LinkedIn Company Page About Section SEO: How to Write Copy That Drives Discovery
· how-to
Your LinkedIn Company Page About section is a 2,000-character field that most companies fill with a version of their website homepage copy — often written for a different audience, in a different tone, and with different goals. LinkedIn is not your website. Visitors who land on your Company Page are typically in discovery mode: they are evaluating whether to follow, whether to apply, or whether to reach out. The About section has a few seconds to answer their primary question.
Unlike a personal profile, a Company Page About section also directly affects whether LinkedIn shows your page in search results when someone searches for a company type, category, or keyword. This guide explains how to write Company Page About copy that works for both search and conversion.
How LinkedIn uses Company Page content in search
LinkedIn search indexes Company Page content including the company name, tagline, About section, specialties field, and industry category. When someone searches for a company type — for example, B2B lead generation software or talent management consulting — LinkedIn returns both people and pages relevant to that query. Your Company Page can appear in those results if the About section contains matching language. The Specialties field is particularly important: it is a dedicated keyword field that LinkedIn uses to surface pages in category-based searches.
- Fill in the Specialties field with the exact phrases buyers would use to describe your category.
- Use the About section to write in natural language that mirrors how your target audience describes the problem you solve.
- Include your geographic market if location is relevant to who you serve.
- Use your tagline to capture the single most important positioning statement in under 120 characters.
- Update the About section when your positioning, audience, or offer changes significantly.
Structure of an effective Company Page About section
With 2,000 characters (roughly 300 to 400 words), you have enough space to tell a complete positioning story. The best Company Page About sections follow a clear structure: an opening that names the category and audience, a middle that explains the approach or product, and a close that gives visitors a next step.
| Tool | Category | Best for | Price | Key strength |
|---|---|---|---|---|
| Opening paragraph | Section role | First-time page visitors | Critical | Names what the company does, who it serves, and what makes it different — in the first 2-3 sentences |
| Problem and solution | Section role | Buyers evaluating fit | High value | Describes the market problem and explains how the company addresses it — builds relevance and trust |
| Product or service description | Section role | Visitors considering purchase or partnership | High value | Names specific capabilities, tools, or outcomes — not generic claims like 'end-to-end solution' |
| Social proof signals | Section role | Visitors evaluating credibility | Supporting | Customer numbers, case studies, awards, or partnerships that establish market legitimacy |
| Call to action | Section role | Visitors ready to act | Essential | One clear next step — visit a website, book a call, browse open roles — not multiple competing CTAs |
Writing for multiple audiences
Company Pages attract at least three distinct audiences: potential customers evaluating your product or service, potential employees evaluating your company as a place to work, and investors or partners evaluating your market position. Your About section cannot serve all three equally. Prioritize the audience that matters most to your company's current goals. For most early-stage companies, that is buyers. For high-growth companies hiring actively, it may be talent. Once you know your priority audience, write the opening three sentences specifically for them.
Signals that attract buyers versus talent
- Buyers need: a clear description of the problem you solve, the audience you serve, how you work, and evidence that you have done it before.
- Talent needs: a sense of the company mission, team culture, growth stage, and what makes this a good place to build a career.
- Both benefit from: specificity over generality, real examples over marketing superlatives, and an obvious next step.
- Neither benefits from: jargon-heavy descriptions that say a lot while communicating little.
The Specialties field: your hidden keyword asset
The Specialties field on a LinkedIn Company Page accepts up to twenty comma-separated terms. This field functions like a dedicated keyword field and is indexed separately from the About section. Most companies either leave it blank or add five vague terms. The opportunity is to fill all twenty slots with the specific terms that buyers, recruiters, and partners would type when searching for companies in your category.
- Include your product category name in multiple forms: CRM, Customer Relationship Management, sales CRM.
- Include the types of companies you serve: B2B SaaS, enterprise software, professional services.
- Include specific features or use cases that differentiate you: lead scoring, pipeline forecasting, account-based marketing.
- Include integrations or ecosystems you belong to if buyers search by stack: HubSpot partner, Salesforce ISV, Slack app.
- Review competitors' Specialties fields for terms you may have missed.
How often should I update my LinkedIn Company Page About section?
Update it when your core positioning changes: a new product, a new target market, a rebrand, or a significant expansion. Revisit it at least once a year to make sure the language reflects current priorities and terminology.
Does LinkedIn Company Page content rank on Google?
Yes. LinkedIn Company Pages are indexed by Google. Searches for your company name, or in some cases your category, can surface your LinkedIn page in Google results. The About section is part of what Google indexes.
Can I add a call to action in the About section?
Yes. LinkedIn does not restrict URLs or CTAs in the About text. You can include a website URL and a brief instruction like 'Visit [url] to see case studies' at the end of the section. Just avoid making the entire About section a sales pitch.
What is the ideal length for a Company Page About section?
Between 200 and 400 words. Short enough to be read fully, long enough to answer the key questions a visitor brings. Use paragraphs rather than bullet lists — the About section renders as plain text on most devices.
Do Specialties keywords affect LinkedIn search ranking?
Yes. LinkedIn uses Specialties terms as signals when surfacing Company Pages in search results. Treat the Specialties field as a keyword tag list and populate it thoroughly with terms your target audience would search for.