How to Create a LinkedIn Business Page

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Creating the page takes ten minutes. Whether you are looking up how to create a business page on LinkedIn, or simply want to make LinkedIn business page setup quick, the form itself is short. Once you create a LinkedIn company page, the work moves to what that page is for. Getting anything from it is the harder problem, and the honest starting point is that LinkedIn company pages reach far fewer people than personal profiles do on the same platform. This page covers the setup decisions that are hard to reverse, what a company page is genuinely good at, how to work with the reach problem rather than against it, and what to measure instead of followers.

Before you create the page: the thing most guides leave out

Creating a LinkedIn company page takes about ten minutes. Getting anything out of it is a different problem, and the honest starting point is that company pages reach far fewer people than personal profiles do on the same platform.

LinkedIn’s feed consistently favors content from people over content from brands. A post from your founder will typically reach a multiple of what the same post reaches from the company page. Every guide that treats the page as the centerpiece of a LinkedIn strategy is skipping this, and it is the single most useful thing to know before you invest effort.

That does not make the page pointless. It makes it a different asset than most people assume: a credibility artifact that buyers check, a home for recruitment, and a hub the personal accounts point at, rather than a broadcast channel in its own right.

Why the page underperforms personal profiles

Feed ranking rewards individual accounts, and audiences engage more readily with a named person than a logo. This is a structural property of the platform, not a failure of your content.

What the page is genuinely required for

Running LinkedIn ads at all, claiming your brand in search, and giving employees somewhere to attach their work history. Those alone justify creating it properly.

The realistic model

People post, the page anchors. Employees write in their own voice, the page carries the official record, and the two reference each other.

What you need before you start

Two requirements catch people out, and both are easily satisfied in advance. You need a personal LinkedIn profile of your own, pages are created by a person, not from nothing, and LinkedIn may ask you to verify the work experience on your profile, by work email or Microsoft Entra Verified ID, before it lets you create a Page.

The workplace check is the one that can stall things. If LinkedIn asks for it and your business runs on a generic email address, a domain-based one is the usual way through. That is a worthwhile fix regardless, because a generic address undermines credibility everywhere else too.

LinkedIn company page banner and image sizes

The LinkedIn company page banner size on LinkedIn Help is 1512 x 256 pixels, listed as both the minimum and the recommended figure. That one number also answers the LinkedIn business page banner size question, because LinkedIn calls the banner a cover image. The LinkedIn company page photo size, meaning the logo, has a 268 x 268 minimum and a 400 x 400 recommendation. Files must be PNG or JPEG, up to 3MB.

When you export at the LinkedIn business page cover image size, keep key details away from the edges, especially the lower right, since the image can be trimmed on different screens. Third-party guides to the LinkedIn company page cover photo size disagree with each other, so check the help page on the day you export.

Creating the page, step by step

The mechanical part is short. What matters is the decisions embedded in it, because several are difficult to change later and one is slow to change. Learning how to build a LinkedIn business page takes one form, completed on desktop or in the iOS app, and knowing how to make a LinkedIn business page well is mostly about what you type into it. How to start a LinkedIn business page is partly a question of authority, since the form asks you to confirm you may act for the company. Before setup, a LinkedIn business page may already exist as a Listing Page LinkedIn created, and you would claim that instead. The steps for how to create a LinkedIn company page for a school or product line use the same flow with a different page type.

Choose the page type honestly

Company, showcase page, or educational institution. Most businesses want Company. Showcase pages are for distinct brands or product lines within a larger organization and are frequently created too early, producing several empty pages instead of one active one.

Get the public URL right first time

The custom URL is the piece to get right first time, because it can be changed only once in any 30-day period. Use the company name as customers write it, without a legal suffix unless you actually trade with it.

Write the tagline as a sentence, not a slogan

It appears under the name everywhere the page is referenced. A specific description of what you do beats an aspirational phrase, because the reader is trying to work out whether you are relevant.

Upload both images correctly

The logo appears as a small square in feeds and search; the cover image is decorative. A logo that is illegible at small size is the commonest visual error on the platform.

Fill the About section properly

This is what a buyer actually reads. Say what you do, who for, and what makes the choice obvious. Keyword stuffing is visible and counterproductive.

Set a custom button

Visit website, Contact us, Register. Leaving the default is a wasted conversion point on the one asset buyers deliberately visit.

The setup mistakes that are expensive to reverse

Most of what goes wrong on a company page is cosmetic and fixable in an afternoon. A small number of decisions are not, and they are worth getting right the first time.

The custom URL is the clearest example. You can change it later, but only once in any 30-day period, search engines can take a few weeks to follow the new one, and the old URL can be reassigned to another Page on request, after which it no longer reaches yours. Treat it the way you would treat a domain name.

Add a second admin immediately

The commonest way a company loses control of its page is that the only admin left the business. Two people, both current, from day one.

Do not create showcase pages early

They split an already-thin audience. Earn the main page first.

Claim the name even if you are not ready

An incomplete page you control beats someone else registering a confusingly similar one.

Adding an admin, claiming or deleting a company page

The steps for how to add admin for LinkedIn company page access are a super admin job: open Settings, then Manage admins, then Add admin. That is also how to add admin in LinkedIn company page settings. The catch in how to add someone to LinkedIn business page management: that person must follow the Page and be a first, second or third-degree connection.

To claim LinkedIn company page listings LinkedIn created itself, a current employee clicks Claim this page and confirms. That is how to claim LinkedIn company page ownership when nobody holds it; otherwise, request admin access.

