Make Sure Your LinkedIn Profile Calls the Prospect to Action

Discover how to invite your reader to reach out to you via your summary on LinkedIn.

May 27, 2015


The first section of your LinkedIn profile that people see is the summary. It should come right out and say that you are open to conversations with people who could benefit from a professional relationship with you, and it should say how to start that conversation.

The kind of “call to action” language we’re talking about— simple but routinely overlooked by salespeople—might read like this: Connect with me on LinkedIn if you want to talk about (X) (where X is the problem you solve or the value you add).

That’s the first, and most important, call to action you should build into your profile. If possible, include your email and telephone information.

Other Calls to Action

In addition to your summary’s invitation to connect, you should consider building other calls to action into your profile, both direct and indirect. A direct call to action could be an invitation to request a special report of direct interest to your target audiences. An indirect call to action might be a link to some kind of rich media that directs to a landing page that captures information about your prospect.

Whatever “freemium” you offer as a call to action, it should be linked directly to the problem you solve and the value you and your organization add by solving that problem.

Unless your target audience is exclusively domestic, avoid “calls to action” that mention specific countries, currencies or localities. Remember, your LinkedIn profile is accessible to over 300 million professionals in over 200 countries and territories.

Many summaries on LinkedIn are too short! You have plenty of room to include a strong call to action in your summary. A summary of more than 40 words dramatically increases your likelihood of turning up in a LinkedIn search. (Source: LinkedIn Sales Solutions)

Make the Call to Action Crystal Clear

People need to know the next steps in your purchase process, and your LinkedIn profile should offer at least one such next step. Make it simple. Make it impossible to miss. Make it easy to take.

If you don’t give people a clear call to action, they won’t know what to do with the information, insights or intelligence you have provided or hinted at in your profile. The call to action should give them a chance to find out a little more about what working with you would be like.

If potential clients are in any way confused about what to do after seeing your message, they will decide to look elsewhere for answers—probably your competition’s website.

The Bottom Line

Make sure there is a clear process in place for people whose interest you’ve aroused with your LinkedIn profile. For instance, using a hyperlink: To get our free white paper on the three most common mistakes people make when handling X challenge, click here.

David Mattson is the CEO of Sandler Training, an international training and consulting organization headquartered in the United States. Since 1986, he has been a trainer and business consultant for management, sales, interpersonal communication, corporate team building, and strategic planning throughout the United States and Europe.

Copyright © 2015 Sandler Systems, Inc. All rights reserved. Sandler and Sandler Selling System are registered service marks of Sandler Systems, Inc. Please visit our web site.

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