Why Audit Your LinkedIn Profile?
When Marcus ran a profile audit using a systematic checklist, he discovered 12 fixable issues he'd never noticed: his headline was missing his target keyword, 3 of his top skills had zero endorsements, his About section had no CTA, and his banner was still the default LinkedIn blue.
After fixing these issues over two weeks, his profile views increased 40% and he received his first recruiter message in 6 months.
A LinkedIn profile audit is a systematic review of every profile element against best practices. Most professionals never audit their profiles, leaving easy wins on the table. This guide provides a complete audit template with scoring.
Complete LinkedIn Profile Audit Checklist
Section 1: Profile Basics (15 points)
- ☐ Profile photo (5 pts): Professional, well-lit, face fills 60% of frame, recent (within 2 years)
- ☐ Banner image (3 pts): Custom banner (not default blue), includes value prop or branding, 1584×396px
- ☐ Custom URL (2 pts): Customized to firstname-lastname or similar professional format
- ☐ Pronouns (2 pts): Added if you're comfortable sharing (optional but recommended)
- ☐ Location (1 pt): Current city filled in
- ☐ Industry (1 pt): Correct industry selected
- ☐ Contact info (1 pt): Email, website, or other contact method added
Section 2: Headline (20 points)
- ☐ Includes primary keyword (5 pts): Job title or service keyword in headline
- ☐ Specifies target audience (5 pts): Who you help or industry you serve
- ☐ Benefit-driven (5 pts): Mentions outcome or value you deliver
- ☐ Uses full 220 characters (3 pts): Maximizes available space
- ☐ No buzzwords (2 pts): Avoids "passionate," "innovative," "synergistic"
Section 3: About Section (25 points)
- ☐ Opens with hook (5 pts): Story, question, or bold statement in first 150 words
- ☐ Keyword optimization (5 pts): Target keyword appears 3-5 times naturally
- ☐ Written in first person (3 pts): Uses "I help..." not third-person bio
- ☐ Includes proof/results (5 pts): Quantifiable outcomes or social proof
- ☐ Has clear CTA (4 pts): Tells readers what to do next (connect, book call, download)
- ☐ Appropriate length (3 pts): 400-600 words (not too short, not overwhelming)
Section 4: Featured Section (10 points)
- ☐ Has 3+ items (4 pts): Case studies, articles, videos, or lead magnets
- ☐ Custom thumbnails (3 pts): Not auto-generated link previews
- ☐ Benefit-driven titles (3 pts): Clear value in each featured item title
Section 5: Experience Section (15 points)
- ☐ Current role listed (3 pts): Most recent position up to date
- ☐ Uses standard job titles (3 pts): Searchable terminology, not creative titles
- ☐ Each role has description (3 pts): 2-3 sentence context + bullet achievements
- ☐ Quantified results (4 pts): Metrics and outcomes in bullets
- ☐ Action verbs (2 pts): Starts bullets with Led, Built, Scaled, etc.
Section 6: Skills & Endorsements (10 points)
- ☐ 20-50 skills added (3 pts): Comprehensive skill coverage
- ☐ Top 3 skills pinned (3 pts): Strategically chosen and pinned
- ☐ Skills aligned with keywords (2 pts): Match target job/client searches
- ☐ Top skills have endorsements (2 pts): At least 10+ endorsements on top skills
Section 7: Recommendations (5 points)
- ☐ Has 5+ recommendations (3 pts): Mix of managers, clients, peers
- ☐ Recent recommendations (2 pts): At least 2-3 from last 2 years
Profile Audit Scoring Rubric
Total Possible: 100 points
- 90-100 points: Excellent — Your profile is highly optimized
- 75-89 points: Good — Strong profile with minor improvements needed
- 60-74 points: Fair — Functional but missing key optimizations
- Below 60: Needs Work — Significant optimization opportunities
How to Conduct Your LinkedIn Profile Audit
Step 1: Score Yourself
Go through the checklist above and honestly score each section. Use the point values to calculate your total.
Step 2: Identify Top 3 Priorities
Look for sections where you scored lowest. These are your highest-impact improvement opportunities.
Example priority order:
- Fix headline (missing keyword, no benefit statement) — High impact, quick fix
- Add Featured section (currently empty) — Medium effort, high credibility boost
- Get 3 recommendations (have zero) — Higher effort, builds trust
Step 3: Create 30-Day Action Plan
Week 1: Fix quick wins (headline, custom URL, banner)
Week 2: Rewrite About section with hook, keywords, CTA
Week 3: Add Featured section, update Experience descriptions
Week 4: Request recommendations, optimize skills
Advanced Audit Questions
Searchability Check
Open an incognito browser and search for: [your target keyword] + [your location]
- Do you appear on the first page of results?
- If not, your headline and skills need better keyword optimization
Mobile Check
View your profile on mobile:
- Is your banner text readable?
- Does your About section hook appear in the preview (first 2 lines)?
- Is your headline clear without clicking "see more"?
Competitor Benchmark
Find 3-5 profiles of people in similar roles who rank well in search:
- What keywords do they use in headlines?
- How long are their About sections?
- What content do they feature?
- How many skills and recommendations do they have?
Quarterly Audit Schedule
Set calendar reminders to audit every 90 days:
Q1 Audit (January):
- Review headline for keyword updates
- Refresh About section with recent wins
- Update Experience with new projects
Q2 Audit (April):
- Add new skills from recent work
- Request 1-2 new recommendations
- Update Featured section with new content
Q3 Audit (July):
- Review competitor profiles for trends
- Test profile searchability
- Refresh banner if needed
Q4 Audit (October):
- Full profile review using this checklist
- Plan optimizations for new year
- Archive outdated content
Frequently Asked Questions
How often should I audit my LinkedIn profile?
Conduct a full audit every 3-6 months or whenever your career goals change significantly (job search, career pivot, launching a business). Quick checks (headline, About section) can be monthly.
What's the #1 thing most profiles get wrong?
Generic headlines with no keywords or value proposition. "Marketing Professional" vs. "Demand Gen Manager | Helping B2B SaaS Companies Generate Pipeline Through SEO" — the second gets found and understood.
Should I pay for LinkedIn Premium to improve my profile?
No, all profile optimization elements are free. Premium adds features (InMail, analytics) but doesn't improve your profile's performance. Optimize your free profile first.
Can I hire someone to audit my profile?
Yes, LinkedIn consultants and career coaches offer profile audits ($100-500). However, this checklist covers the same elements most paid audits review—try it yourself first.
Next step: Take control of your LinkedIn relationships — Try ANDI Free.
