Use Copywriting Techniques on LinkedIn Pages and Get a 40% CTR

By structuring their LinkedIn page like a landing page and using tried and tested copywriting techniques Penfriend got a 40% CTR.


  • The author: John Harrison, Co-Founder of Penfriend.
  • The goal: Increase the click-through rate of LinkedIn Company pages.
  • The tactic: Structure your page like a landing page using tried and tested copywriting techniques.
  • The result: a 40% click-through rate. 824 clicks from 2059 visitors.

What’s the marketing tactic?

John deemed that not enough care was being taken to write and structure LinkedIn company pages in a way that would optimize the number of visitors who would click through and engage with the company.

By applying copywriting techniques and best practices and structuring the company page as a landing page, he attempted to see how he could increase the CTR for the page of his company, Penfriend.

First, he needed to ensure the headline sentence underneath the title banner included a bold claim that could be backed up later. This would be the first thing visitors would read after the name of the company on the page so it has to include a big selling point.

When combined with a high number of followers and connections, which would be denoted just below, you already have the social proof to back up the claim built-in.

Too much focus goes into personal branding when people write LinkedIn pages, but by focusing on customer pain points, clearly laid out benefits, and great offers, you can entice users to click through. 

The ‘About’ section is the place to do all this. There are inherent questions that users will have that need to be answered straight away:

  • ‘What is it?’
  • ‘What problem of mine does it solve?’
  • ‘Where’s the proof of that?’.
  • Why should I trust this company?

So, back up all your claims, and be credible and believable.

Provide clarity and answers to those questions as soon as possible, before you move on to the ‘how’ of it all.

The pain points can then be returned to, in more detail. Follow them through to their consequences for the user, and layout in more detail just why a company like this one is so important for them. Agitate the pain.

Hitting upon alternative solutions is also a good idea to cover all bases and persuade users to click through. This way you are answering the possible responses that they might have in advance. Explain the pitfalls of those other solutions and introduce your solution as the only real foolproof option.

From here on out, start telling the positive story. Discuss what users will no longer have to do thanks to you and the benefits they will appreciate.

De-risk the prospect from using your product or solution. You can do this by granting them an offer, a free trial, or something along those lines.

What was the result?

In thirty days, 824 of the 2059 unique users who arrived at the company’s LinkedIn page, ended up clicking through.

Why does it work?

This applies expert marketing and copywriting expertise to an area where the necessity may have been overlooked in the past. 

It highlights the desire for companies to focus on their branding on their LinkedIn pages, and although branding is an important aspect of marketing, there needs to be a perspective shift.

That shift is going away from LinkedIn pages as being a place for users to discover new brands, and towards them being landing pages. With a landing page, the user is likely already on the page for a particular reason. The reason is probably because they have problems that need a solution and they’re considering whether your company may be the answer.

In that case, the focus should be less on branding and more on trying to answer that question with a definitive “yes, we are the answer”.

Want to master copywriting? Check out our Product Messaging and Sales Copywriting course.

Get more tactics like this

Current article:

Use Copywriting Techniques on LinkedIn Pages and Get a 40% CTR