Updated on 11 November 2026 by Nicolas Finet, CEO of Sortlist. We have rewritten this guide: why a LinkedIn Page matters for a UK business, the page types LinkedIn offers, a step-by-step set-up, what to put on each section, how to launch and grow it with employees, and what to measure. LinkedIn changes its menus and requirements often, so check its help centre for the current set-up flow and image specifications.
A LinkedIn Page is your organisation's official presence on the network: a place for customers, candidates, partners and journalists to learn what you do, see your content and find your people. It complements your employees' personal profiles; it does not replace them.
Key takeaways
- You create a Page from your personal LinkedIn account; the creator becomes a super admin and can add other admins afterwards.
- LinkedIn offers several page types. Showcase, Product and Career pages hang off a Company or University Page, which must exist first.
- A complete Page (name, custom URL, tagline, description, logo, banner, button) is easier to find and more credible.
- Pages grow through employees: invite staff to connect their profiles, share and comment.
- Plan content before launch and review analytics monthly.
Why create a LinkedIn Page?
| Goal | How the Page helps |
|---|---|
| Brand awareness | A central place to publish updates, articles and video |
| Recruitment | Show culture and jobs; candidates often research a company before applying |
| Traffic and leads | Links and calls to action to your website and content |
| Employee visibility | Staff list your company on their profiles, linking them to your brand |
| News and credibility | Publish announcements, case studies and thought leadership |
| Paid reach | LinkedIn advertising requires a Page. See our guide to the cost of advertising on LinkedIn |
Page types
| Type | Use |
|---|---|
| Company Page | Your main organisation presence |
| Educational institution (University) Page | Schools, universities and training bodies |
| Showcase Page | A dedicated space for a product, service or initiative with its own audience; created from a parent Company Page |
| Product, Career and Service pages | Specialised pages LinkedIn describes in its help centre; some require an existing Company or University Page |
Most businesses start with a Company Page and add Showcase Pages only when a product or service has a distinct audience and enough content to keep a page active.
How to create a LinkedIn Company Page
- Sign in with your personal account. The person who creates the Page becomes its first admin. Use someone who will remain with the company or at least add a second admin straight away.
- Start the Page. From the LinkedIn menu for business or "Work" area, choose the option to create a Page and select the company type. If you are unsure, pick the standard Company Page.
- Enter the identity details. Page name, a short custom public URL (linkedin.com/company/your-name), website, industry, company size and organisation type.
- Add logo and tagline. The logo and tagline appear first, so use a clear, legible logo and a one-line description of what you do. Follow LinkedIn's current image guidance for sizes.
- Preview and publish. Review how the Page looks and fix any errors before you confirm.
- Complete the profile. Add the banner image, About section, location, specialties and a call-to-action button (for example Visit website or Contact us).
- Add admins and roles. Assign super admin, content admin and analyst roles so no one person holds all access.
- Publish a few posts before inviting people, so visitors see activity.
What to put on your Page
- Tagline: say who you help and how, not just your sector.
- About section: lead with the customer problem you solve, then evidence such as years in business, clients served and accreditations that are true and current.
- Keywords: use the words customers and candidates search for in your About section and specialties, because LinkedIn and search engines index them.
- Banner and logo: consistent with your website and other social profiles.
- Button: choose the action you most want visitors to take.
- Featured content: add case studies, videos or the content that sells best.
Sortlist editorial note: the pages that grow fastest are rarely the most beautifully designed. They are the ones whose staff share and comment on posts within the first hour, and whose content answers questions customers actually ask.
Sortlist editorial team
Launch and growth
- Invite your team. Ask employees to add the company to their experience so their profiles link to the Page, and give them a simple guide to sharing. See employee advocacy for a framework.
- Invite your network. Admins can invite connections to follow the Page; customers can be invited through newsletters and website links.
- Plan content. Mix company news, customer stories, expert posts, behind-the-scenes content, jobs and short video. Our guides to posting an article on LinkedIn and native LinkedIn video help with formats.
- Be consistent. Choose a posting rhythm you can sustain, which matters more than frequency.
- Engage. Reply to comments and mentions promptly, and comment as the Page where appropriate.
- Consider paid support. Once you know what organic content works, boost it or run targeted campaigns. See LinkedIn conversation ads.
Content ideas by goal
| Goal | Post ideas |
|---|---|
| Build awareness | Short expert explainers, data from your own work, commentary on sector news, event photos and recaps |
| Generate leads | Case studies with real results, how-to guides, webinar invitations, downloadable checklists with a clear call to action |
| Recruit | Team spotlights, day-in-the-life videos, job posts written in plain language, details on training and benefits. See our employee spotlight template |
| Show culture | Behind-the-scenes content, charity and community work, milestones and awards |
| Support sales | Customer questions answered in public, product demos, comparison guides |
A simple monthly pattern works well for small teams: one customer story, one educational post, one people post, one piece of company news and any job vacancies. Repurpose long content into short posts and re-share your best performers after a few months.
Common LinkedIn Page mistakes
- An empty or outdated Page. Visitors judge you by the latest post date. If you cannot post often, at least keep key details current.
- Only promotional posts. Pages that only announce products rarely get engagement. Mix in useful, human content.
- Single admin. If that person leaves, you may lose access. Keep at least two admins.
- Ignoring comments. Unanswered questions look careless; reply within a working day.
- Duplicate Pages. Check whether your company already has a Page before creating one, and ask LinkedIn to merge duplicates through its help process.
- Forgetting the careers angle. Even if you are not hiring today, candidates look at the Page before applying.
Keeping the Page healthy
Set a monthly routine: review analytics, refresh any outdated details, check follower requests and admin roles, and plan the next month's posts around real business events such as launches, hires and customer wins. After a few months, look at which formats and topics drew the most engagement from the people you most want to reach, then do more of those and less of the rest.
What to measure
| Metric | Why it matters |
|---|---|
| Followers and follower quality | Are the right people following you? |
| Impressions and engagement rate | Which content connects |
| Clicks to your website | Traffic and interest |
| Employee-shared reach | Whether advocacy multiplies results |
| Applications and enquiries | Business impact of the Page |
Frequently asked questions about LinkedIn Pages
Do I need a company page to advertise on LinkedIn?
Yes. LinkedIn ads are run from a Page, so the Page is also the base for any paid activity.
Can anyone create a Page for my company?
Anyone with an eligible personal profile can create one, so claim your company's Page before someone else creates a duplicate. If one exists, ask to be added as an admin.
How many admins should I have?
At least two, with roles matched to responsibilities, so access does not depend on one person.
How often should I post?
As often as you can maintain with quality. A few strong posts a week beat daily filler.
What is the difference between a Company Page and a Showcase Page?
A Company Page represents the whole organisation; a Showcase Page is a sub-page for a product, service or initiative with its own audience.
Should employees post on the Page or their own profiles?
Both. Personal profiles often get more reach, so combine Page content with employees sharing and adding commentary.
Need help with your LinkedIn presence? Post your project on Sortlist and compare UK social media agencies for free.
Sources: LinkedIn Help, Page types and their functions, Buffer, LinkedIn marketing guide (required Page fields, keywords in description and specialties), WebFX, LinkedIn company pages (admin roles, employee profiles linking to the Page). Menus and requirements change; check LinkedIn's current guidance.
