Why the LinkedIn Featured Section Is Your Secret Weapon
When Elena redesigned her LinkedIn Featured section, she did something most consultants overlook: she turned it into a conversion tool. Instead of generic company articles, she added:
- A 2-minute video testimonial from a Fortune 500 client
- A one-page case study PDF showing 300% ROI
- A link to her free "Sales Enablement Playbook" with 500+ downloads
Within three weeks, her inbound messages tripled. Prospects referenced specific Featured items in connection requests. Recruiters mentioned her case study in interview invitations. Her Featured section wasn't decoration—it was her best salesperson.
The LinkedIn Featured section sits prominently below your About section, offering visual, interactive content that profile visitors can click, watch, or download. Yet 80% of LinkedIn users leave it blank or fill it with irrelevant links.
Here's what a strategic Featured section does for you:
- Proves your expertise — case studies, published articles, and media features build instant credibility
- Drives conversions — lead magnets, booking links, and portfolio samples turn visitors into leads
- Increases engagement time — visual content keeps visitors on your profile longer (a positive ranking signal)
- Tells your story — curated content guides visitors through your value proposition
- Differentiates you — most profiles are text-only; yours becomes multimedia
What You Can Add to Your LinkedIn Featured Section
LinkedIn allows you to feature:
- Posts — your LinkedIn posts or articles you've published on LinkedIn
- Articles — external blog posts or publications (LinkedIn displays a preview card)
- Links — any URL (website, landing page, calendar booking, portfolio)
- Media — PDFs, presentations, documents, images, or videos uploaded directly
You can feature up to 3 items (free account) or unlimited (Premium). Prioritize quality over quantity—3 high-impact items outperform 10 mediocre ones.
Featured Section Strategy by Goal
For Lead Generation (Consultants, Coaches, Agencies)
Goal: Convert profile visitors into leads or discovery calls.
Featured items to include:
- Lead magnet: Link to a free guide, template, or tool (e.g., "Download my LinkedIn Growth Playbook")
- Case study: 1-page PDF showing client results with before/after metrics
- Booking link: Calendly or similar with headline "Book a Free Strategy Call"
Example layout:
1. "Free Guide: 7 LinkedIn Strategies That Generated $500K in Pipeline" (PDF download)
2. Case study: "How We Helped a SaaS Startup 3x Demo Bookings in 60 Days" (PDF)
3. "Schedule a 20-Minute Discovery Call" (Calendly link)
For Job Seekers
Goal: Showcase work samples, portfolio, and thought leadership to recruiters.
Featured items to include:
- Portfolio: Link to your personal website or online portfolio
- Work samples: PDFs of presentations, reports, or design work (remove confidential info)
- Thought leadership: Your best LinkedIn article or external blog post demonstrating expertise
Example layout:
1. "My Product Design Portfolio" (Behance or personal site link)
2. "Presentation: How I Led a Cross-Functional Team to Launch 3 Features in Q3" (PDF)
3. Article: "The Future of Product-Led Growth in B2B SaaS" (Medium or LinkedIn article)
For Thought Leaders and Content Creators
Goal: Build authority and drive newsletter/social subscriptions.
Featured items to include:
- Top-performing content: Your most popular LinkedIn post or article
- Media features: Links to podcasts, interviews, or publications where you were featured
- Newsletter signup: Link to newsletter landing page or Substack
Example layout:
1. LinkedIn post: "This post about LinkedIn growth strategies got 50K views—here's why" (featured post)
2. "I was interviewed on [Podcast Name] about the future of networking" (podcast link)
3. "Join 10,000+ professionals reading my weekly newsletter" (Substack link)
For Service Providers and Freelancers
Goal: Demonstrate expertise and make it easy for clients to hire you.
Featured items to include:
- Client testimonial video: 1-2 minute video uploaded directly or hosted on YouTube/Vimeo
- Service one-pager: PDF outlining what you do, who you help, and how to get started
- Results snapshot: Visual showing client wins (infographic or slide)
Example layout:
1. Video: "Hear what clients say about working with me" (2-min testimonial compilation)
2. "What It's Like to Work with Me: Services, Process, Pricing" (PDF)
3. "Client Results: $2M+ in Revenue Generated for E-Commerce Brands" (infographic)
For Personal Branding and Executive Presence
Goal: Establish authority and visibility as a leader in your field.
Featured items to include:
- Speaking engagement: Video of a conference talk or panel discussion
- Publication: Link to article in Forbes, HBR, TechCrunch, etc.
- Company milestones: Press release or announcement about funding, awards, or achievements
Example layout:
1. Video: "My keynote at SaaStr Annual 2024: Scaling Sales Teams in Downturn Economies" (YouTube)
2. Article: "Why B2B SaaS Companies Are Rethinking Go-To-Market" (Forbes)
3. "Our Company Just Raised $20M Series B to Transform Healthcare AI" (press release link)
How to Create High-Impact Featured Content
Case Studies That Convert
A strong case study Featured item includes:
- Client context: Industry, size, challenge (anonymize if needed)
- Your solution: What you did, in 2-3 bullet points
- Results: Quantifiable outcomes (revenue, time saved, growth rate)
- Testimonial quote: Client validation with name/title (if allowed)
Format: 1-page PDF with clean design, your branding, and a CTA at the bottom ("Let's discuss your goals — book a call").
