If you’re running a B2B SaaS company and your Linkedin company page is just a digital brochure, you’re missing the point—and probably a lot of leads. This guide’s for founders, marketers, and anyone who wants their LinkedIn presence to actually do something useful: attract the right people, build trust, and drive conversions. No fluff, no vague “thought leadership,” just what works.
Step 1: Get the Basics Right (Seriously, Don’t Skip This)
A lot of SaaS companies blow this step. They throw up a logo, write three sentences, and call it a day. Here’s what you actually need:
- Logo: Use your real logo, sized for LinkedIn (300x300px is safe). No pixelated, weirdly cropped images.
- Banner image: Don’t waste this space. Show your product in action, a clear value prop, or even a customer testimonial. Canva templates are fine if you’re not a designer, but don’t look generic.
- About section: This is your pitch, not your company history. Use one or two sentences to say who you help and what problem you solve. Example:
“We help HR teams at mid-size tech companies automate payroll in minutes, not hours.” - Website and contact info: Fill these out. People actually click these.
Pro tip: Avoid buzzwords. Words like “innovative,” “cutting-edge,” or “world-class” mean nothing. Be specific.
Step 2: Nail Your Tagline and Description
This is what people see first—don’t waste it. Your tagline should answer: “What do you do, and for whom?”
- Good: “Automated onboarding for remote software teams.”
- Bad: “Revolutionizing HR through digital transformation.”
Your description can be a little longer—2-3 short paragraphs. Cover: - The core problem you solve - Who benefits (be specific—industries, company sizes) - How you’re different (real differences, not just “better support”) - A call to action (Visit the site, book a demo, whatever is most direct)
What to ignore: You don’t need your founding story here. Save that for a blog post. Keep it practical.
Step 3: Use Custom Buttons and CTAs Wisely
LinkedIn lets you add a custom button (“Visit website,” “Contact us,” etc.). Pick the one that matches your main conversion goal. For most SaaS companies, “Visit website” works best—don’t overthink it.
If your sales process is high-touch (demos, calls), try “Contact us.” But don’t link to a generic homepage—point to a specific landing page or demo signup.
Pro tip: Track clicks on this button with UTM parameters. If you’re not measuring, you’re guessing.
Step 4: Build Out Your Showcase Pages (But Only If They Add Value)
Showcase Pages let you highlight specific products or initiatives. They’re useful if: - You have distinct products for different audiences. - You run major campaigns or sub-brands that need their own space.
Don’t:
- Create a Showcase Page for every feature.
- Set them up and forget them. Empty pages look abandoned.
Stick with one page unless you have a clear reason—not “just because LinkedIn lets you.”
Step 5: Content Strategy—Quality Over Quantity
Posting daily for the sake of it is a waste of time. Here’s what actually works:
- Share customer stories: Real results, not just testimonials. Screenshots, short videos, or a quick before/after.
- Product tips or mini-demos: Show how your SaaS solves real problems. Keep it short and specific.
- Industry insights: Share a stat or trend, but add your take—not just a link dump.
- Team posts: People connect with people. Introduce team members or share behind-the-scenes, but don’t get too “rah rah.”
What doesn’t work:
- Endless “We’re hiring!” posts
- Sharing generic blog posts with no context
- Automated content with no personality
Consistency matters: Once or twice a week is fine. If you can’t sustain daily, don’t start.
Step 6: Get Employees Involved (Without Forcing It)
Your team’s networks are way bigger than your company page’s. Encourage—but don’t require—employees to:
- Add your company as their employer (keeps your page visible)
- Share or comment on key posts (especially launches, milestones)
- Mention your product in their own words (authenticity beats scripts)
How to help: - Give them talking points, not copy-paste templates. - Highlight wins internally so people see the value.
Don’t guilt-trip people who don’t want to post about work. Forced “employee advocacy” usually backfires.
Step 7: Optimize for Search—Yes, Even on LinkedIn
People do search LinkedIn for solutions. Here’s how to show up:
- Use keywords your buyers would actually use (not just your product name)
- Mention your core use cases and industries in the About section
- Fill out all fields—industry, company size, specialties
Ignore:
- Keyword stuffing. It looks spammy and LinkedIn’s algorithm isn’t dumb.
Step 8: Social Proof—Show, Don’t Tell
Don’t just say you’re trusted—prove it. Easy wins:
- Add logos of real customers to your banner, About section, or posts (get permission)
- Share short quotes or video snippets from users
- Highlight awards if they’re legit and recognizable (skip the “Top 30 SaaS Startups in Boise” stuff)
What not to do:
- Fake reviews or testimonials (people can spot them)
- Overhyped numbers (“10,000% YoY growth!”) unless you can back them up
Step 9: Analyze and Iterate
Most companies set up their LinkedIn page and never look back. If you want conversions, you have to check what’s working.
- Use LinkedIn’s analytics to see which posts get real engagement (not just impressions)
- Track clicks to your site or signup page
- Double down on what works, cut what doesn’t
If you’re not getting traction:
- Revisit your messaging—are you being clear and specific?
- Try different content formats (video, polls, text posts)
- Ask customers what they’d want to see
Step 10: Don’t Fall for the Hype
You’ll hear lots of advice about “hacking the algorithm,” “going viral,” or “maximizing reach.” Most of it’s noise.
- You don’t need thousands of followers. You need the right ones.
- Don’t buy followers or engagement. It’s useless for B2B SaaS.
- Ignore anyone selling guaranteed LinkedIn growth.
Focus on real connections and clear messaging. That’s what gets demos, not just likes.
Keep It Simple. Iterate.
Don’t overcomplicate this. A high-converting LinkedIn page is just clear, specific messaging and steady, useful content. Set up the basics, post things that help your customers, and tweak as you go. If you try to make it perfect from the start, you’ll never launch. Just get it live, watch what works, and improve over time. That’s how you actually win.