How to Create and Manage a LinkedIn Business Page

A LinkedIn business page (LinkedIn calls it a Page) is a free company profile that sits alongside your employees’ personal profiles. To set one up, sign in with a personal LinkedIn account, choose the option to create a company Page from the business menu, add your company name, public URL, website, industry, size, logo and tagline, then complete the About section and invite colleagues as admins. Once it’s live, keep it accurate and post regularly, because it’s often one of the first results people see when they search your company name.

This guide covers setup, the fields that matter for search and credibility, how to run the page without it going stale, and what to do when a duplicate or unauthorized page appears.

Why a LinkedIn business page matters for your reputation

LinkedIn is a large, widely linked site, so a complete company Page often ranks on the first page of Google for your brand name. That makes it one of the few search results you control directly. If the top results for your company include an old news story or a complaint thread, a well-maintained LinkedIn Page is one more accurate result competing for that space.

It also does work beyond search. Candidates check it before applying. Prospective clients, especially in B2B, check it to see whether you’re a real, active business with real people behind it. Journalists and investors look at it for headcount, leadership and recent news. An empty page with a pixelated logo and a last post from three years ago sends the wrong signal to all of them.

For a broader view of how a Page fits with your website, Google Business Profile and other owned channels, see our guide to controlling your brand search results.

Before you start: what you need

• A personal LinkedIn account. Pages are created and managed by individual members. LinkedIn applies eligibility checks to the account that creates a Page, such as using a real name and having an established profile, so use the account of someone who will stay with the company.
• The official company name and website. Use the name customers actually search for. If your legal name differs from your trading name, the trading name is usually the right choice, with the legal name mentioned in the About section.
• A logo and a cover image. A square logo that reads clearly at small sizes, and a wide cover image that fits LinkedIn’s current recommended dimensions.
• A short description. A plain summary of what you do, who you serve and where you operate.
• A work email on your company domain. It isn’t always required to create a Page, but it helps with verification and makes it easier for LinkedIn to connect you to the organization.

Creating a LinkedIn business page, step by step

LinkedIn adjusts its menus from time to time, but the process for creating a LinkedIn business page has stayed broadly the same:

1. Check for an existing page first. Search LinkedIn for your company name, old names and common misspellings. Former employees sometimes type a company name into their profile in a way that creates a placeholder, and someone may already have created a Page. Claiming or fixing an existing one is better than creating a duplicate.
2. Open the business menu and choose to create a company Page. On desktop this sits under the “For Business” menu. LinkedIn will ask what type of Page you want: a company, a showcase page for a brand or product line under an existing company, or an educational institution.
3. Fill in the core details. Company name, the public LinkedIn URL (for example, linkedin.com/company/yourcompany), website, industry, organization size and organization type. Choose the URL carefully: short, recognizable and matching your brand.
4. Add your logo and tagline. The tagline appears under your name in many places, so make it a plain description (“Commercial HVAC installation and maintenance in Ohio”) rather than a slogan.
5. Confirm you’re authorized. LinkedIn asks you to confirm you have the right to act on behalf of the organization. Only create a Page for a company you represent.
6. Complete the About section. Add a full overview, locations, phone number, founding year if you want it shown, and specialties. This text is what search engines and LinkedIn’s own search read most closely.
7. Add a cover image and a call-to-action button if one fits, such as visit website or contact us.
8. Invite other admins before you do anything else (see the next section).

Admin roles: don’t let the page belong to one person

A common LinkedIn Page problem is simple: the only admin left the company and nobody can edit the page. LinkedIn does have a process for requesting admin access to an orphaned Page, but it takes time and requires evidence you’re authorized.

LinkedIn offers different admin roles, typically a full-access role that can manage everything including other admins, and more limited roles for posting content or viewing analytics. A sensible setup:

• At least two people with full access, one of them a senior person who isn’t likely to leave soon.
• Content roles for the marketing or HR staff who post day to day.
• Analyst access for anyone who only needs reports.
• A quarterly check of the admin list, removing anyone who has left or changed roles.

If you work with an agency, give them a limited role, not full control, and make sure your own people keep the top-level access.

Profile fields that help search and credibility

Field	What to do	Why it matters
Name	Match the name customers search for	Helps the Page rank for brand searches and avoids confusion with similarly named firms
Tagline	Plain description of what you do and where	Shows in search snippets and under your name across LinkedIn
About overview	Several short paragraphs covering services, customers, locations	Main text search engines and LinkedIn search read
Website	Your main domain, not a campaign landing page	Connects the Page to your site and signals it’s official
Locations	Every office or service area that matters	Helps local candidates and clients find you
Industry and size	Accurate, updated as you grow	Used in LinkedIn search filters
Logo and cover	Current branding, clear at small sizes	First visual sign of legitimacy

LinkedIn also offers Page verification for eligible organizations, which adds a verification indicator to the Page. Where it’s available to you, it’s worth doing, because it helps visitors tell your official Page from look-alikes.

