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WE HAVE TO TALK ABOUT YOUR “ABOUT” SECTION…
i rewrote a client’s About section last Tuesday.
took me 11 minutes.
by friday, she had 2 inbound DMs from founders asking about her product. she’d had zero the month before. same profile photo. same job history. the only thing that changed was those 5 sentences.
People treat the About section like a bio. Or worse, a boiler plate of their company messaging. maybe they see it as a mini resume. a place to list credentials and drop buzzwords about being “passionate” and “results-driven.”
nobody reads that.
your About section has one job: make the reader think “whoa, this is a real person and they GET me” and then tell them what to do next.
here’s a 5 sentence framework that works for any founder, seller, or business professional:
Sentence 1: Call out your audience. who do you help? Be specific. “If you’re a B2B founder doing $1-5M in revenue...” immediately tells the right person to keep reading and the wrong person to move on. both are good outcomes.
Sentence 2: Name their problem. not your solution. their pain. “...you probably know your LinkedIn could be driving leads, but every post feels like you’re shouting into the void.”
Sentence 3: Bridge to what you do. one line. “I fix that.”
Sentence 4: Give proof. a number, a result, a client outcome. “I’ve helped 40+ founders turn their LinkedIn into an authority and inbound engine books calls while they actually work.”
Sentence 5: Tell them what to do. a clear CTA, or offer. “DM for a free profile audit.”
see? five sentences.
there are a dozen About section frameworks that work, and this is one of my favorites.
if inbound leads are your goal, go to your profile right now. read your About section out loud. if it sounds like a resume, rewrite it using this framework. takes 11 minutes (or less).
TRENDSPOTTER
Document posts are weirdly outperforming carousels. i’ve been watching this for a few weeks and the pattern is clear. creators uploading a simple PDF (not a designed carousel, just a clean doc with plain text tips) are pulling wild engagement.
why? my theory: they feel less “produced.” less like content marketing. more like someone sharing their actual notes. LinkedIn’s audience is getting wise to the polished carousel format. a simple document with a bold title and a few pages of real advice feels raw and trustworthy by comparison.
Try this: take your best-performing post from the last 30 days. turn the tips into a simple Google Doc. export as PDF. upload it as a document post with a hook like “I made a cheat sheet for [thing]. Steal it.” See what happens.
(and tag me in it because i also want to see what happens!)
LLM traffic converts 3× better than Google search
58% of buyers now start their research in ChatGPT or Gemini, not Google. Most startups aren't showing up there yet.
The ones that are get cited by the AI tools their buyers, investors, and future hires already use. And they convert at 3×.
Download the free AEO Playbook for Startups from HubSpot and get the exact steps to start showing up. Five minutes to read.
THE STEAL
a friend of mine lost a potential client last month because she didn’t have a lead magnet.
prospect landed on her profile, clicked to the Featured section and found... nothing useful. just a pinned post. they later DMd my friend and told her they looked to see if she had a newsletter, a website, a booking link or even an article to learn more.
that featured section is gold. it can take the audience from lurker to customer if you’re smart about it. you just need a good resource + a way to capture their email.
here’s a framework for a lead magnet that converts on LinkedIn:
Pick one problem your audience has. not three. one.
Solve it in a 1-page PDF. a checklist, a template, a cheat sheet. nothing longer. but make it good. something someone would be like “wow, i would have paid for this.” but make it free.
Gate it with email capture. no $$ just your email. you can host it wherever as long as you can snag that @.
Pin it in your Featured section. this is the highest-traffic real estate on your profile after your headline.
the PDF doesn’t need to be beautiful. it needs to be useful.
aaaand there ya go. a profile that’s working for you while you’re working for… whoever you work for.
kloveyoubye
Know someone who needs to fix their LinkedIn? Forward this to them. They’ll get one tip like this every week.
— Zo