When people see you in the search results or land on your LinkedIn profile, are they clicking through to learn more about you? Are they then sending you connection requests?
If you answered No or I don’t know, your headline may be to blame.
Your LinkedIn headline is the MOST critical part of your profile because, along with your name and profile photo, it is the first thing people see when they find you in the search results or land on your profile.
The role of your LinkedIn headline is to get your ideal clients’ attention and make them want to learn more about you. Your headline will determine whether they will click on your profile to learn more or leave.
You have only seven seconds to impress a potential connection before they click away – 7 seconds to impress!
In this article, you’ll learn how to capture your prospects’ attention in the most valuable part of your profile. It’s time to turn your LinkedIn headline from boring to attention-grabbing.
LinkedIn Headline Tips: Go From Boring to Memorable
1. Include the keywords you want to be found for in your LinkedIn headline
Having an impressive LinkedIn profile that doesn’t get found in the search results is useless. Including keywords within your headline increases the chances of your profile showing up higher in the search results.
At some point, someone will search for what you offer. If you don’t show up in those searches, you are losing those leads.
I am sure you are familiar with how people search on Google. How they search on LinkedIn, however, is a little different.
Often, on Google people search for information, whereas on LinkedIn they search for a person.
For example, if someone is looking on Google for information on how to create an excellent LinkedIn profile, the person might use the keyword phrase how to write a good LinkedIn profile.
On LinkedIn, they’ll be searching for someone to teach them how to do that or someone to write their LinkedIn profile for them. In this case, the person might use search phrases such as LinkedIn expert, LinkedIn consultant or LinkedIn profile writer.
People will often look for title-based keywords on LinkedIn. That’s why it’s essential that you include these kinds of keywords in your headline.
One big mistake I see people make is they try to be creative or funny with their headlines. They write their LinkedIn headlines from their perspectives.
Instead, they should speak the language of their ideal prospects or use terms their prospects may use in their searches.
Pay attention to the words and phrases your ideal clients use because this is the language you want to include in your profile. After all, your goal is to help them understand you are someone who could help them, so tell them about it in their language.
Do your homework, and use your ideal clients’ language in your profile. Your headline and profile will resonate with them, and you will make it easier for them to find you in their searches.
2. Determine the LinkedIn headline style that is right for you
You can take several approaches to creating an effective headline.
I teach people three different styles of LinkedIn headlines. Choose one depending on what’s most appropriate for your expertise, industry and target market.
The three headline styles are:
- client-centric – use it if your top goal is to attract more clients using LinkedIn
- ego-centric – use it if you have an established personal brand/career, or you’re an influencer, a high-level executive or someone in the public eye
- mission-centric – use it if you are building a company brand or have a mission bigger than you.
Client-centric LinkedIn headlines
When writing a client-centric headline, you want to address what you offer and to whom. The power of the client-centric headline is that you can tell your ideal clients you are someone who can solve their problems.
I work with several target markets. The primary one is B2B companies with sales teams. The first LinkedIn headline example below would speak to B2B companies with sales teams.
The second example is also client-centric as it speaks to a niche I serve in the Public Sector, which is Investment Promotion Agencies (IPAs). These Government agencies are tasked with attracting foreign direct investment (FDI) to their regions. I provide FDI LinkedIn training to help them connect with decision-makers via LinkedIn.
Client-centric LinkedIn headline examples:
Example 1: I help sales professionals ditch cold calls for warm calls and leverage LinkedIn and social selling to fill their pipeline.
Example 2: I help Investment Promotion Agencies and Professionals attract Foreign Direct Investment (FDI) using LinkedIn.
Ego-centric LinkedIn headlines
A well-written LinkedIn headline that showcases you and your accomplishments, increasing your credibility is very powerful.
An ego-centric headline helps you build your authority and establish trust with your prospects.
While the ego-centric headline might not capture your ideal clients’ attention in quite the same way as the client-centric headline might, it can make the connection process easier.
This type of headline is more likely to put your potential connections at ease and increase the likelihood that they’ll accept your connection requests for two reasons:
- they will be impressed by your accomplishments
- they will not be concerned that you’ll try to sell them something.
Here are a couple of examples of ego-centric LinkedIn headlines. You will notice that in both examples the author highlighted their accomplishments and awards. These accomplishments are very effective in quickly building and showcasing the author’s credibility.
Ego-centric LinkedIn headline examples:
Example 1: Helped build one of Canada’s high-tech success stories | Inc. Fastest Growing 50 | Canada Award for Business Excellence
Example 2: Recipient of 2018 Forty Under 40 | 2018 Fastest Growing Companies (3963% Growth) | Inc. 5000
Mission-centric LinkedIn headlines
A mission-centric headline is appropriate if you or your company has a big mission that your target market would be interested in and inspired by.
To write a mission-centric headline, use your position title, company name and its mission or vision statement.
Mission-centric LinkedIn headline example:
Example: CEO of NTI Nano Technology Corp – a disruptive technology that is changing the way roads are built worldwide.
3. Make use of your 120-character limit
You have only 120 characters to write your LinkedIn headline, so it is vital to maximize them.
You might be able to create a headline with fewer characters, but by not making use of as many characters as you can, you may be losing the opportunity to be found for a keyword you didn’t include or further establish your credibility.
You do not need to choose one LinkedIn headline style. You could incorporate two styles using your 120 characters.
For example, in my headline, I could include “Int’l #1 Bestselling Author” (ego-centric) as well as “I help Investment Promotion Agencies and Professionals attract Foreign Direct Investment” (client-centric).
The key is to make your LinkedIn headline compelling enough so that people click on your profile or accept your connection request.
Watch this YouTube video I made on How to Write a Captivating LinkedIn Headline.
4. Ensure your LinkedIn headline stands out
Scrolling through the search results, will your lead, prospect or connection notice your LinkedIn headline?
It is not enough to show up in the search results as you will be competing with many other profiles there. Your headline needs to capture your prospect’s attention and make them want to click on your profile to learn more. An attention-grabbing, intriguing statement will encourage them to click on your profile.
Three tips to craft a compelling LinkedIn headline:
- Make sure your ideal clients can quickly identify that you offer what they’re looking for.
- Use LinkedIn Advanced Search with your chosen keywords to see how you show up in the search results in comparison to your competitors.
- Track how many views your profile has had in the last few days or weeks, then tweak your LinkedIn headline and watch for any change in the number of profile views.
The best LinkedIn headlines speak directly to your ideal clients
The golden rule when writing a captivating LinkedIn headline is to speak directly to your ideal clients. Just like the rest of your profile, your headline should highlight the specific benefits you offer your target market.
Everyone is in a hurry, and they just want to find that right person to help provide the solution they’re looking for. The more succinctly you get this across in your LinkedIn headline, the more viewers and prospects will be drawn to your profile and encouraged to take action by reaching out to you.
Want to learn more about how to build a powerful LinkedIn profile and attract more leads and clients? Pick up a copy of LinkedIn Unlocked for a proven system to use LinkedIn to generate new leads, clients and sales.