Housing Professional’s Guide to Creating and Optimizing a LinkedIn Company Page

Published January 6, 2021
Last updated January 11, 2021

LinkedIn has quickly become one of the top social networking sites for professionals. With almost 700 million active users it’s the place to be for housing professionals that want to grow their following and business connections.

Let’s take a look at a few facts:

  • LinkedIn has a lead conversion rate three times higher than every other ad platform, including Google Ads
  • 55% of those decision-makers use content to decide which organizations to work with.

Whether you’re a building product manufacturer looking to build brand partnerships, a remodeler looking for business connections, or a homebuilder looking for customers or employees, having a LinkedIn company profile is a must.

Why housing professionals need LinkedIn company pages


LinkedIn may not sound as glamorous and exciting as other social media platforms like Instagram, Facebook, or even Pinterest. But it’s equally important for brand growth and building a trusting audience.

Here’s why housing professionals need a company LinkedIn page.

It helps your search engine visibility

Just like any other web page, LinkedIn company pages rank on Google and any other search engine results page. Having a page can help your company rank higher in search results, improving the chances of potential customers finding you.

It helps you build your online community

LinkedIn provides an opportunity to build a community online with other LinkedIn members. You can connect with other business professionals, employees, and customers. Fostering a business community can open doors for new partnerships and establish your company as a professional in the housing industry.

It helps you maintain your brand’s online image

One of the best ways to position yourself as a credible leader in your industry is to have a consistent brand image across all online platforms. LinkedIn company pages are another place to build your online presence and showcase your values, mission, goals, and achievements.

It helps you connect with possible future employees

Unlike other social platforms, LinkedIn is driven by career and work-related interactions, content, and connections. It’s a great space to grow interest in your job opportunities and find new employees that fit well with your company. You can share company updates, news, and post job openings, making it easy to discuss topics important in your industry, meet new business connections, and hire the right people.

How to create a LinkedIn company page

If you don’t have a company page on LinkedIn yet, follow the easy steps below. Already have one? Skip this section for tips to optimize your page for better engagement!

1. Create a personal LinkedIn profile

To create a company page on LinkedIn you’ll need a personal profile first. If you already have a personal profile skip to step two.

Setting up a personal LinkedIn account:

  1. Go to LinkedIn.com and click on ‘Join now’ in the top right corner.
  2. Enter your email and a password, then click on ‘Agree & Join’, or click on ‘Join with Google’.
  3. Finish setting up your personal profile.

2. Create a LinkedIn page

Once you sign in to your account, click on the ‘Work’ tab in the upper right corner of your dashboard. At the bottom of this menu, you’ll see ‘Create a Company Page +’. When you click on this you’ll be taken to a page where you can create a new LinkedIn page.

3. Choose your company size

You’ll see four options on this page, but housing professionals will want to choose between small business, or medium to large business, based on employee size.

4. Complete your company profile

Regardless of the size of your company, you’ll be taken to the same page to fill out details about your business, which include:

  • Business name: use the same company name you use on your website and other social profiles.
  • LinkedIn public URL: This field will be automatically filled in as you type in the name field to keep details consistent.
  • Website URL
  • Industry: LinkedIn offers a drop-down menu of industry options to help categorize your business. Housing professionals will likely choose building materials, construction, or a real estate option. This category will show up on your company page, so make sure to choose the most relevant industry. Searching for your competitors to see what category they use can help.
  • Company size
  • Company type
  • Logo
  • Tagline: You have 120 characters here to describe what your company does. Using a similar or identical description from your other social sites works great. You can edit this information at any time.

While only a few of these details are required to complete your profile, we recommend filling out all fields possible to help optimize your profile. As you enter information you can see a preview of your page on the right side of your screen.

5. Complete your company LinkedIn page

Once you’re done filling in your company details, verify your authorization to create the page and click ‘Create page’.

You’ll then be taken to an administrative view of your company page where you can make additional changes and add more information like a longer description, company location, phone number, cover photo, and hashtags. LinkedIn offers a checklist of actions to make sure you don’t miss any areas and completing some of these tasks makes extra features available to you to help you grow your page’s following like content suggestions.

Tips to optimize your LinkedIn company page

Now that your LinkedIn company page is created, it’s time to optimize it for improved visibility and engagement. Here are a few tips to make the most of your page:

1. Fill in all your page details

LinkedIn has stated that company pages with full details get 30% more views. Completed profiles look more professional and legitimate, encouraging LinkedIn members to engage with you.

2. Pay special attention to your page photos

Visuals are important for branding and professionalism. Your logo and cover photos are the first things people see when they come across your page so you want them to make a good impression. Make sure your logo is up to date and of high quality. Your cover photo should reflect your company’s other social profiles or website to maintain a consistent look.

3. Take advantage of the call to action button

On your LinkedIn company page, there is a space for a call to action under your logo. You can customize this button by clicking on the pencil icon next to it and choosing an option from the drop-down menu.

As a housing professional you’ll likely want your button to be ‘Visit website’ or ‘Learn more’ (like Avid Ratings has) and link it to your homepage. You can also link to landing pages, registration forms, or specific pages on your website if you want your page visitors to take a very specific action.

4. Add LinkedIn icons to your website

LinkedIn offers a variety of logos you can place on your website and link to your LinkedIn company page. Connecting social media sites to your website makes it easy for visitors to find your LinkedIn page and learn more about your business.

5. Get your employees involved

Employee advocacy has a huge impact on brand reach on LinkedIn. According to LinkedIn’s data, employees have an average of 10 times more 1st-degree connections than a company has followers. A first-degree connection is someone you’ve directly connected with because you accepted their invitation to connect, or they’ve accepted yours. More connections means more people will be looking at, engaging with, and possibly sharing your content. 

Encourage your employees to follow the company page and engage with it. Not just liking and commenting on posts, but sharing your content on their personal profiles for their connections to see. 

6. Invite your connections to follow

Once the company page is up and running you can send an invitation to your personal LinkedIn connections asking them to follow the page. Click on ‘Admin Tools’ in the upper right corner dropdown menu of your dashboard, then select ‘Invite Connections’. This is a great way to boost your following from the start.

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