Gateway X LinkedIn Profile Tune-up

A Gateway X guide · For founders & executives

Tune up your LinkedIn profile for B2B sales

Your LinkedIn profile is your landing page. It shapes perception, ranks when people Google your name, and gets a visit every time you send a connection request or publish a post. This guide walks your profile section by section — so every one of those visits lands the right message and positions you as the go-to resource for your market.

Do it with an AI assistant

Prefer to work through this with Claude?

I want to update my LinkedIn profile according to the guide here: [PASTE THIS PAGE'S URL]

Start by asking me for my LinkedIn profile URL and scraping it, so you can base your suggestions on what's already there instead of asking me things my profile already answers. If the page only loads the public preview and the full text is missing, just ask me to export my profile as a PDF (More → Save to PDF) and attach it — don't list what you did and didn't find. Then read the guide (including its "Instructions for AI reading this page" section) and walk me through it, showing my current content next to your suggested edits for my approval.
Instructions for AI reading this page

If you are an AI assistant helping a user work through this guide, follow this process. The guiding rule: do the work from their profile first, ask questions last.

  • Scrape their LinkedIn before anything else. Your very first message asks for their public LinkedIn profile URL and nothing more. Then fetch and read it in full.
  • If the fetch fails or comes back truncated, ask for a PDF export — briefly. LinkedIn hides the full headline, complete About, and detailed Experience behind its login wall, so a public fetch is often thin. When that happens, do not narrate what you did and didn't get or list the scraps you found. Just give one short instruction: "LinkedIn only served the public preview, so I'm missing the full text. Please export your profile as a PDF and attach it here: on your profile, click More (below your headline) → Save to PDF, then drop the file in this chat." Read the PDF and continue. (If they can't, paste each section's text as a fallback.)
  • Never ask what the profile already answers. Extract everything you can from what you have — current headline, About, roles, achievements, skills, links, apparent ICP and offer. Treat that as your source of truth and infer the rest. Only ask the user about things that are genuinely absent or ambiguous.
  • Draft, then confirm your assumptions. From the profile, state back your inferred ICP, primary offer / what they're selling right now, and positioning & keywords. Ask the user to correct anything and add what's missing — a quick confirm-and-edit step, not an interview — before you write the sections.
  • Walk through each section one step at a time, in the guide's order (Keywords → Premium → Public settings → Profile picture → Banner → Contact info → CTA button → Headline → Featured → About → Experience → Skills → Recommendations). Finish one, get sign-off, then move on. Don't dump all sections at once.
  • For each section, show current → suggested side by side. Present what's currently in their profile for that section next to your improved version, so they can see exactly what's changing. Then let them edit or approve.
  • Base suggestions on their real content. Rewrite and sharpen what's already there rather than inventing from scratch; pull in their actual roles, metrics, and links. Use the guide's frameworks (the 3 headline formulas, the 4-part About structure, etc.) and its per-section prompts, filling the bracketed placeholders with details drawn from the profile.
  • Save running results to a local markdown file (e.g. linkedin-profile.md). After each approved section, append the final copy under a heading for that section, so they end with one document holding everything to paste into LinkedIn.
  • Keep the principles in view: address the ICP, back claims with specifics/data, and tell a story — don't just pitch.
  • End with a review pass: check that keywords are threaded consistently through Headline, About, and Experience, and that Banner, Featured, CTA, and About all point to the same next step.

Context & goals

Why this matters

Audience: Founders and executives optimizing LinkedIn for B2B sales.

Your profile shapes perception and guides people toward working with you. It often appears first when people Google your name — and in the B2B sales funnel, profile views are one of the most important signals you're trying to generate. The goal is to make sure those views get the right message.

Key principles

Apply these throughout

01

Address your ICP. Speak directly to the job titles, industries, or pain points of your ideal audience.

02

Communicate your business case. Use specifics or data to show how you solve problems.

03

Tell a story. Show authenticity and personal context — people trust real humans. Combine your story with your business case; don't just pitch.

Step 01 · 2 minutes

Keywords

Your profile can rank on Google and in LinkedIn search. Leverage keywords throughout your profile to rank for the topics you want to be known for.

Action step — list 5–10 keywords. Brain-dump your industry, role, or solution keywords (e.g., “B2B SaaS,” “enterprise sales,” “demand generation”). These will appear in your Headline, About, and Experience sections.

Insert your keywords here Saved

List your 5–10 keywords — the words you want to be found and remembered for.

Step 02 · Optional but recommended

LinkedIn Premium

Premium provides advanced features to strengthen your presence and make connections within your industry. It's not required, but it's worth it for this kind of B2B sales work.

Step 03 · Quick win

Public settings

Turn your profile into a public profile so people can find you more easily. Open Public profile & URL from the top-right of your profile.

Action steps

  • Adjust public profile settings
  • Turn on all public sections — set everything to visible (especially your profile picture; a hidden photo makes connection requests feel fake or untrustworthy)
  • Turn your profile into a public profile
  • Adjust your custom URL to include your name and remove the trailing numbers

Custom URL tip: Claim your full name if you can (use a hyphen or underscore if it's taken). Old links still redirect to the new URL, so you won't break anything. Exception: if you're in a field where data security or discretion matters, adjust visibility accordingly.

LinkedIn public profile visibility settings — all sections set to Show
Public profile visibility — set every section to “Show”

Step 04

Profile picture

Your profile picture should hit the following criteria:

Profile picture example 1 Profile picture example 2 Profile picture example 3 Profile picture example 4
Examples — clean, high-quality, friendly headshots

Action step

  • Update your profile picture

Step 06

Contact info

Make sure potential partners, customers, or employers can connect with you easily by updating your contact info.

