Your profile needs to tick two boxes:
- It needs to be found when people carry out searches for your key skills
- It needs to get people's attention when they visit and keep them engaged for long enough to understand the benefits of working with you.
To turn up in searches you will need to optimise your profile.
- Ensure that your professional headline includes two or three of your core skills.
- Use the summary section to present your company services (and/or products) in an attractive way, highlighting the core deliverables with keywords.
- Rewrite your experience so that each position contributes keywords to your current deliverables wherever possible.
- Review the list of endorsements and select only the ones that are your specialisms and remove the rest. This will position you as an expert rather than a generalist.
This makes your profile much more focused and full of keywords and relevant content.
To engage the human reader you'll need to:
- Your professional headline should include a statement that helps your ideal client to recognise themselves. (Mine says 'Helping time-poor entrepreneurs to communicate with impact') If they see something that looks like it relates to them most people will explore further.
- Use headlines and eye-hooks (graphics like stars or diamonds) in the summary section to keep the reader engaged and draw their attention to key pieces of information.
- Position your previous experience to highlight transferable skills. People aren't interested in a list of the tasks you used to carry out, but are more likely to find relevant achievements, projects you've delivered and contracts you won useful to give them an idea of your energy and drive.
- Ask your clients to write recommendations for your current role so you have plenty of third party validation.
These are all things that keep people engaged and give them information that's of interest TO THEM.
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