Connect your people to the page

A company Page looks much more credible when real employees are linked to it. That happens when staff list the company as their current employer on their personal profiles and select the Page from the dropdown, rather than typing the name as free text. Free-text entries don’t link to your Page and can create orphan placeholders.

Ask employees, especially leadership and customer-facing staff, to check their experience entry points to the right Page. Don’t require it; many people have their own reasons for keeping a low profile online. Leaders who want their own profiles to rank for their names can use our guide to LinkedIn profile SEO.

What to post, and how often

A Page that posts nothing looks abandoned. A Page that posts only promotions gets ignored. Aim for a steady, modest rhythm you can keep up, such as one to three posts a week, mixing:

• Company news: new services, locations, partnerships, awards you genuinely received.
• Hiring and culture: open roles, new hires, team events, what a day in the role involves.
• Useful expertise: short explanations of problems your customers face and how to think about them.
• Responses to public events: where it’s relevant, a calm, factual update, for example after a service outage or a news story about your company.

Keep posts factual. Anything you publish on a company Page is a public statement from the business and can be screenshotted, so it should meet the same standard as a press release. If a post attracts hostile replies, our guide to negative comments on LinkedIn covers when to reply, hide, report or leave them.

A worked example: a regional engineering firm

This is an illustrative scenario. A 60-person engineering firm finds that a search for its name shows its website, a directory listing with an old address, and a forum thread criticizing a project from years ago. Its LinkedIn presence is a placeholder created when an employee typed the company name into their profile.

1. The operations director creates a proper Page with the firm’s trading name, logo, website and a detailed About section covering its services and the three states it works in.
2. She adds the managing partner and the marketing coordinator as full admins, and gives two project leads content access.
3. The firm asks staff to relink their experience entries to the new Page. Most do within a few weeks.
4. It reports the placeholder to LinkedIn as a duplicate, following LinkedIn’s help process.
5. It posts twice a week: project completions (with client permission), hiring updates and short explainers on permitting.

Over the following months the Page becomes one of the stronger results for the firm’s name. The forum thread is still there, but it’s one of several results rather than one of three, and people who click through to LinkedIn see an active, staffed company.

Duplicate, outdated and fake pages

Duplicate pages confuse candidates and split your followers. Fake pages, set up by impersonators or scammers posting fake job ads, are a more serious problem because they can be used to collect personal information from job seekers in your name.

• Duplicates you control: LinkedIn has a process for requesting that duplicate Pages be merged or removed, usually through its help center. You’ll need admin access to the Page you want to keep.
• Pages you don’t control: Use the report option on the Page and LinkedIn’s help forms for unauthorized or impersonating Pages. Include evidence you represent the real company, such as a work email on your domain.
• Fake job ads in your name: Report each posting, add a line on your careers site explaining where your real openings are listed, and consider a short post on your official Page warning candidates. Our guide to online impersonation covers the wider steps.
• Old companies: If a business has closed or merged, update the Page to say so and point to the successor, or request deactivation through LinkedIn’s help process, rather than leaving it to decay.

Common mistakes

• One admin. When that person leaves, the Page is stuck.
• Creating a new Page instead of fixing the old one. You end up with two half-finished Pages.
• A slogan for a tagline. “Excellence in everything” tells searchers nothing.
• Letting it go quiet. A last post from years ago makes people wonder if you’re still trading.
• Buying followers or engagement. Fake followers break LinkedIn’s rules, add nothing, and are easy for visitors to spot.
• Arguing in comments. Public back-and-forth on your Page becomes part of your search results.

If you’d like help making LinkedIn part of a plan to push accurate results up for your company name, our search result suppression service builds and maintains the owned profiles that compete for page one.

Frequently asked questions

Is a LinkedIn business page free?

Yes. Creating and running a standard LinkedIn company Page is free. LinkedIn sells optional paid products, such as advertising and premium Page and recruiting features, but you don’t need them to set up a Page, post updates or show up in search.

Can I create a LinkedIn business page without a personal profile?

No. Pages are created and managed by individual LinkedIn members, so you need a personal account that meets LinkedIn’s eligibility checks. Add at least one more admin so the Page isn’t tied to a single person.

How long does it take for a LinkedIn Page to show in Google?

It depends on how often Google crawls LinkedIn, how complete the Page is and how competitive your company name is. Many Pages appear for brand searches within weeks, but there’s no fixed timeline, and a Page for a common name may take longer.

What's the difference between a company Page and a showcase page?

A company Page represents the organization. A showcase page is an affiliated page for a specific brand, product line or initiative that sits under the main company Page and has its own followers and posts. Most small businesses only need the main Page.