Your LinkedIn Profile is a Dating App (And You’re Swiping Left on Sales)
Profile optimisation to showcase the best version of you
Would You Go on a Date with Someone Who Has No Profile Picture? A blind date where you have no idea what the person looks like. Maybe they’re great, or maybe you’re counting the minutes until you can escape. Would you take that chance? Now, think about LinkedIn. Would you connect with someone whose profile picture is an anonymous grey silhouette?
First Impressions without a Single Word. You walk into a room and before anyone speaks, they’ve already formed an opinion of you. Body language, style, and presence all send a message. Now think about your LinkedIn profile picture. Is it presenting the best version of you?
Don’t Get Catfished on LinkedIn. Ever been excited about meeting someone online only to realise they’re nothing like their profile suggested? Now think about your experience section on your LinkedIn profile. Be real. If you’re an expert, show it, post insights, share stories, and engage. LinkedIn should reflect how you actually show up in the real world.
I know you're eager to dive into growth hacks, scrape emails, and automate LinkedIn, thinking it will lead to instant sales.
But that’s like being single and expecting to fall in love tomorrow. You can’t predict who you’ll meet or the unexpected encounters that will happen, but you can prepare yourself so that when the moment arrives, you’re at your best.
The same applies to LinkedIn. You need to be intentional about how people perceive you the moment they land on your profile. With over a billion users, LinkedIn is a noisy space, and whether you're looking to raise investment, find new opportunities, or close deals, first impressions dictate your success.
In just half a second, people decide whether to trust, engage, or scroll past you, its an instinctive defence mechanism built into our brains.
Think about a first date. Someone walks in, and before they even speak, you’re already forming opinions. Are you leaning in, excited to learn more, or mentally creating an escape plan?
While it’s not a dating app, the rules of perception still apply to LinkedIn.
Today I'm making sure your first impression isn’t left to chance, because if you don’t control it, someone else will.
The 80/20 Rule of Profile Optimisation
In case you're unfamiliar with the Pareto Principle, here’s a quick lesson. Also known as the 80/20 rule, it suggests that 80% of results come from just 20% of efforts.
When it comes to your LinkedIn profile, this means that focusing on the top section, your profile picture, tagline, and banner, can create the biggest impact with the least effort. Get those elements right, and you’ll set the tone for success before anyone even scrolls down.
1. Clean up Your LinkedIn URL
Your default LinkedIn URL probably has a mess of random numbers. Fix it. Click “Edit public profile & URL” and make it clean: first name-last name. If that’s taken, add a keyword bespoke to the industry you are in. Small tweak, big difference.
Think of this like arriving on a date, and before you even sit down, they move your chair for you and take your coat. It’s not a grand gesture, but it shows they care about the details.
Your LinkedIn URL might seem minor, but it’s one of those small things that signals professionalism and attention to detail before someone even scrolls through your profile.
2. Profile Picture: Show Your Face, Show Trust
Would you trust a LinkedIn request from a faceless profile? Didn’t think so. Your photo should be:
Head and shoulders (no full-body shots)
Clear background (use pfpmaker.com if needed)
No sunglasses, no blurry selfies, no wedding pics
Make eye contact, because eyes build trust
I understand why people love using a picture of themselves giving a talk, it shows authority, credibility, and expertise. But this is not the right place for this: if your face is too small or you’re looking away from the camera, it’s missing the key ingredient of trust.
Imagine sitting across from someone and being told you can only look into their eyes, no talking, no expressions, just eye contact. Totally strange! But in that moment, you can still pick up on their energy, their warmth, their confidence, or even their discomfort.
The same applies to a LinkedIn profile picture. A genuine smile and eye contact can reveal more about your personality than words ever could, making it easier for people to connect with you before they even read a single line of your profile.
Also pay attention to colour or the lack of it. Your profile picture should be the main focus, so eliminate any distractions in the background.
Think about how colour can work to your advantage, just like Kaythlin Das does with the warm, inviting orange of HubSpot. It creates instant recognition and makes her profile stand out. Plus, her photo is not just visually striking but also feels authentic, which makes people more likely to engage.
3. Background Image: Don’t Waste That Space
Your background image should do one of two things:
Show your personal brand (a clean, professional design that represents you)
Show your work (a tagline, company logo, or a clear ‘what you do’ message)
Think of your background image like the entrance to a high-end restaurant. If you walk in and the décor is bland, the tables are wobbly, and the lighting is harsh, you’ll wonder if you made the right choice. But if it’s inviting, stylish, and immediately gives you a feel for the experience ahead, you’re already impressed before you’ve even seen the menu.
Your LinkedIn background image works the same way. A well-designed, professional banner signals confidence, credibility, and clarity about what you do. It’s the first thing people subconsciously judge, so make it a good one.
4. Tagline: The Most Important Line on Your Profile
Most people get this wrong. Your tagline should answer: Who you are, what you do, and why it matters.
Simon Sinek’s 'Golden Circle' framework explains that people don’t buy into what you do, they buy into why you do it. When creating your tagline, don’t just state your job title, help people understand your deeper mission. The why is what creates trust, attracts interest, and makes people want to work with you.
