How to set up a company page in LinkedIn
Apr 22, 2025By Lorna Walker
Why a LinkedIn company page is essential
A LinkedIn company page is no longer just a nice-to-have for your business—it's a dynamic digital storefront with the potential to improve brand visibility, attract leads and talent, and build thought leadership. Even if you're a freelancer or one-person business, having a separate company page is crucial for professional credibility.
Your LinkedIn company page often appears alongside your website in Google search results, making it vital for SEO and establishing legitimacy. With LinkedIn's focus on video content (which increased 600% in 2024) and enhanced messaging features, company pages have become powerful marketing tools for businesses of all sizes.
Key benefits of having a LinkedIn company page include:
- Enhanced professional credibility and trust
- Improved search engine visibility
- Direct messaging capabilities with potential customers
- Access to company page analytics and insights
- Employee advocacy opportunities
- Content distribution to professional audiences
Before you start: requirements and preparation
Before creating your LinkedIn company page, ensure you meet the basic requirements and have all necessary materials prepared.
Prerequisites for creating a company page
- An active personal LinkedIn profile (you cannot create a company page without one)
- Professional email address associated with your business
- Legal authority to act on behalf of the organisation
- Company logo and banner image ready in correct dimensions
- Complete business information including website and contact details
Materials to prepare in advance
Having these materials ready will make the setup process much smoother:
- High-resolution company logo (300 x 300 pixels minimum)
- Professional banner image (1128 x 191 pixels for company pages)
- Compelling company description (up to 2,000 characters)
- Tagline or headline (up to 120 characters)
- Industry classification and company size information
- Website URL and other relevant links
Step-by-step company page setup process
Follow this detailed process to create your LinkedIn company page correctly from the start.
Step 1: Access the company page creation tool
Sign in to your personal LinkedIn account and navigate to the company page creation area:
- Click on the "For Business" icon in the upper-right corner of your LinkedIn homepage
- Scroll down and click "Create a Company Page +"
- You'll be taken to the page creation screen with different options
Step 2: Choose your page type
LinkedIn offers different page types based on your business needs. Select the most appropriate option:
- Small Business: Suitable for companies with fewer than 200 employees
- Medium to Large Business: Ideal for companies with more than 200 employees
- Showcase Page: Used for creating sub-pages under a larger business page
- Educational Institution: For universities, colleges, and schools
Step 3: Complete essential business information
Fill out all required fields with accurate, up-to-date information:
Basic details
- Company Name: Enter your full legal business name
- LinkedIn Public URL: Create a custom URL (e.g., linkedin.com/company/yourcompanyname)
- Website: Add your official company website URL
- Industry: Select from LinkedIn's dropdown list
- Company Size: Choose the appropriate employee range
- Company Type: Specify if privately held, public, non-profit, etc.
Visual branding
- Company Logo: Upload a high-resolution square image (recommended 300 x 300 pixels)
- Banner Image: Add a professional banner (1128 x 191 pixels for company pages)
- Tagline: Write a compelling description (up to 120 characters)
Optimising your company page for success
Once your page is created, optimisation is crucial for maximising its effectiveness and visibility.
Writing an effective company description
Your company description (About section) is prime real estate for SEO and persuasion. Include:
- Clear explanation of what your business does
- Key benefits and value propositions
- Relevant industry keywords for searchability
- Contact information and location
- Company mission and values
Completing additional sections
Fill out all available sections to present a comprehensive business profile:
- Locations: Add all business locations with accurate addresses
- Company Updates: Plan your first few posts
- Featured Section: Highlight up to three important company posts
- Employee Information: Ensure employees link to your page correctly
Setting up page administrators
Add trusted team members as page administrators to help manage content and engagement:
- Go to your company page admin settings
- Add administrators by their LinkedIn profile
- Assign appropriate permission levels
- Ensure all admins understand posting guidelines
Image specifications and sizing guide
Using correct image dimensions ensures your company page looks professional across all devices and platforms.
Company page image requirements
| Image Type | Dimensions | File Format | Max File Size |
|---|---|---|---|
| Company Logo | 300 x 300 pixels (minimum) | PNG, JPEG, GIF | 8 MB |
| Banner Image | 1128 x 191 pixels | PNG, JPEG, GIF | 8 MB |
| Post Images | 1200 x 1200 pixels | PNG, JPEG, GIF | 8 MB |
| Link Preview | 1200 x 627 pixels | PNG, JPEG | 8 MB |
Image design best practices
- Use high-resolution images to avoid pixelation
- Ensure text is readable at small sizes
- Maintain consistent branding across all images
- Test how images appear on mobile devices
- Keep important elements away from edges to avoid cropping
Setting up company page messaging
The messaging feature transforms your company page into a customer service touchpoint, enabling direct communication with potential and existing customers.
