How to Turn Your LinkedIn Featured Section into a Powerful Shop Window

Your LinkedIn profile is more than just a digital resume—it’s your personal storefront, a place to captivate and convert your audience. One of the most underutilized tools in this space is the Featured section. Think of it as your shop window—a prime spot to showcase your business, grab attention, and guide visitors toward action. Yet, I see so many business owners, coaches, and consultants missing out on its potential. Let’s change that.

Here’s how to leverage the Featured section to tell your story, promote your business, and connect with your audience—complete with actionable ideas and a strategy that works.

Why the Featured Section Matters

I like to call the Featured section a shop window because it’s the first thing people notice when they stroll by your profile. It’s your chance to display your best offerings, highlight your value, and invite people in with compelling calls-to-action (CTAs). Whether you’re a solopreneur or a seasoned consultant, this space can work wonders for your brand—if you use it right.

5 Ways to Make Your Featured Section Shine

1. Highlight Your Products and Services
   Draw in potential clients by showcasing what you do best. Add eye-catching images, short videos, or detailed descriptions of your offerings. This isn’t just about listing features—it’s about painting a picture of how you solve problems and deliver value. Make it clear, make it visual, and make it irresistible.

2. Promote Special Offers or Discounts
   Got a limited-time deal or a hot promotion? Feature it front and center. This is your megaphone to announce savings, spark curiosity, and drive action. A well-timed offer can turn a casual visitor into a committed customer.

3. Share Case Studies or Testimonials
   Nothing builds trust like proof. Use this section to spotlight success stories, client wins, or glowing reviews. Show the results you’ve delivered for others, and let potential clients imagine what you could do for them. Real stories resonate—and they sell.

4. Turn It Into a Blog or Landing Page
   Think beyond static content. Use the Featured section as a mini-blog to share updates about your business—new projects, company milestones, or product launches. It’s also a clever spot for a campaign-specific landing page that directs traffic exactly where you want it to go.

5. Show Off Your Portfolio, Awards, and Certifications
   Got a killer portfolio or shiny credentials? Flaunt them! Displaying your work, accolades, or certifications builds credibility and sets you apart. It’s a subtle yet powerful way to say, “I’m the real deal.”

The Secret Sauce: Serve Both Ends of the Funnel

To truly maximize your Featured section, cater to both your cold leads (Top of the Funnel, or TOF) and your warm leads (Bottom of the Funnel, or BOF). Here’s how:

• TOF (Top of the Funnel): These are the newcomers—your target audience just starting to notice you. They’re curious but not sold yet. Win them over with high-value, low-commitment offers like free newsletters, guides, e-books, templates, cheat sheets, audits, surveys, or samples. Give them a taste of your expertise without asking for much in return.

• BOF (Bottom of the Funnel): These are your loyal followers—people who’ve been with you a while, trust you, and are ready for more. Offer them high-ticket options like discovery calls, books, paid memberships, or courses. They’re primed to invest, so make it easy for them to take the next step.

Keep It Fresh, Keep It Focused

Your Featured section isn’t a set-it-and-forget-it tool. Update it regularly with new content that reflects your current goals and resonates with your audience. Whether it’s a seasonal promotion, a fresh testimonial, or a hot-off-the-press guide, keep the energy alive. And don’t forget those CTAs—tell people exactly what to do next, whether it’s “Download Now,” “Book a Call,” or “Learn More.”

Your Story Starts Here

The Featured section is your chance to craft a narrative that draws people in and keeps them coming back. It’s not just about what you offer—it’s about why it matters. So, take a look at your LinkedIn profile today. What’s in your shop window? Is it working as hard as it could be? With a little strategy and creativity, you can turn this space into a storytelling powerhouse that drives results.

Ready to get started? Your audience is waiting.