If a customer needs more than five seconds to work out what you do, your LinkedIn page has a problem. The LinkedIn company page description is often written for people who already know the company, and that is the mistake. We rewrote Donkey Lab’s page starting from that point, and we explain how you can do the same.
In this article
The problem: a description written for people who already know you
Most company descriptions say things that only make sense from the inside. But a first-time reader has no context: they arrive from a search, a post or a recommendation and decide within seconds whether it is worth reading on.
A vague LinkedIn company page description is not just inelegant: it loses contacts at exactly the moment someone showed interest.
Why “innovative, customized solutions” does not work
Phrases like “We offer innovative and customized solutions” may sound professional, but they do not explain:
- what the company actually does;
- who it helps;
- where it works;
- which problem it solves;
- why people should choose it.
Nor do they contain the words a potential customer would use to search for those services. A description that mentions neither the service nor the place cannot be found by the people searching for them.
How we rewrote Donkey Lab’s LinkedIn company page description
You can see the result on the Donkey Lab LinkedIn page.
Our previous description talked about marketing, design and websites in a way that was far too generic. The new version begins: “SEO, web design and B2B LinkedIn agency that turns visibility into customers.” It then lays out our services clearly:
- SEO and search ranking;
- technical and local SEO;
- web design and development;
- content strategy;
- B2B LinkedIn;
- branding and communication.
Anyone who reads the first line already knows what kind of company it is, what to expect and what result it promises. Anyone who wants more finds the list of services straight away.
It is not about repeating keywords: it is about removing ambiguity
Watch out for the most common misunderstanding. Writing a good description does not mean stuffing it with keywords: it means removing ambiguity. If the description is clear to a person, it is usually clear to a search engine too, because both look for the same information.
A good LinkedIn company page description lets a person — and a search engine — understand within seconds:
- what you do;
- for whom;
- where;
- and what result you deliver.
How to write your description in four steps
A simple method to redo your page:
- Open with a sentence that states service, audience and result. For example: “Tax advisory for small businesses: returns, bookkeeping and planning, with answers within 24 hours.” It is only an example, but it contains everything.
- Name the place where you work or the markets you serve.
- List your services using the names customers use, not internal ones.
- Close with the next step: a website, a contact, a way to get started.
If you want your website to say the same things consistently, see how we approach web development and SEO and the studio profile.
Before and after: a rewriting example
An invented example to show the difference. Before: “We offer innovative and customized solutions to help your business grow.” After: “Tax advisory in Tenerife for small businesses: returns, bookkeeping and planning, with answers within 24 hours.”
The second version is not more creative, it is more useful: it states service, audience, place and result. A LinkedIn company page description written like this can be understood in a single read and contains, without forcing anything, the words a customer would use to search for it. The page becomes a business card that works even when nobody is looking.
Remember that the description is only the start: the same clarity should carry through to your website, your posts and the messages you send. A LinkedIn company page description that is consistent with the rest of your presence strengthens the trust of whoever discovers you.
The test to run before your next post
Before publishing more content, review the first lines of your page. Would a customer who does not know your company immediately understand why they should contact you? If the answer is not instant, the description is the first place to work on.
Frequently asked questions about the LinkedIn company page description
How long should a LinkedIn page description be?
Long enough to say what you do, for whom, where and with what result in the first lines, and to list the main services. Clarity matters more than length.
Should I include a lot of keywords?
No: the goal is to remove ambiguity. Use the terms customers actually use to find you, without repeating them for the sake of it.
What goes in the first sentence?
The type of company, the main service and the result for the customer, so it makes sense even without reading the rest.
How often should I review it?
When services, markets or positioning change, and in any case before a new phase of content.
Want to communicate what you do more clearly?
We can help you clarify your company’s message, from the website to the LinkedIn page.