Your LinkedIn about section isn’t about you. It’s about your prospect.

• The problems they face

• The desires they have

• The solution(s) they need

• The benefits they stand to gain

• The next step(s) they must take

Make it clear WHO you help, HOW you help them, and WHY they should trust you to deliver the solution. 

To build trust with prospects, show them you truly understand what they’re going through and showcase any relevant social proof.

Pro tip: Much like a great LinkedIn post, your first line must hook your prospects into clicking “see more.” Otherwise your about section will go unread.

Here are 11 examples of LinkedIn about sections done well:

1. Justin Welsh

Why it works:

• Justin describes WHO he's helped over a time period and HOW

• Walks the reader through his personal struggles and achievements

• Includes clear mission statement and social proof via impressive metrics

• Provides calls to action/next steps through media links and dedicated email

2. Ryan Musselman

Why it works:

• Ryan hooks the reader with a specific problem prospects face

• Agitates the problem while highlighting potential negative outcomes

• Offers a unique solution via a proven blueprint (with resulting benefits)

• Provides call to action/direct contact method using a relevant keyword

3. Lara Acosta

Why it works:

• Lara opens the description with a conversational backstory

• Quickly highlights own accomplishments and impressive social proof

• Includes clear calls to action through available options and personal sign-off

4. Richard Moore

Why it works:

• Richard hooks the reader with a relatable pain point (agitated by FOMO)

• Offers the value proposition as a unique process backed by social proof

• Includes a clear understanding of prospects' desires and ways to fulfil them

• Provides calls to action in the form of direct details and additional social proof

5. John Harrison

Why it works:

• John hooks the reader with a set of engaging questions and pain points

• Then empathises with the prospect and unites through a common enemy

• Agitates pain points and highlights negative outcomes and costs of inaction

• Introduces solution backed by social proof and ends with a clear call to action

6. Sam Browne

Why it works:

• Sam sets a respectful tone and showcases his success and social proof

• Makes it clear WHO he helps and outlines the specific goals that are reached

• Reiterates his offer's value by outlining the key benefits and desirable outcomes

• Provides non-pressured call to action via direct contact using a relevant keyword

7. Justin Oberman

Why it works:

• Justin quickly builds authority before admitting to a personal roadblock

• Explains realisations and introduces brand new venture (with early results)

• Makes it clear WHO he helps and HOW backed up by results and social proof

• Provides a range of calls to action with relevant links plus email/X content details

8. Jasmin Alic

Why it works:

• Jasmin first unites with a common struggle before aligning with a solution

• Describes WHO he is and WHAT he helps, along with impressive social proof

• Outlines offer/unique approach evidenced by dedication and own achievements

• Provides a range of calls to action with content methods and personalised sign-off

9. Nick Broekema

Why it works:

• Nick opens by boosting his own authority through prior achievements

• Describes specific business approaches as well as some relatable struggles

• Shows how he pivoted and introduced a new strategy and the efforts involved

• Identifies his current positioning and client results seen since working together

• Ends with a rundown of WHO he helps and HOW via 3 specific offers and clear CTA

10. Dina Town

Why it works:

• Dina first presents an ideal scenario and reinforces its specific value

• Quickly handles objection and evokes intrigue with a desirable outcome

• She gains trust by managing expectations before confirming the ultimate goal

• Describes the benefits of thought process but acknowledges potential challenges

• Before introducing a solution and explaining exactly how it works and what's involved

• Ends by uniting the reader in joint agreement over the solution and provides a clear CTA

11. Joe Gannon

Why it works:

• Joe begins by introducing the business and identifying exactly WHO it is for

• Calls out high-profile clients they've worked with, building trust via social proof

• Reflects on business beginnings and moves onto current business value proposition

• Adds relatable element with a personal anecdote which highlights relatable struggles

• Signs off recognising shared concerns and reassuring the reader before providing a CTA