Video Testimonials
Video is the highest-engagement Featured content type. Record 60-120 second client testimonials covering:
- What problem they had before working with you
- What results they achieved after
- What made your approach different
Pro tip: Upload directly to LinkedIn as a video post, then feature that post—this boosts video views and engagement metrics.
Lead Magnets and Free Resources
Offer valuable resources in exchange for email signups or profile engagement:
- Templates: "Download my LinkedIn content calendar template"
- Checklists: "The Ultimate LinkedIn Profile Audit Checklist"
- Guides: "30-Day LinkedIn Growth Plan for Coaches"
- Tools: "Free ROI Calculator for Google Ads"
Host these on a landing page (Notion, Gumroad, ConvertKit) with an email capture form.
Portfolio Samples
If visual work is core to what you do, feature:
- Design mockups (remove client-confidential elements)
- Before/after comparison slides
- Infographics showing your methodology
- Slide decks from presentations
Export as PDF or upload to platforms like Behance, Dribbble, or SlideShare, then link in Featured.
Featured Section Design Best Practices
Use Custom Thumbnails
When you add a link, LinkedIn auto-generates a preview. Upload a custom thumbnail image (1200 × 627 px) to control what displays. Include:
- Clear headline text
- Your branding (logo, colors)
- Visual hook (illustration, photo, data visualization)
Write Compelling Titles
Your Featured item title is what visitors see first. Make it benefit-driven:
- ❌ "Case Study Document"
- ✅ "How We Helped a Startup Generate $500K in Pipeline"
Add Descriptions
Each Featured item allows a description (up to 300 characters). Use it to:
- Explain what the item is
- Highlight key takeaways
- Include a CTA ("Download now," "Watch the full talk," "Schedule a call")
Curate Intentionally
Don't feature content just because it exists. Ask:
- Does this prove my expertise?
- Does this drive a specific action (download, book, hire)?
- Is this recent and relevant?
Update your Featured section quarterly to keep content fresh.
How to Add Content to Your LinkedIn Featured Section
- Go to your LinkedIn profile and scroll to the Featured section (below About)
- Click the "+" icon or "Add featured" button
- Choose content type: Posts, Articles, Links, or Media
- Upload file or paste URL
- Add a title and description (make it benefit-driven)
- Upload custom thumbnail if using a link
- Click "Save"
- Drag items to reorder (most important item first)
Common Featured Section Mistakes to Avoid
Mistake #1: Leaving It Blank
An empty Featured section signals missed opportunity. Even one high-quality item is better than nothing.
Mistake #2: Featuring Irrelevant Content
Don't feature content just because it's popular if it doesn't align with your current positioning. A viral post about hiking won't help if you're a B2B consultant.
Mistake #3: No Call to Action
Every Featured item should guide visitors toward a next step: download, book, subscribe, or explore your work.
Mistake #4: Outdated Content
Featuring a 2019 case study or a dead link signals neglect. Audit your Featured section every 3-6 months.
Mistake #5: Generic Thumbnails
Auto-generated link previews often look unprofessional. Always upload custom thumbnails to control visual presentation.
Measuring Featured Section Impact
Profile Engagement Metrics
LinkedIn analytics (available with Premium) show how many people clicked on Featured items. Track clicks weekly.
Link Tracking
Use UTM parameters or tools like Bitly to track clicks from Featured links. Example: yourwebsite.com/guide?utm_source=linkedin&utm_medium=featured
Inbound Message Quality
Monitor whether connection requests or DMs reference Featured content. If prospects mention specific items, your Featured section is working.
Conversion Rate
If you feature a lead magnet or booking link, track form submissions or scheduled calls attributed to LinkedIn.
Frequently Asked Questions
How many items should I feature on my LinkedIn profile?
Quality over quantity. 3 high-impact items (case study, testimonial, lead magnet) are more effective than 10 generic links. Free LinkedIn accounts allow up to 3 featured items; Premium allows unlimited.
Can I feature content from other websites or only LinkedIn posts?
You can feature external links (websites, blog posts, landing pages, booking tools) as well as LinkedIn posts, articles, and uploaded media (PDFs, videos, images). Use a mix for best results.
Should I feature my company's content or my personal work?
Feature content that aligns with your personal brand and goals. If you're building your own consulting practice, prioritize personal case studies and lead magnets. If you're job-seeking or building authority within a company, a mix of personal and company content works well.
How often should I update my Featured section?
Audit every 3-6 months or whenever you have a major achievement (new case study, media feature, published article). Keeping content fresh signals you're active and relevant.
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