Today, I’m going to show you how to write a LinkedIn About section that turns profile visitors into followers, leads, and clients.
Your About section is prime real estate. You get 2,600 characters to tell your story, establish credibility, and guide visitors toward a next step. Most people waste it with a resume dump or leave it blank entirely.
That’s a missed opportunity.
According to LinkedIn data, profiles with complete About sections get significantly more views than those without. And those first 265-275 characters? They’re all anyone sees before clicking “see more.” If you don’t hook them there, they’re gone.
Unfortunately, most founders treat this section like a biography. They write chronologically. They list job titles. They use corporate jargon like “results-driven professional” and “passionate team player.”
None of that answers the only question your visitor is asking:
“What’s in it for me?”
Your About Section Is a Sales Page, Not a Resume
Justin Welsh, who has built a $5M+ one-person business largely through LinkedIn, puts it simply:
“Your About section is all about social proof. That means it’s time to brag. What have you done in your career that makes you worth following? What are your customers saying about your business? What awards have you won? Don’t be shy. Show off.”
Source: Justin Welsh – How to Make a Stand-Out LinkedIn Profile
This reframes everything. Your About section isn’t about you. It’s about proving you can deliver results for the person reading it.
When you combine Welsh’s social proof emphasis with the classic AIDA copywriting framework (Attention, Interest, Desire, Action), you get a formula that converts.
The 5-Part About Section Framework
Here’s the structure that works:
1. Hook (Lines 1-2)
This is everything. Only your first 265-275 characters show before the “see more” button. If these lines don’t earn the click, nothing else matters.
Use a bold claim, a specific result, or a question that speaks directly to your ideal client’s pain.
Example: “I help founders turn LinkedIn into a client acquisition machine – without spending hours creating content every day.”
2. Who You Help + Outcome (Lines 3-4)
Get specific. Name your audience and the transformation you create for them.
Avoid vague language like “I help businesses grow.” Instead: “I help B2B SaaS founders add $50K+ in monthly recurring revenue through outbound systems.”
3. How You Do It (Lines 5-6)
This is your method, your differentiator. What makes your approach unique?
Example: “My system combines AI-powered content creation with a proven DM framework that starts sales conversations without feeling salesy.”
4. Proof (Lines 7-8)
Here’s where Justin Welsh’s advice kicks in. Stack your credibility:
→ Specific client results (“Helped 200+ founders land their first paying clients”)
→ Testimonials or quotes
→ Credentials that matter to your audience
→ Revenue numbers, follower counts, or other social proof
Don’t be humble here. If you’ve done the work, show it.
5. Call to Action (Lines 9-10)
Tell them exactly what to do next. Don’t leave it to chance.
→ “DM me ‘STRATEGY’ to book a free call”
→ “Download my free guide: [link]”
→ “Follow me for daily tips on [topic]”
One CTA. Make it clear. Make it easy.
Example: The Framework in Action
Here’s what this looks like assembled:
I help coaches and founders turn LinkedIn into a client machine – without posting 10x a day or feeling like a used car salesman.
If your content gets views but not clients, you don’t have a content problem. You have a conversion problem.
I fix that with AI-powered systems that turn your expertise into consistent revenue. My clients typically book 5-10 qualified sales calls per month within 90 days.
After 20 years building revenue systems for Fortune 500 companies (generating $100M+), I re-engineered what works into frameworks built for one-person businesses.
Results:
→ 200+ founders coached
→ $2M+ in client revenue generated
→ Built my own business to $XXk/month in 18 months
Want to see if this could work for you? DM me “SYSTEMS” and I’ll send you my free LinkedIn Conversion Checklist.
How to Write Yours in 15 Minutes
- Step 1: Write your hook. What’s the boldest, most specific promise you can make? Start there.
- Step 2: Define your who and what. One audience. One outcome.
- Step 3: Describe your method in one sentence. What do you do differently?
- Step 4: List your proof. Results, testimonials, credentials. Pick your strongest 2-3.
- Step 5: Add one clear CTA. What’s the single next step you want them to take?
Default action if you’re stuck: Expand your headline into a paragraph. If your headline promises you help founders build teams, your About section should explain how you do that and prove you’ve done it before.
Why This Matters
Your LinkedIn profile is a funnel. Content earns the click. Your profile earns the follow. Your About section earns the DM.
If any link in that chain breaks, you lose the lead.
Most people optimize their content and ignore their profile. That’s backwards. A strong About section compounds every piece of content you publish.
Fix it once. Benefit forever.