As for how to delete LinkedIn company page entries, complete deletion is not allowed. In practice, the steps for how to delete a LinkedIn business page mean a super admin choosing Settings, then Deactivate page, on desktop. To remove LinkedIn company page visibility, the Page needs fewer than 100 associated members and no active or paused campaigns.

What to actually post, given the reach problem

If the page will not carry cold reach, posting to it as though it will is wasted effort. The content that earns its place on a company page is the content people arrive looking for, plus the material employees can share from their own accounts.

In practice that means fewer posts with more substance. Company news that is genuinely news, work you can show, positions you are hiring for, and points of view specific enough to be worth an employee attaching their name to.

Write for the person checking you out

A meaningful share of page visitors arrived mid-decision from somewhere else. Recency signals an active company; a page whose last post is eighteen months old signals the opposite.

Give employees something worth sharing

Reach comes through them. A post nobody internally wants their name on will not travel.

Avoid the engagement-bait register

It performs briefly and damages credibility with exactly the audience a B2B page needs.

Post less, but never stop

Consistency matters more than frequency, and dormancy is read as a signal about the business.

Employee advocacy, without making it awkward

Since reach lives with people rather than the page, the obvious move is to get employees sharing. The obvious implementation, asking everyone to reshare every post, is also the one that produces visibly coordinated, low-engagement noise.

What works better is narrower: give people material relevant to their own professional identity, let them write their own framing, and accept that not everyone will participate. Ten people posting in their own voice outperforms fifty resharing the same thing.

Never require it

Mandated advocacy reads as mandated, and the platform’s audience is unusually good at spotting it.

Supply substance, not copy

A fact, a result or a point of view someone can build their own post around.

Let the framing be theirs

The value is the individual voice. Standardizing it removes the only advantage the approach has.

Measuring a company page honestly

Follower count is the metric everyone reports and the one that matters least. It is easy to grow with irrelevant followers and tells you nothing about whether the page did its job.

The useful measures follow from what the page is actually for: are the right people visiting it, does it convert them onward, and is it holding up during evaluation. Page views by job function and company size, clicks on the custom button, and traffic arriving at your site from LinkedIn are all more informative than follower totals. LinkedIn company page optimization starts with completing every section, since LinkedIn itself reported in November 2026 that complete Pages see a 30 percent increase in weekly Page views. LinkedIn company page management then needs a named owner and a monthly review of these measures. Teams wanting to embed LinkedIn company page on website footers usually get more from a plain link, because the reader is already on your site.

When a company page is not worth the effort

There are businesses for which this is genuinely not a priority, and it is worth saying so rather than treating LinkedIn as universally mandatory.

If you sell to consumers rather than businesses, if your customers are local and found through search and maps, or if nobody internally will maintain it, a neglected page is worse than a minimal one. Create it, complete it properly, and leave it, that is a legitimate choice.

Local consumer services

Your buyers are on maps and search. A complete but static page is sufficient. See local SEO for where the effort actually pays.

Businesses with no internal owner

A page that goes quiet after two months is a worse signal than a page that was never active. Complete it and stop.

Very early startups

Claim the name, fill it in, and spend the time on the founders’ personal profiles, where the reach actually is.

What Progression does and does not do here

We set up and maintain LinkedIn presences as part of wider B2B programs: page setup, the content architecture that connects page and personal accounts, and measurement that reports something other than follower counts. Our LinkedIn marketing services for executive content, comments and outreach by people are described on their own page.

We do not run employee advocacy platforms or ghostwrite executive profiles at scale. Both are real disciplines and neither is ours.

Where we would tell you not to hire us

If LinkedIn is your only channel and the goal is founder-led personal reach, a specialist personal-branding writer will serve you better.

What we are weakest at

We do not produce video at volume, which increasingly carries reach on this platform.

How to create a LinkedIn business page, step by step

The process itself takes about ten minutes. First decide which kind of account you need, because LinkedIn’s naming makes the wrong choice easy. A personal profile belongs to a person and a Page belongs to an organization, so a company that wants a LinkedIn business account needs a Page, not a second profile. The same holds when the account is for a brand rather than a company. Keep company posts off personal profiles entirely, since everything posted there stays tied to one individual. A profile cannot be converted into a Page, and trying to run a company from a personal profile is the most common early mistake.

Here is how to set up a LinkedIn business page: you need an existing personal profile first, since Pages are administered by people rather than existing independently. Click the For Business icon in the upper-right corner of your LinkedIn homepage, scroll down and choose Create a Company Page, then select the company size and type. You will need the organization name, a public website address, an industry, and a logo. The page URL derives from the name you enter, so it is worth deciding the exact wording before you submit.

Verification is the final step when you create a business page on LinkedIn. LinkedIn asks you to tick a box confirming you have the right to act on behalf of the organization, and it may also ask you to verify your workplace, by work email or Microsoft Entra Verified ID. A work email at the company’s domain is one of those two routes, so have it ready when you set up a business LinkedIn page.

How Progression can help with your LinkedIn business page

We set up and maintain LinkedIn presences inside wider B2B programs: the page itself, a content plan that links it to the personal accounts of your team, and measurement that reports more than follower counts. Page setup is the quick part; the content architecture is what makes the page worth visiting.

If you want help beyond the ten-minute setup, give us your audience and the outcomes you expect from the platform, and a written proposal follows. Related work is described on our social media marketing and content marketing agency pages.

Get a free proposal

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