From Flat to Fabulous: How to Elevate Your LinkedIn Profile with Color and Depth

If you wouldn’t say a sentence in the real world, don’t write it in your LinkedIn Profile. This is one of my top tips during LinkedIn workshops when we discuss the dos and don’ts of writing your ABOUT section story. I was initially inspired by this post.

Your buyers don’t want to strain to figure out what you do and if you can help them. They aren’t looking for your autobiography; they want to know if you can help them with whatever problem they are trying to solve.
Does Your LinkedIn Profile Make You Look Like an Approachable Human?

Have you noticed many LinkedIn profiles are full of language that no one would use in a regular face-to-face conversation? Think jargon, too many adjectives, puffery, and third-person language.

About Section Vibe

It’s a nice feeling when a Profile strikes a balance between likable and credible, especially when our digital selves are being vetted before our real-world selves can make first impressions. Or when we are looked up after an in-person meeting and our online persona rings true.

When we meet people we want to know:

Can I trust you? (Warmth, Likability)
Can I rely on you? (Competence, Credibility)

A groundbreaking study from Princeton University found that warmth and competence are two of the most important traits humans can signal. They make up 82% of our judgments of others.

Research suggests that in evaluating potential cooperative partners, we tend to care more about how the other person intends to treat us than about their ability to carry out their intentions.
In Judging Others, Warmth Trumps Competence. But Should It?

The ABOUT section is rather important for your presence and discoverability on LinkedIn. When this area is blank, your Profile is not only less helpful to the humans who read it, the computer algorithms throttle your chances of being found. In fact, LinkedIn says that members with completed profiles see more relevant feed updates and receive more profile views.

ABOUT Section Dos + Don’ts

Don’t leave this area blank. An empty ABOUT Section limits profile visibility.
Don’t regurgitate your firm bio or make it read like a resume.
Don’t type a wall of text. Use short paragraphs, bullets, and subheads.
Don’t overuse buzzwords.
Do include conversation-starters and noteworthy achievements.
Do make it discoverable with search-friendly, client-centric keywords and phrases.
Do write in the first person.
Do get personal by sharing something that humanizes you: When not at the office, I’m involved in… Beyond my practice, I enjoy…
Do optimize the first four lines, akin to an executive summary. Make your opening sentences count to pull readers in so they want to click “see more.”
Do associate your top 5 skills. With this new feature, you can highlight the topics you want to be known for (see image).

ABOUT Section Writing Prompts

Picture your ideal reader — a prospect, colleague, client, referral source, recruit. What do they want to know about you? Imagine them sitting across the table from you. What would you share about your career and your professional interests? Draft your story with help from the following prompts. When you’re ready, click “Add Profile Section” near your name to open the editor

What kind of lawyer/legal professional are you?
Who is your ideal client or target audience?
How would you describe your “style” of working with clients?
Why did you choose your area of law/niche/specialty?
What inspires you to do this work?
What is the compliment you hear most often about yourself?
What do you like best about your practice?
What did you do before your career in law?
How have your previous roles and life experiences influenced and informed your work today?
What kind of person are you?
What are your superpowers?
What do you enjoy beyond your work? What humanizes you?

It’s important to be true to yourself when writing your ABOUT section. Don’t try to sound like someone you’re not or use buzzwords that don’t reflect your personality. People appreciate authenticity and may be more likely to connect with you if they can sense that you’re genuine.

Don’t forget to talk about how you can help in the future. What issues and concerns are on the horizon for your ideal clients? Be sure to explain how you can contribute to the success and growth of those seeking to collaborate with you.

Add Color + Depth to Your Profile

Translating the 3D-YOU for the 2D world is more important than ever. Think of your LinkedIn profile as a place to add color and depth to your professional identity and personal brand. There are many ways to add visual, voice, video, and vocational elements to your profile:

Name Pronunciation – infuse your voice brand (10-second audio)
Profile Video [this feature was retired as of 6/26/23]
Featured Section – ideal for thought leadership and bio videos.
Background Photo – visually brand your firm or your interests and style (1584 × 396 pixels)
Headshot – show the real you as you look in a meeting today. (Face fills 60% of the circle)
“Career Break” – share experiences outside your linear career path (Experience Section)
Skills Section – audit and enhance this list to improve your feed and findability

Embrace the transformation from a flat to a truly fabulous LinkedIn profile. Take time to colorize and deepen the content in ways that elevate professionalism, competence, and credibility while also expressing your humanity, approachability, and real-world self.

If you’d like help with your LinkedIn profile or want to book me for your firm or group, please visit my LinkedIn Coaching page for ideas.