Think About Your About Section on LinkedIn

Maximize the 2,600 characters to showcase your knowledge and client successes.

Perhaps the most valuable area of your LinkedIn profile is the About section.

When people visit your profile on LinkedIn, they spend 52% of their time there.

Given the high visibility of this section, plus its ample room for a narrative of 2,600 characters, DO NOT leave that free space crying for more details.

There are two segments of the About section:

1. An introductory paragraph of 270-320 characters before a reader clicks see more.
2. A detailed recitation of your knowledge, skills and client successes.

Accordingly, use that space for the maximum benefit:

• Write long.
• Use bullet points.
• Break the text into short paragraphs.

The About section confirms you are ideally the person who will solve the reader’s problem.

Promote your experience from their perspective: Audience, Problem, Benefit.

• Explain what you do.
• Show what motivates you as a professional to serve clients.
• Give a brief example of a client success.
• Indicate specific industries that you focus on.Close with a Call to Action.

Begin with the short section that summarizes why clients work with you. Include a quick Call to Action, as in this example of a forensic accountant:

"Executives learn of fraud and financial malfeasance too late. They can only try to stop their losses. They must investigate the situation and implement new procedures to prevent a recurrence. That’s where Falk Forensic Services steps in. Call me at 347-256-9141 to review your fraud situation. see more"

Did these 292 characters pique your interest enough to want to click and see more?

Now, having established the primary area of your services, explain what you do and for whom. Focus on the reader, who will identify with the situations and clients cited:

"Falk Forensic Services works at the juncture of accounting, business and law, providing:

• Rapid response and deployment of resources
• Personal attention and hands-on approach to client service
• Actionable recommendations and assistance in implementation

Clients in diverse industries contact me to:

• Preserve enterprise value
• Identify and manage risks arising from fraud, litigation and regulatory investigation
• Assist in recovering assets"

Show what motivates you as a professional to serve clients:

"Clients recognize I care passionately about the health of their business, so I evaluate their financial strength and risks. By working closely with all the stakeholders and addressing their concerns, I can prevent and deter fraud and financial risks before they occur."

Summarize a client success:

"For example, a veterinarian noticed an increase in overtime pay to her staff. Upon closer examination, she figured out the bookkeeper was logging unauthorized extra hours and receiving additional pay. The bookkeeper had altered time-keeping records.

Working closely with the veterinarian, I figured out how the records were doctored. The next day, the bookkeeper overheard a conversation between the veterinarian and the office manager about personnel records. He resigned the following day when he realized his fraud was discovered."

Indicate specific industries that you serve:

"My industry expertise includes:

• Healthcare practices
• Law firms
• Retail
• Transportation, among others"

Close with a Call to Action and contact information:

"The sooner we speak, the sooner you will be on the path to recover your lost assets, get back on track with policies that safeguard your business and forge ahead with your plans for growth, without fixating on your loss. Call 347-256-9141 for a free consultation."

Use this example as a template to revise your About section.

This Month's Tip

People will keep reading your About section until they lose interest. Fill the space with 2,600 characters. Why shortchange yourself with only a summary paragraph?

Contact

Write your About section about yourself, yet keep the reader in mind. Get the Three Steps for More Success on LinkedIn e-book (50 pages) here.?Contact me at [email protected], make an appointment here or call me at 212.677.5770. When it’s about your LinkedIn profile, let’s give ‘em something to talk about.