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How to write a LinkedIn headline and About section that get found
Formulas and examples for a LinkedIn headline and About section that say who you help, show proof, and use the words people actually search for.
· 3 min read
Your LinkedIn headline should say who you help and how. Your About section should give the proof and tell the reader what to contact you about. Both should use the plain words a recruiter or client would type into a search box. That is most of it. The rest of this guide is formulas, examples and a short checklist.
Why these two fields matter most
Your headline travels with you. It appears beside your name in search results, in comments you leave, and in connection requests. It is the most-read line you will write.
Your About section is where a curious visitor decides whether to follow, message or leave. Only the first lines show before "see more", so the opening does the heavy lifting.
Headline formulas
A job title alone wastes the space. Your title is already listed under Experience.
Formula 1: role + who you help + result
- "Product designer helping fintech teams ship onboarding that people finish"
- "Finance manager | Faster month-end close for healthcare groups"
Formula 2: role + speciality + proof
- "Backend engineer | Payments and reliability | 8 years on high-volume systems"
- "HR business partner | Hiring and retention for 50 to 500 person companies"
Formula 3: for job seekers
- "Data analyst | SQL, Python, dashboards | Open to roles in Bengaluru or remote"
Rules of thumb:
- Put the most important words first. Long headlines are cut off on small screens.
- Use the terms people search for. "Content marketer" is found. "Storytelling ninja" is not.
- One separator style. Bars or commas, not both.
- No buzzwords you would not say aloud.
An About section in four parts
Write it in the first person. Keep paragraphs to two or three lines.
- The opening line: who you help and with what. This is the line that shows before "see more".
- The proof: two or three specifics. Years, scale, outcomes you can stand behind.
- How you work: a sentence on your approach, so people know what working with you is like.
- The invitation: what to contact you about, and how.
An example
I help B2B software teams turn product updates into content their customers read.
Over nine years I have led content at two startups and one public company, built a blog from nothing to a steady source of trial sign-ups, and trained four writers who now lead their own teams.
I start with customer conversations, not keywords. Then I make sure the keywords are there.
If you are hiring a head of content, or want a second opinion on your content plan, message me here.
Notice what is missing: adjectives. "Passionate", "results-driven" and "dynamic" tell the reader nothing. Facts do.
Keywords without stuffing
LinkedIn search works on the words in your profile. Help it, gently.
- List five terms someone would search to find a person like you.
- Use the two most important in your headline.
- Use the rest naturally in About and in your Experience entries.
- Fill in Skills with the same terms.
If a sentence reads oddly because of a keyword, rewrite the sentence. A profile is read by people in the end.
A five-minute checklist
- Does the headline say who you help?
- Would a stranger understand it without knowing your company?
- Does the first line of About work on its own?
- Is there at least one number or concrete fact?
- Is there a clear next step?
- Did you read it aloud?
Keep it in step with what you post
A profile makes a promise and your posts keep it. If your headline says "payments and reliability" and you post about leadership quotes, the two cancel out. Choose content pillars that match the profile, or change the profile to match what you want to talk about.
When you set up brand voice in FinalPost AI, the audience and topics you enter there are the same choices you just made here, which is why doing this first makes the drafts better.
Frequently asked questions
How long should a LinkedIn headline be?
LinkedIn allows a generous length, but only the first part shows in many places. Make the first 60 or so characters carry the meaning and treat the rest as a bonus.
Should I write my About section in first or third person?
First person. It reads as a person talking, which is what a visitor wants. Third person sounds like a press release.
How often should I update my profile?
Whenever your focus changes, and at least twice a year. Check it against your recent posts: they should describe the same person.