This checklist is for small business owners and agency teams who need a LinkedIn Page for a brand, whether it is their own or a client’s. It walks through creating the Page, completing the profile, setting up admins, posting, reading analytics and avoiding the mistakes that cause the most trouble. Everything described as a LinkedIn requirement comes from LinkedIn Help pages. LinkedIn changes its menus from time to time, so confirm labels against what you see on screen.
Before you create the Page
LinkedIn Help states that you need a LinkedIn account to create a Page, and that creating a Page is free. You can create one on desktop or in the iOS app, but LinkedIn says creation is not supported on Android mobile devices. The Showcase page type is desktop only.
LinkedIn’s best-practices article adds several preparation steps:
- Create the Page from a personal profile that uses your real first and last name, with a confirmed email address.
- Check whether a Page for the organization already exists. If it does, you can request admin access instead of creating a duplicate. If a Listing Page exists, you may be able to claim it.
- Have enough connections in your network. LinkedIn’s troubleshooting article says you need at least one connection with another member, and that a brand-new account should wait at least one day.
- Decide on the public URL. Page URLs follow the format linkedin.com/company/your-name, must contain at least one non-numeric character, and cannot use uppercase letters. Avoid consecutive hyphens and hyphens at the start or end.
Create the Page step by step
On desktop, LinkedIn Help gives this sequence:
- Click the For Business icon in the upper-right corner of your LinkedIn homepage.
- Scroll down and click Create a Company Page.
- Choose a Page type: Company, Showcase page or Educational institution.
- Enter the Page identity, company or institution details and profile details.
- Tick the checkbox confirming you have the right to act on behalf of the company or school.
- Click Create page, then Start building your page!
On iOS, open any LinkedIn Page, tap More and choose Create a LinkedIn Page. After creation you become the super admin and can assign others.
Agencies should note one rule from LinkedIn’s troubleshooting article: a Page should represent a business or school, not a personal profile. Only create a Page for a client if you have the right to act on its behalf, because that is exactly what the checkbox asks you to confirm.
Fill in the profile fields
LinkedIn’s “Complete your LinkedIn Page” article recommends completing these sections: industry, company size, overview, description, logo, commitments, website URL and location. You can add several locations and mark one as the primary office. LinkedIn also says Pages with complete information, including logo, description and website URL, may get about 30 percent more weekly views. That is LinkedIn’s own figure, and it is worded as a possibility, not a guarantee.
Two details matter for planning. First, industry, company size and overview are mandatory if you want to use LinkedIn’s invite-to-follow feature. Second, a custom call-to-action button requires a LinkedIn Premium Company Page subscription. Without one, you can add a call-to-action that members see when they click the More button.
The LinkedIn Help pages consulted for this article did not state logo or cover image dimensions or file formats, so this article does not give any. Check the upload screen in your Page’s edit view, which shows its own guidance when you upload an image.
| Field | What to put there |
|---|---|
| Page name and URL | The organization’s real name; a short lowercase URL with no stray hyphens |
| Industry and company size | Accurate choices; required to unlock invites |
| Overview and description | Plain statement of what you do, who you serve and where |
| Website URL | The main site or the most relevant landing page |
| Logo | The same logo used on your website |
| Locations | Every real office; mark one as primary |
Set up admins and roles
LinkedIn Help describes three Page admin roles:
- Super admin: every permission, including adding and removing admins, editing Page information, creating job postings and deactivating the Page.
- Content admin: manages Page content, including posts, post boosting and events.
- Analyst: access limited to the Analytics tab.
There are also paid media roles (Sponsored Content poster, Lead Gen Forms manager and Landing Pages manager) managed through Campaign Manager. One caution from LinkedIn: the Sponsored Content poster role does not grant access to boosting organic posts directly on a Page.
To add an admin, a super admin opens the Page’s super admin view, clicks Settings, then Manage admins, picks the Page admins or Paid media admins tab, clicks Add admin, searches for the member, selects a role and clicks Save. The person must be a 1st-, 2nd- or 3rd-degree connection and must follow the Page. Each person can hold only one Page admin role.
LinkedIn’s best-practices article recommends adding other super admins so the Page stays accessible if one admin leaves or loses access.
Posting basics
LinkedIn does not publish a required posting schedule, so treat the following as a starting suggestion for a small team, not a LinkedIn rule: pick a cadence you can keep for three months, such as one or two posts a week, then adjust after reviewing your analytics. Consistency you can sustain beats a burst of activity that stops.
Useful post types for a small business or agency include:
- Short explanations of a question customers ask often.
- A link to a new article or resource on your site, with a sentence on who it helps.
- Company news such as a new service, hire or event.
To plan a calendar around business goals, see this guide to social media marketing goals. If several people will post across clients, the roundup of social media management tools may help, though check that any tool supports LinkedIn Pages before you commit.
Invite connections to follow
LinkedIn documents an invite feature. Only super admins and content admins can use it. The Page must have 100,000 or fewer followers, the overview, industry and company size must be filled in, and your personal profile needs a minimum number of connections. On desktop, open the admin view, click Invite to follow in the left menu, select connections and click Invite. The invitation arrives from your personal profile.
Each Page receives a monthly credit allowance shared by all admins, reset on the first day of each month. LinkedIn asks you to invite only people likely to be interested in the Page.
Read the Page analytics
LinkedIn says analytics are available to all Page admin roles. The overview lists these types: content, followers, visitors, search appearances, competitors, employer brand and newsletter. In practice, a small business can start with three:
- Content: how your updates perform, to see which topics and formats to repeat.
- Followers: the demographics and sources of followers.
- Visitors: total Page views, unique visitors and custom button clicks over the last 30 days compared with the previous 30, plus demographics.
Two caveats from LinkedIn: visitor demographics may update less often because a minimum number of unique visitors is needed, and the “Who’s visited your Page” list requires a Premium Company Page subscription. For broader measurement ideas, read this explainer on content marketing metrics.
Common mistakes
- Creating a duplicate Page instead of requesting admin access to an existing one.
- Using a personal profile to represent a business. LinkedIn says such profiles may be flagged.
- Leaving only one super admin, so the Page is stranded if that person leaves.
- Skipping profile fields, which also blocks the invite feature.
- Inviting everyone in your network regardless of interest, which wastes limited credits.
- Posting only promotions and never checking analytics to see what resonates.
Key takeaways
- Check for an existing Page first, then create one from a real profile with a confirmed email and some connections.
- Complete industry, size, overview, website and logo; they also unlock follower invitations.
- Keep at least two super admins and give everyone else the narrowest role they need.
- Choose a posting cadence you can sustain and treat it as a starting point, then adjust using analytics.
FAQ
Does it cost anything to create a LinkedIn Page?
LinkedIn Help says creating a Page is free. Premium Company Page is a separate paid subscription that adds features such as a custom button.
Can I create a Page from an Android phone?
No. LinkedIn says Page creation is not supported on Android mobile devices. Use desktop or the iOS app.
Who can see the analytics?
LinkedIn states analytics are available for all Page admin roles, including the analyst role, which is limited to the Analytics tab.
Why can’t I create my Page?
LinkedIn lists several causes: a Page with the same name exists, too few connections, a very new account, a taken URL, an unverified workplace, too many recent creations or browser problems. Its troubleshooting article gives a fix for each.