

• Network with industry leaders

  
  

• Generate leads and referrals

  
  

• Recruit or be recruited

Think of it as your professional landing page — available 24/7, searchable worldwide.

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Why It Matters (And How It Impacts Growth)

Builds Professional Authority

Your profile is often the first thing prospects check before replying to an email or accepting a meeting.Result: Higher trust = faster deal flow.

Expands Your Reach Beyond Your Network

Content can go viral to 2nd and 3rd connections, reaching thousands without ad spend. Result: Leads without relying on paid traffic.

Opens Doors to Partnerships & Speaking Gigs

Event organisers and media outlets scout LinkedIn for credible voices. Result: More opportunities knocking.

Supports Your Business Development

Your profile acts as a sales page for you and your business — working 24/7. Result: Sales conversations start warmer, close faster.

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What You’ll Need Before You Start

Before you set up or overhaul your LinkedIn profile, have ready:

• Professional headshot (clear, high quality)

  
  

• Custom banner image (brand colours, tagline, or industry graphic)

  
  

• Clear positioning statement (who you help + how you help them)

  
  

• Core offers or services

  
  

• Key achievements and proof points

  
  

• Brand tone & voice guide

  
  

• Website and social links

First impression says “professional and approachable.”

How to Setup Your LinkedIn Profile:

Step-by-Step

Step 1: Create or Optimise Your Account

• Sign up at linkedin.com or log in.

• Use your full real name — no nicknames. 

Result: Professional credibility from the start.

Step 2: Add a Professional Photo & Banner

• Profile Photo: Neutral background, good lighting, genuine expression.

• Banner: 1584x396px graphic with your logo, tagline, or call-to-action. 

Result: First impression says “professional and approachable.”

Step 3: Craft a Headline That Sells

• Avoid “Owner at XYZ Pty Ltd.”

• Use: “Helping [Audience] achieve [Result] through [Method].” Example: Helping Australian retailers grow revenue with targeted digital strategy. 

Result: Immediate clarity and intrigue.

Step 4: Write an ‘About’ Section That Converts

Structure:

1. Hook (1–2 sentences)

2. What you do & for who

3. How you do it (your method)

4. Proof points (clients, awards, metrics)

5. Call-to-action (how they can work with you) 

Result: Visitors know exactly why they should connect.

Step 5: Fill in Experience & Skills Strategically

• Focus on achievements, not just responsibilities.

• Add multimedia (videos, links, PDFs).

• Select top 3 skills that align with your business goals. 

Result: Positions you as an authority in your niche.

Step 6: Customise Your URL

• Change from linkedin.com/in/john-smith-13453 to linkedin.com/in/johnsmith 

Result: Easy to share, looks professional.

Step 7: Activate Creator Mode

• Unlock features like “Featured” content, newsletter, and LinkedIn Live.

• Choose up to 5 topics you post about. 

Result: Boosts visibility and engagement.

Step 8: Add Contact Info & Links

• Include website, calendar booking link, and relevant social media. 

Result: Makes it easy for people to reach you.

Add contact links & info to make it easy for people to reach you.

What It Costs and How Long It Takes

1) Doing It Yourself

• Time: 2–4 hours setup

• Cost: Free (LinkedIn Premium optional at $59.99/month)

2) Hiring a Specialist

Option	Cost Range
Freelancer	$300 – $1,000/project
Consultant	$150 – $350/hour

Benefits of Hiring:

• Professional copywriting

• Branded graphic design

• Strategic keyword placement

• Faster setup & optimisation

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Common Mistakes Founders Make

Even smart founders blow this by rushing the setup. Fix these and your profile starts selling, not just sitting there.

Using a personal profile (or the wrong account type) You can’t access analytics, contact buttons, or ads on a personal profile — you’re flying blind. Switch to Business/Creator so you can measure, optimise, and scale.

Blurry logo or off-brand profile photo If your avatar looks cheap, people assume the brand is too. Use a crisp, centred logo (or pro headshot for personal brands) that’s recognisable at thumbnail size.

Clever bio that doesn’t say what you do Cute ≠ clear. In 5 seconds, visitors must know who you help, what you do, and where to click.

Dead or generic “link in bio” Sending traffic to a cluttered link tree or a vague homepage kills conversions. Point to a focused, on-brand landing page with 1–3 clear CTAs.

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What to Do Right Now

✅ Want expert help? Book a Profile Overhaul Session with Noize — we’ll write, design, and optimise your LinkedIn profile in one week and align your presence across all platforms. [Noize.com.au]

✅ Are you a StartUp ? Get the StartUp Deck — designed for Australian StartUp Businesses with over 30 years of experience that you can flip through [theStartUpDeck.com]

COMING in 2026...

✅ Download our LinkedIn Profile Optimisation Checklist — step-by-step actions to create a momentum that gets seen and gets results [ProDesk.com]

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FAQs

Do I need LinkedIn Premium? 

No — start free. Premium can help with InMail and advanced search.

Should I accept everyone who sends a request? 

No — prioritise relevant connections in your industry.

How often should I post?

 Minimum once per week, ideally 2–3 times.

What should my headline and About include?

Lead with your value prop + niche + outcome (e.g., “Helping Brisbane SMBs automate bookkeeping | Xero Specialist”). In About, write 3–5 lines: who you help, the problem, your solution, proof (results/clients), and a clear CTA.

Do I need a Company Page as well?

Yes—create one, link it as your current role (adds logo to your profile), and post 1–2×/week. Use it for case studies, hires, and product updates, then share key posts from your personal profile for reach.