---
name: linkedin-profile-optimizer
description: "Optimizes LinkedIn profiles with headline formulas, about section copywriting, experience descriptions, and keyword strategy."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# LinkedIn Profile Optimizer

## When to Use This Skill

Use this skill when you need to:
- Optimize a LinkedIn profile for visibility, credibility, and inbound opportunities
- Write compelling headlines, about sections, and experience descriptions
- Build a keyword strategy that helps the right people find you
- Transform a resume-style profile into a client-attracting or opportunity-generating asset

**DO NOT** use this skill for LinkedIn content strategy, LinkedIn ads, or LinkedIn company pages. This is for personal profile optimization only.

---

## Core Principle

YOUR LINKEDIN PROFILE IS NOT A RESUME — IT IS A LANDING PAGE FOR YOUR PROFESSIONAL BRAND, AND EVERY SECTION MUST ANSWER THE VISITOR'S QUESTION: "CAN THIS PERSON HELP ME?"

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Profile goal** | "What do you want your profile to attract? (clients, job offers, partnerships, speaking)" | Client inquiries |
| **Target audience** | "Who should find your profile and be compelled to reach out?" | No default — must be provided |
| **Current profile** | "Share your current LinkedIn URL or profile content." | No default — must be provided |
| **Key achievements** | "What are your 3-5 most impressive results with numbers?" | No default — must be provided |
| **Keywords** | "What terms should people search to find you?" | No default — research based on role and industry |
| **Tone** | "Professional and formal, or conversational and approachable?" | Conversational and approachable |

**GATE: Confirm the brief before optimizing.**

---

## Phase 2: Audit

### Profile Audit Scorecard

```
| Section | Current Status | Score (1-5) | Priority Fix |
|---------|---------------|-------------|-------------|
| Headline | [Current] | | |
| Profile photo | [Current] | | |
| Banner image | [Current] | | |
| About section | [Current] | | |
| Experience | [Current] | | |
| Featured section | [Current] | | |
| Skills and endorsements | [Current] | | |
| Recommendations | [Current] | | |
| Custom URL | [Current] | | |
```

### Keyword Research

```
## Target Keywords
**Primary (use in headline and about):** [3-5 keywords]
**Secondary (use in experience and skills):** [5-8 keywords]
**Industry terms:** [3-5 industry-specific keywords]

Source: [Job postings for the roles your audience holds, competitor profiles, LinkedIn search suggestions]
```

**GATE: Present the audit and keyword strategy for approval.**

---

## Phase 3: Write

### Headline (120 characters max)

```
## Headline Formulas

**Formula 1:** I help [audience] [achieve result] | [Credential]
Example: "I help SaaS startups double their pipeline through content | Former Head of Content at 2 YC companies"

**Formula 2:** [What you do] for [who] | [Proof point]
Example: "Business Systems for Solopreneurs | Helped 200+ entrepreneurs automate their ops"

**Formula 3:** [Title] | [Outcome you deliver] | [Keyword]
Example: "Fractional CMO | Revenue Growth for B2B SaaS | Demand Generation Expert"
```

Rules:
- Lead with value to the reader, not your title
- Include at least one primary keyword
- Use the pipe symbol (|) to separate phrases
- No emojis unless the industry norm supports it

### About Section (2,600 characters max)

```
## About Section Structure

**Paragraph 1 — Hook (2-3 sentences):**
[State the problem your audience faces. Use "you" language.]

**Paragraph 2 — Solution (2-3 sentences):**
[What you do and how you solve that problem.]

**Paragraph 3 — Proof (3-4 sentences):**
[Key achievements with specific numbers. Client results or your own.]

**Paragraph 4 — Background (2-3 sentences):**
[Brief career context that explains your expertise. Not a resume.]

**Paragraph 5 — CTA (1-2 sentences):**
[What you want them to do next: DM, email, book a call, download a resource.]

**Keywords line (optional):**
[Specialties: keyword 1, keyword 2, keyword 3, keyword 4]
```

### Experience Section

For each role, write 3-5 bullet points:

```
## [Title] at [Company]

[One-sentence role summary focusing on scope and impact]

- [Achievement with measurable result]
- [Achievement with measurable result]
- [Achievement with measurable result]
```

Focus on the most recent 2-3 roles. Older roles get 1-2 bullets or a brief summary.

