How to optimise your LinkedIn profile as a coach

Your shop window on the professional social network.

LinkedIn is a powerful platform and an ideal space for coaches and consultants to build a profile. Chances are, your target audience spends time on LinkedIn. Creating content that gains traction and building your personal brand on the platform can significantly grow your business.

Why your LinkedIn profile matters

As a top coach or consultant, you likely take your online presence seriously. But why is your LinkedIn profile worth spending extra time on? Here are five key reasons to consider.

1. Your audience is on LinkedIn

LinkedIn has over 300 million monthly active users (source). They are students, academics and professionals from every industry and niche imaginable. Many of them will seek professional coaching or consultancy one day. Will you be top of mind when that day comes?

2. The platform is still growing

LinkedIn is predicted to continue growing for at least the next four or five years, making it a solid bet in terms of time investment. If your audience is already there, by 2028, even more will be. Getting ahead of the game now makes a lot of sense.

3. You can gain more connections and followers

Having a large number of quality connections and followers on LinkedIn will help grow your business. A refined profile helps people find you. An appealing headshot increases the chance of someone connecting with you. Don’t let your profile be a bottleneck for growth.

4. Educate your audience

It’s not enough to simply call yourself a business or life coach. There are thousands of them online. Your LinkedIn profile is your chance to educate your audience and even referral partners on a deeper level. What are your specialisms? What do you stand for? Who is your ideal client?

5. Make the best first impression

Ultimately, your LinkedIn profile is your digital shop window. It’s even possible to use your LinkedIn profile as your coaching CV, so optimising it makes a lot of sense. Treat it like your website or your business card. People make a judgement about you based on it.

How to optimise your coaching LinkedIn profile

Every part of your LinkedIn profile is important, so where do you start? We’ve prioritised the components, in order, so you can begin with most influential. Work through each of them one-by-one, skipping any you’re confident you have nailed already!

1. Optimise your headshot for impact

A strong LinkedIn headshot is crucial. Use a plain or blurred background that keeps the focus on your face, avoiding props or clutter. A clean, simple backdrop can help you stand out, and tools that remove backgrounds make it easy to add your image onto a brand-aligned colour.

Make sure your photo is a true reflection of you. Avoid overly filtered images; instead, use a recent picture that feels natural and authentic so you’re instantly recognisable in person. Choose an expression that aligns with your brand and consider adding a touch of personality, like a unique angle, lighting, or outfit choice.

Coaches and consultants, in particular, benefit from a headshot that clearly conveys their brand and expertise, creating a professional yet approachable look that connects with prospective clients.

2. Create a banner that reinforces your brand

The banner image on your LinkedIn profile is prime real estate to showcase your brand. Use it strategically to communicate who you are and what you do. For coaches and consultants, a banner can feature your business tagline, logo, social proof, or an image that reflects your industry. Avoid overly busy designs; keep it simple and focused, ensuring that it complements your headshot.

Choose visuals that align with your brand’s tone. For example, if your approach is calm and supportive, consider a serene background or subtle colours. If you’re a high-energy, motivational coach, bold colours or dynamic shapes may better fit your style. Ensure text, if any, is legible and stands out against the background.

The optimal banner size is 1584 by 396 pixels, which is 4:1 (pretty wide!). Check how it looks on different devices to ensure you’re making the best impression.

3. Craft a compelling headline

Your LinkedIn headline should clearly communicate your unique value and who you serve. Instead of a generic title, write a concise, impactful statement. For example, rather than just “Business Coach,” try “Helping entrepreneurs scale sustainably through strategy and mindset.” Focus on your core offering, target audience, and any distinguishing approach or result you deliver. This makes your expertise immediately visible to potential clients browsing LinkedIn.

4. Write a client-focused about section

The about section is your opportunity to connect with prospective clients on a deeper level. Start by addressing the key challenges your ideal clients face and how your approach is tailored to solve these issues. Describe your coaching or consulting style, any unique frameworks you use, and the outcomes clients can expect from working with you. Avoid overly formal language; aim for a friendly, conversational tone that reflects your personality.

Use this section to share relevant achievements or results, such as client success stories, metrics, or career highlights that demonstrate your impact. End with a call-to-action that encourages profile visitors to get in touch, whether that’s booking a consultation, downloading a resource, or connecting directly.

This client-focused summary helps establish trust and credibility, making it clear why someone should choose you as their coach or consultant.

5. Curate a standout featured section

At the time of writing, the featured section is a prominent part of LinkedIn profiles. Positioned directly below the “about” section, it is a visual showcase of your expertise.

Select content that demonstrates your skills and insights, such as articles, interviews, case studies, or downloadable resources that potential clients will find valuable. Choose pieces that highlight your thought leadership and unique approach, keeping it relevant to your audience’s needs.

This curated selection draws attention, offers proof of expertise, and keeps viewers engaged with your profile. Ensure everything looks on brand, matching your banner image.

6. Showcase coaching experience

The “experience” section must go beyond a simple job history. Here’s your opportunity to emphasise your contributions and achievements in ways that resonate with potential clients. If they’re still reading your profile at this point, they’re interested.

Rather than listing responsibilities, highlight specific successes, methods, and results that showcase the unique value you offer. Use metrics whenever possible to demonstrate tangible outcomes, like growth percentages, project completions, or client satisfaction scores. This approach makes your experience resonate with clients looking for proven results and expertise.

Even if previous roles were not in the coaching space, you can still pull out the relevant experiences.

7. Emphasise relevant skills and endorsements

The “skills and endorsements” section is essential for building credibility. List skills that directly relate to your coaching or consulting services, like “Leadership development,” “Strategic planning,” or “Mindset coaching.” Seek endorsements for these skills from clients and colleagues who can vouch for your expertise.

Prioritise endorsements for core skills that align with the services you offer; this targeted approach strengthens your profile and assures prospective clients of your abilities. Start with a small selection of skills to concentrate those initial endorsements.

8. Request recommendations from satisfied clients

Recommendations add a powerful layer of social proof to your profile. Reach out to past or current clients who have benefited from your coaching and can speak authentically about the results they achieved.

Encourage them to mention specific examples or outcomes to create a more impactful recommendation. A well-rounded set of testimonials builds trust and gives prospective clients a firsthand look at the difference you make.

9. Stay active to increase visibility

Consistent engagement on LinkedIn keeps your profile visible and signals your commitment to your field. Share insights, post about industry trends, or offer useful tips that showcase your expertise. Thoughtfully comment on others’ posts to strengthen connections and demonstrate your knowledge. An active profile also helps build relationships with potential clients and referral partners who regularly see and value your contributions.

If you’re stuck on exactly what to share with your network, take a look a the types of posts coaches can share on LinkedIn.

10. Make contact easy and professional

Ensure your contact details are current and easily accessible. Include an email address, website link, or even a booking link if you offer consultations. For a polished touch, customise your LinkedIn URL to reflect your name or business, making it professional and easy to share (here’s how). Clear contact options simplify the process for potential clients or partners who want to reach out, helping turn profile visits into meaningful connections.

Upgrade your LinkedIn profile now

By refining these components, coaches and consultants create a LinkedIn profile that not only makes a strong first impression but also drives connection, engagement, and business growth.

Seize this opportunity to make your profile a magnet for potential clients and collaborators. Every detail you optimise brings you closer to establishing trust and authority with those who matter most.