Imagine being at a party. The dullest question you can ask someone is, So, what do you do? It leads to forgettable small talk.
Instead, ask, Who are you? That’s where the real conversation begins. Your LinkedIn tagline should be like that, inviting engagement, curiosity, and connection instead of just listing credentials.
Bad: Founder at GrowthTech
Better: Founder at GrowthTech | Helping Startups Scale with AI-Driven Sales
Best: Founder at GrowthTech | AI-Driven Sales Strategies | Ex-Footballer Turned Growth Nerd (adds a conversation starter!)
Your LinkedIn profile is yours, not your company’s. It should reflect your personality, what makes you unique, and why people should be excited to connect with you.
If you've ever heard of "peacocking" (yes, a pick-up artist technique, but stay with me), it's about making an impression in a way that sparks curiosity. Your profile should do the same.
Take inspiration from Laura Haldane: Co-Founder @ SciLeads | Game of Thrones Extra | Women in Tech Entrepreneur of the Year.
It’s professional yet personal, memorable yet credible.
That’s the goal, create a tagline that makes people want to start a conversation with you.
Still not convinced?
Try this, think back to the very first words you ever said to your partner, spouse, or significant other.
What was that first interaction?
Can’t remember? Exactly.
Because the exact words weren’t what mattered, it was that the conversation started, and from there, everything else followed.
The same applies to your LinkedIn tagline. It’s not about creating the perfect phrase; it’s about giving people a reason to start a conversation with you. Make it approachable, make it intriguing, and most importantly, make it you.
The About Section: Tell a Story, Not a Job Description
Your About section isn’t just a summary of your career, it’s your personal pitch, your digital handshake, and your chance to connect with people before you even speak to them. It should read like a great conversation, not a dry list of qualifications.
Think about meeting someone new. If they introduce themselves by listing every job they’ve had since university, you’d tune out, right? But if they tell you why they do what they do, share a story about what drives them, and drop in something interesting that makes you want to ask more, that’s engaging. That’s what your About section should do.
A great way to write it? Use storytelling. Break it down into three parts:
Past: What led you to where you are today? What defining moments shaped your journey?
Present: What are you working on now? What excites you about your work?
Future: Where are you headed? What impact do you want to make?
If you’re struggling to structure it, try this quick hack. On your LinkedIn profile, go to Resources, then Save to PDF. This will turn your LinkedIn profile into a structured CV-style document.
Upload that file into ChatGPT and use this prompt:
With a few tweaks, you’ll have an About section that doesn’t just tell people what you do, it makes them want to connect with you."
The Featured Section: Show, Don’t Tell
Think about your LinkedIn Featured section like telling stories on a date. If someone asks about you, do you just list off your job title and responsibilities?
No, you talk about experiences, places you’ve traveled, festivals you’ve attended, and hobbies that make you interesting. Why? Because these details help people get to know the real you and make them want to connect further.
Your LinkedIn profile works the same way. Don’t just say you’re experienced, show it. When people scroll through your profile, they’re looking for proof that you’re someone worth knowing, working with or trusting. Your Featured section is where you bring that story to life.
Here’s what to include:
Your best LinkedIn posts – Like sharing your best travel stories, showcase posts that highlight your expertise, insights, and personality. Make it easy for people to see how you think.
Case studies or testimonials – Think of this like friends vouching for you on a date. When other people endorse your credibility, trust builds quickly.
A link to your newsletter, lead magnet, or website – This is the equivalent of handing someone a ticket to your next adventure. It gives them a way to stay engaged with you beyond the first interaction.
By curating this section well, you create a version of yourself that’s not just a list of accomplishments but a story people want to be part of. Make them curious, make them interested, and most importantly, make them want to start a conversation with you.
Experience & Recommendations: Let others Sell You
Instead of listing job titles, add impact:
What the company does
Your achievements (with numbers)
How people can contact you
My hack to company recommendations is to get recommendations from colleagues, clients, or bosses. A quote from a past manager about your leadership or a client sharing how you solved a major problem carries more weight than just listing skills. It’s the difference between someone saying, I’m funny and a group of people laughing at their jokes, it proves credibility in a way no bullet point ever could.
If you tell someone on a first date that you’re adventurous, they might take it with a pinch of salt. But if you casually mention the time you went skydiving, attended a festival in another country, or did a solo road trip, they’ll believe it.
A great recommendation does the same, it shows instead of tells, making people trust and respect your expertise before they even meet you.
Now it’s your turn. Give your LinkedIn profile the attention it deserves, because right now, you might be swiping left on opportunities without even realising it.
Nobody gets a second date (or a sales call) with a profile that screams “I have no idea why I’m here.” The best connections happen when you show up like you belong, make it obvious what you bring to the table, and give people a reason to say, “Tell me more.”
Sales is about attracting the right people by making your value impossible to ignore.
So, if your LinkedIn profile were a dating app bio, would it be getting matches or left on read? Show it some love, update it, and share it in the comments, I’ll take a look and give some feedback.