Why You Should Optimize Your LinkedIn Services Section

Today, I took a fresh look at my LinkedIn Services section. Why? Because it’s one of those areas I hadn’t revisited in a while, and I realized I had missed an opportunity to showcase my expertise with rich media. This section is a hidden gem you should fully leverage if your career involves building trust and attracting clients.

Who Is the Services Section For?

The Services section is ideal for anyone who wants to use LinkedIn as a powerful business development tool. Think about these types of professionals:

• Business Owners: Entrepreneurs and small business owners can use this space to clearly outline their offerings and attract potential customers.
• Professional Services Providers: Attorneys, dentists, accountants, and others in service-based industries can describe how they serve their clients and what sets them apart.
• Consultants and Coaches: Use this section to highlight your specialties and share how you solve your clients’ challenges.
• Professional Speakers: Showcase your speaking topics, include videos of past presentations, and demonstrate your expertise.

What Can the Services Section Do for You?

While the Services section isn’t highly visible on your profile—viewers have to click to see it—it’s still a valuable space for showcasing your offerings. Here’s what it can do:

• Boost Discoverability: Adding keywords here increases your chances of being found for those services.
• Showcase Your Expertise: Describe the services you offer clearly and concisely.
• Add Social Proof: Use rich media like videos, images, and links to provide examples of your work, testimonials, or awards.
• Build Context: Help profile visitors quickly understand how you can solve their problems or meet their needs.

How to Optimize Your Services Section

If you’ve never used this section or it’s been a while since you updated it, here’s how to make it work for you:

1. Turn It On: Enable the Services section under the “Open to” menu on your profile.
2. List Your Services: Select services from LinkedIn’s limited menu. While you can’t customize this list, you can use the description field to elaborate and include keywords that highlight your expertise. Keep in mind the 500-character limit for your description, so make every word count.
3. Add Rich Media: Include up to 8 videos, images, or links that demonstrate your expertise, such as a presentation video, client testimonials, or a link to an article featuring your work. Use the description fields for each asset to include keywords and tell your story.
4. Keep It Current: Regularly update this section to reflect any new services, accomplishments, or assets you’ve created.

My Takeaway

After updating my own Services section, I’ve realized its potential to help you be found and make a strong impression—even if it’s not visually prominent. The 500-character limit, the limited menu of service options, and the need to click to view the section may feel constraining, but they also push you to be strategic. Use this space to showcase your services with clear descriptions and rich media, and take advantage of the opportunity to weave in your keywords. Make sure to use the available space to describe each asset you upload, as that’s where your keywords can shine and tell your story effectively.

If your role involves building trust and attracting clients, take some time to set up or revisit your Services section. It’s a small step that can make a big difference.

About the Author

Carol Kaemmerer is an internationally recognized expert in executive branding and LinkedIn strategy. Honored as one of the Top 8 Personal Branding Experts by MSN and one of the Top 6 by The American Reporter, Carol helps senior leaders and C-suite executives enhance their visibility and influence on LinkedIn. She is the author of the #1 best-selling LinkedIn for the Savvy Executive: Promote Your Brand with Authenticity, Tact and Power and a sought-after speaker, advisor, and mentor. Visit her website, LinkedIn, and C-Suite Network Advisor profiles to learn more.

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