Enabling messaging
To activate messaging on your company page:
- Navigate to your company page admin view
- Go to page settings
- Enable messaging functionality
- Set up automated welcome messages
- Assign team members to monitor messages
Messaging best practices
- Respond to messages within 24 hours
- Use professional, helpful language
- Have clear escalation procedures
- Track common questions for content ideas
- Integrate with your customer service processes
Initial content strategy and posting
Your company page needs regular, valuable content to build an audience and establish thought leadership.
Planning your first posts
Start with a mix of content types:
- Company introduction: Welcome post explaining your business
- Behind-the-scenes: Team photos and workplace culture
- Industry insights: Share relevant news and commentary
- Customer stories: Testimonials and case studies
- Educational content: Tips and how-to guides
Posting frequency and timing
LinkedIn data shows that posting weekly leads to a two-times lift in engagement. Start with:
- 2-3 posts per week minimum
- Post during business hours (Tuesday-Thursday work best)
- Use LinkedIn's scheduling feature for consistency
- Monitor analytics to find optimal posting times
Video content strategy
With video engagement up 600% in 2024, incorporate video content:
- Short company updates (30-60 seconds)
- Product demonstrations and tutorials
- Employee spotlights and interviews
- Behind-the-scenes workplace content
- Industry event coverage
Understanding company page analytics
LinkedIn provides comprehensive analytics to help you understand your page performance and audience engagement.
Key metrics to monitor
- Page views: Number of times your page was viewed
- Unique visitors: Individual users who visited your page
- Follower growth: Rate of new followers over time
- Post engagement: Likes, comments, shares, and clicks
- Demographic data: Industry, job function, and location of followers
Using analytics to improve performance
Regular analysis helps optimise your strategy:
- Identify top-performing content types
- Understand your audience demographics
- Track follower growth trends
- Optimise posting times based on engagement
- Measure ROI of content efforts
Common mistakes to avoid
Learning from common pitfalls helps ensure your company page setup and management are successful from the start.
Setup mistakes
- Incomplete profiles: Leaving sections empty or with minimal information
- Poor image quality: Using low-resolution or inappropriate images
- Generic descriptions: Copying competitor descriptions instead of crafting unique content
- No employee connections: Failing to link employees to the company page
- Inconsistent branding: Using different logos or colours across platforms
Content mistakes
- Overly promotional content: Constantly selling instead of providing value
- Irregular posting: Long gaps between posts hurt engagement
- Ignoring engagement: Not responding to comments and messages
- Wrong content format: Using incorrect image sizes or video formats
- No call-to-action: Posts without clear next steps for readers
Growing your company page followers
Building a substantial follower base takes time and strategic effort, but several proven techniques can accelerate growth.
Organic growth strategies
- Employee advocacy: Encourage employees to share and engage with company content
- Cross-platform promotion: Share LinkedIn content on other social media channels
- Email signatures: Include your LinkedIn page link in email signatures
- Website integration: Add LinkedIn follow buttons to your website
- Networking events: Promote your page at industry events and conferences
LinkedIn-specific growth tactics
- Auto-invite feature: Use Premium's auto-invite for engaged users
- Personal network invitations: Invite personal connections to follow the page (250 per month limit)
- Content engagement: Actively engage with other companies' content
- LinkedIn groups: Share valuable content in relevant industry groups
- Hashtag strategy: Use relevant hashtags to increase discoverability
Measuring follower quality
Focus on attracting relevant followers rather than just increasing numbers:
- Monitor follower demographics to ensure relevance
- Track engagement rates relative to follower count
- Analyse which content attracts the most valuable followers
- Adjust strategy based on follower feedback and behaviour
Next steps and ongoing management
Setting up your LinkedIn company page is just the beginning. Success comes from consistent management, regular content creation, and continuous optimisation based on performance data.
Your company page should be treated as a dynamic marketing asset that requires ongoing attention. Regular updates, employee engagement, and strategic content creation will help you build a strong professional presence that attracts customers, partners, and talent.
Remember that LinkedIn is constantly evolving, with new features and capabilities being added regularly. Stay informed about platform updates and be ready to adapt your strategy to take advantage of new opportunities for business growth.
Struggling to implement these strategies in your own business? You're not alone. Join our training webinars designed specifically for small and medium businesses ready to take their digital marketing to the next level. View our complete list of upcoming topics and training sessions.