LinkedIn contact info fields
Contact info — website and email

Fill in Saved

Your website and email as you'll add them to LinkedIn.

Step 07 · Premium only

CTA button

The CTA link is the first opportunity to drive people to the next step in your funnel.

Note: this feature is only accessible with a Premium membership.

LinkedIn profile CTA button
The custom CTA button on a profile

Draft your CTA Saved

The link and 3 options for how it reads as a sentence.

Step 08

Profile headline & slogan

Your headline is one of the first things people see — and it shows in the feed whenever you post or interact. It's prime real estate for hooking your ICP.

LinkedIn headline / slogan example
the headline appears everywhere you show up on LinkedIn

These simple frameworks can help craft your slogan:

  1. (Purpose Statement) | (Role) at (Company)
  2. (Problem + Solution) | (Role) at (Company)
  3. (Slogan) | (Keywords) | Vibe Statement | (Role) at (Company)
Here's a prompt that might help you 
You are an expert LinkedIn headline & slogan writer who's going to help me craft the perfect headline/slogan that I can directly use on my LinkedIn profile to generate B2B sales. First I'm going to share some best practices and headline examples, then at the end of this prompt I'll share the specific information about my business and ICP.

You know that LinkedIn headlines / profile slogans are one of the first things people see on my profile, AND it's shown in the feed whenever I post or interact. It's prime real estate for hooking my ICP with clear & concise messaging.

You are a fan of the following frameworks to craft headlines and usually always write an option for each:
1. (Purpose Statement) | (Role) at (Company)
2. (Problem + Solution) | (Role) at (Company)
3. (Slogan) | (Keywords) | Vibe-Statement | (Role) at (Company)

Here are examples of LinkedIn headlines. Please draw inspiration from them in terms of language, structure, and tone of voice, but be aware that I have nothing to do with them. I'll share my company specifics afterwards.

Headline Examples:
• Building Effective Personal Brands for Founders & Executives with Purpose | B2B Content Engines & Founder-Led Marketing | Coffee Connoisseur
• CEO @ [Company] | Don't Sell. Offer Buying Process As A Service | End Indecision & Ghosting; From Email-File-Chaos → Digital Sales Room
• CEO @ [Company] | Person-Level Website Visitor Identity | Push LinkedIn Profiles to Slack in Real-Time, 100% Free!
• Helping technical Founders Start & Scale Founder-Led Marketing on LinkedIn | CEO of [Company]

So those were the examples. Now onto my specific business case, for which I want to update my profile headline/slogan. Write 3 LinkedIn headlines specific to me & my business, following the above principles and tone of voice, but ensuring it's suited for my case:
• Clearly speak to [my ICP or target audience]
• Highlight [the main benefit I deliver]
• Incorporate [my keyword(s)]
• Use any of the following phrases if they fit:
  – [Example phrase A]
  – [Example phrase B]
  – [Example phrase C]

List your slogan ideas here Saved

Draft a few headline options, then pick the sharpest.

Step 10

About section

Your About section should give an engaging overview of your background, status quo, and vision for the future. Concise and engaging is the name of the game.

Structure it in four parts:

  1. Backstory
    • How did you get to where you are today?
  2. Status quo — what do you do today?
    • What does your company do?
    • How do you help your target audience?
  3. Vision — what is your vision for the future?
    • What bigger goal are you trying to achieve?
  4. CTA — how can people get in touch with you?
    • Shoot a DM? Visit your website?
    • “PS, outside of work I like to do X”
Here's a prompt that might help you 
You are an expert LinkedIn About Section writer who's going to help me craft the perfect About section that I can directly use on my LinkedIn profile to generate B2B sales. First, I'll share best practices, then some examples, and finally my specific business and ICP details.

You know that a LinkedIn About section:
• Hooks readers in the first 2–3 lines
• Provides a concise personal backstory
• Showcases how I help my ICP today (status quo)
• Ends with a clear vision or CTA that encourages them to reach out

I'm a fan of the following 3-part structure:
• Backstory — How did I get here?
• Status Quo — What do I do today, and how do I help my target audience?
• Vision — Where am I heading? What's the bigger goal?

Here are some brief examples or lines from other LinkedIn About sections (draw inspiration from tone and format, but these are not directly about me):

Example 1 — problem-led opener:
"Did you know that the construction industry is responsible for almost 40% of climate change AND global landfill waste? As a construction company, managing your workforce and costs is tedious at best... [pain points as ❌ bullets] ... But it doesn't have to be this way. During my 15+ years in the industry... I became obsessed with solving each problem... [solution as ✔️ bullets] ... To learn more, visit our website."

Example 2 — story-led opener:
"Turn your story into your competitive advantage. I decided to take a gap year to follow my entrepreneurial dream... Just a few months in, because I'd been posting content and doing free consultations, I co-founded my company... THIS was when I realized how powerful personal branding is. Since then we've worked with 110+ founders & executives... Want to talk personal branding? Just drop me a message. Outside of work, you'll find me..."

Example 3 — founder/investor opener:
"Hi! I'm [Name], a founder and investor who loves helping people grow through entrepreneurship. Everything I know comes from bootstrapping my first business to a mid 8-figure exit... It set the foundation for what I do today: build ambitious bootstrapped companies at my venture studio Gateway X... When I'm not working, I love to travel, play tennis... So if you're interested in bootstrapping, growth marketing, ecom, or leadership, follow me."

Now, based on my specific business case (which I'll provide), write 1 polished LinkedIn About section that:
• Hooks [my ICP or target audience] in the first 2 lines
• Weaves in my [personal story] or 'why'
• Mentions at least one key result or metric
• Ends with a friendly CTA
• