Hola,
I once told a respected SEO expert I'd assumed he was an 18-year-old intern, because of his profile photo.
Three other people at the table said they'd thought the same thing.
Imagine how many people never became his clients because of that. Not because of his work, but because of how his profile looked.
And it's not only people. LinkedIn's algorithm reads your profile too, and uses it to decide who sees your posts.
Your profile gets judged before anyone reads a word you wrote. And most of us set it up once and never opened it again.
So I made a full video on it.
Every section of your profile, in the order a buyer's eyes move down the page.
This is the short version, plus the parts I'd fix first.
Your content is the ad, your profile is the landing page
When the ad is great and the landing page is confusing, nobody buys.
Someone reads your post, clicks your name, and gives your page about ten seconds. One question in their head: do I understand what this person does, and is it for me?
If the answer isn't obvious, they leave.
A consultant with 20,000 followers rewrote two things, his headline and his About section. Same posts, same frequency.
→ Reach up 226%
→ Engagement up 327%
→ A lead the same day
A member of my community fixed the keywords in his headline. His next post hit 8,000 views, after a 1,000 view ceiling he kept hitting. That one post brought 20 sign-ups to his SaaS waitlist.
Two fields. That's all they touched.
Start with your headline
It's the one field that talks to the algorithm and to a human at the same time.
Back in August I wrote about the five profile fields LinkedIn reads on every post. The headline is the only one of the five you get to write freely. It also follows you into every post and every comment you leave.
This is mine:
Every word has a job. The keywords my buyers search, the channels we run, and Speaker, because I want to keep getting invited to conferences.
That last one is worth stealing. Someone building a panel skims a lot of profiles fast, and "Speaker" gets you shortlisted just by being there. It costs you one word, and almost nobody adds it.
The formula has three parts, in this order:
What you help someone do
Who you help
Proof that backs it up
Neza, one of our community members, does this well.
What: battery thermal safety.
Who: BESS, EV and insurance risk teams.
Proof: EUR 30M in risk resolved.
There are more examples in the video.
Seeing a few side by side makes writing yours a lot easier.
Skip "Founder at X," "thought leader," and buzzword | buzzword | buzzword.
None of it gives the system anything to match, and none of it tells a human what you do.
The section that found me a $20,000-a-month client
LinkedIn's search bar is one of the worst I've used.
Buyers still use it, and most profiles give them nothing to find.
A $20,000-a-month client first found me through it, because of a section most profiles leave empty. That same consultant got a prospect through search the week he rewrote his headline.
I show which section it is in the video, plus a second job it does that almost nobody uses.
Your featured section is a trampoline
Your photo, banner, headline and About section all exist to get someone here.
Its job is to bounce people off LinkedIn and into something you own. Your newsletter, a booking link, a lead magnet.
LinkedIn owns your followers. Accounts get restricted, and the algorithm shifts under you. An email address stays yours.
Most of us pin our best post there because it looks good. That post already got its views. Give the space to something that gets someone onto your list or onto a call.
If you want more than one, give each a different temperature:
→ Cold: someone who just found you (a free tool, your newsletter)
→ Warm: someone warming up (a case study)
→ Hot: someone ready to talk (a booking link)
If you only have 20 minutes
Do it in this order:
1. Headline. The only field doing both jobs.
2. Industry and title. Two dropdowns, two minutes, and they ride along with every post.
3. Featured section and custom button. This is where visitors turn into leads.
4. About section. Hook, problem, solution, proof, then tell them what to do next.
5. The section from the video. Keywords your buyer would search, plus testimonials.
6. Photo and banner. Last, because you usually need a designer or a photographer.
Then run the test. Send your profile to someone who doesn't know what you do. Give them ten seconds, and ask them what you do and who it's for.
If they can't tell you, fix that before you post anything else.
Want a shortcut? I built a free profile optimizer. Paste in your profile, and it scores every section, flags where LinkedIn cuts you off, and rewrites your headline, About, featured section, experience and industry pick.
No sign-up needed this time. You're already on my list, so here's the direct link. You just need a free Claude account to run it.
On October 28, I'm teaching the whole system live
Your profile is where people land. On October 28, I'm showing everything that gets them there, start to finish, live and free.
→ Your expertise is the content
→ One client call turned into 3 pieces
→ The 4 parts between attention and clients
→ A look inside my inbox, zero outreach
Wednesday, October 28. 11am ET. Free.
Register and you get 3 things right away:
→ My Claude ghostwriter setup
→ The hook writer skill (304 hooks)
→ The LinkedIn profile optimizer
Show up live and you're in the draw for a 1:1 call with me (worth $500).
Save your free spot → webinar.diandraescobar.com
Talk soon,
D.
P.S. The video covers the parts I didn't fit in here: banners, the About template, and a link trick in your experience section almost nobody uses. → Watch it here