The hero, the value pitch and the contact path. Your LinkedIn profile should be like a sales landing page. It’s the first thing a prospect sees when they click your name, the page that decides whether the conversation continues or stops.
Most profiles fail because they’re written for the wrong reader. They list what you’ve done, when you did it and where you studied. They never pitch the visitor on why they should care.
Jason Luboyera runs 360 DigiSales and growth for FDC, and he has spent close to a decade growing businesses through LinkedIn content. He scaled one company from 8 to 40 people on LinkedIn alone. He treats every founder’s profile like a landing page — and rebuilds it the same way every time.
The move: Write for the visitor, not the algorithm
People buy from people, not from company pages. Zoom’s CEO outperforms the Zoom company page on every engagement metric. Same for Branson versus Virgin. Put three to four times the effort into your personal profile, and make every element of it earn its place.
“Your profile should be aligned to your strategy — chasing enterprise clients means a different banner; chasing US clients means different words.”
How to turn your LinkedIn profile into a sales landing page
1. Get the hero section right
Above the fold on any landing page is the hero. On LinkedIn, that’s your banner, your profile photo, and your headline. Together, they decide whether a visitor scrolls or bounces.
Banner: a clear visual that signals who you are and what you do. Not a stock photo. Not a cropped beach shot. Profile photo: your face, visible, recognisable. An obscured photo doesn’t earn trust. Headline: not your job title. Pack it with keywords for search and a one-line value pitch for humans.
2. Lead the About section with value, not ego
The About section is where most profiles die. Founders open with their CV: “I’m the founder of X, previously at Y, studied at Z.” The visitor doesn’t care. They want to know what you do for people like them.
“Lead with the value you create for the reader — ‘this is how I help clients do X’ — not your university days or ‘I’m the best, I do this, I do that.’ People don’t enjoy ego.”
A short line of vulnerability up top (a former-career pivot, a hard lesson) earns the right to the value pitch that follows.
A line about you from someone else is worth more than every line you write about yourself. Recommendations are the most underused part of LinkedIn. Most founders have one or two from old colleagues. The active sellers have a steady stream.
The fix is embarrassingly simple. Ask. Aim for one or two new recommendations a month: “Ninety percent of people don’t get what they want only because they don’t ask.”
4. Make the contact path obvious and the basics clean
If a visitor wants to reach you and can’t find a way, they won’t. Fill in the contact section properly: real email, real phone if you take calls, the channel you actually monitor.
Then audit the small stuff. Do your company logos render properly? Are there spelling mistakes in your experience? Do dates line up? Online suspicion is high, and the slightest thing that looks shabby reads as a scammer.
The big payoff
A profile built like a landing page earns inbound. People who click your name find a reason to start a conversation instead of a reason to close the tab. Connection requests come pre-warmed. Cold reach-outs reply faster. The same number of profile visits produces materially more conversation
It takes one afternoon to rebuild. It compounds every time someone clicks your name for the next year.
Want the full playbook?
This is one tiny piece of LinkedIn 101, Jason’s full masterclass inside the Founder Collab. The full session shows you how to use LinkedIn as a real business-growth tool:
The Vision → Strategy → Tactics method Jason uses to build a LinkedIn approach that actually drives sales
The one-page LinkedIn strategy build — the strategic questions and the GPT workflow that turn answers into a plan
How to cold-message a CEO on LinkedIn without being a pest, and the follow-up cadence that gets a reply
The “walrus” comment strategy for getting noticed by high-value prospects who won’t accept your connection
The copywriting formulas (Problem-Aggravate-Solution, Before-After-Bridge) that turn ordinary posts into ones that get shared
You’ll also get access to 40+ other masterclasses from SA founders and operators on sales, fundraising, UX, paid media and more inside The Founder Collab.
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