### Featured Section

```
## Recommended Featured Items (3-5)
1. Lead magnet or free resource landing page
2. Best-performing LinkedIn post or article
3. Media appearance (podcast, interview, article)
4. Case study or portfolio piece
5. Website or booking link
```

---

## Phase 4: Polish

### 1. Profile Optimization Checklist

```
- [ ] Headline uses primary keywords and communicates value
- [ ] Professional photo (clear face, good lighting, appropriate dress)
- [ ] Custom banner image with tagline or CTA
- [ ] About section is written in first person with "you" language
- [ ] About section includes a clear CTA
- [ ] Experience bullets start with power verbs and include metrics
- [ ] Featured section has 3-5 relevant links
- [ ] Skills section lists top keywords (reorder to match priority)
- [ ] Custom URL is set (linkedin.com/in/yourname)
- [ ] At least 3 recommendations from credible contacts
- [ ] Creator mode enabled (if content strategy is active)
```

### 2. Quick Wins

Improvements that take less than 10 minutes each:
- Update headline from job title to value statement
- Replace profile photo with a professional headshot
- Add a custom banner image
- Reorder skills to match your keyword priority
- Turn on Creator Mode and select 5 topics
- Set a custom URL

### 3. Ongoing Optimization

```
## Monthly LinkedIn Profile Maintenance
- [ ] Update any new achievements or results
- [ ] Refresh Featured section with recent content
- [ ] Request one new recommendation per quarter
- [ ] Check that all links work
- [ ] Review keywords against current industry trends
- [ ] Update headline if positioning has shifted
```

---

## Example 1: Client-Attracting Profile (Consultant)

```
Headline: "I help B2B SaaS companies build content engines that generate pipeline | $12M+ in client revenue attributed to content"

About (opening): "Your content team is producing posts, blogs, and newsletters. But your pipeline is flat. Sound familiar?

That's because most B2B content is built for engagement, not revenue. I fix that.

Over the last 5 years, I've helped 40+ SaaS companies turn their content into a consistent pipeline driver. The results: $12M+ in attributed revenue, 3x average increase in inbound leads, and content systems that keep working long after our engagement ends."
```

## Example 2: Job-Seeking Profile (Executive)

```
Headline: "VP Operations | Scaled 3 SaaS companies from startup to $50M+ | Building teams and systems that grow"

About (opening): "I build the operational backbone that lets SaaS companies scale without breaking.

Three times, I've taken a growing company with brilliant founders and chaotic operations and turned it into a machine — systems that scale, teams that perform, and costs that stay under control.

The results: $50M+ in combined company revenue, 200+ employees hired and developed, 40% average reduction in operational costs."
```

---

## Anti-Patterns

- **Job title as headline** — "Marketing Manager at Acme Corp" tells the visitor nothing about the value you provide.
- **Resume-style about section** — third-person, duties-focused text that reads like a cover letter. Write in first person with "you" language.
- **No CTA** — a profile without a call to action leaves interested visitors with no next step.
- **Empty Featured section** — the most valuable real estate on your profile, and most people leave it blank.
- **Generic skills list** — "Microsoft Office" does not differentiate you. Prioritize skills that match your keyword strategy.
- **No recommendations** — recommendations from credible contacts are social proof. Ask for them actively.

---

## Recovery

- **User has no achievements to highlight:** Focus on scope (team size, budget, projects) and qualitative impact (what changed because of their work).
- **Profile is for job seeking but currently employed:** Optimize quietly — update headline to include keywords, improve about section, but avoid "Open to Work" badge if discretion is needed.
- **User is in a niche industry:** Use industry-specific keywords heavily. In niche markets, keyword specificity is more important than broad appeal.
- **No professional headshot:** Take a well-lit smartphone photo against a plain background. Dress professionally, look at the camera, and crop from chest up. Professional shoot is ideal but this works as a start.
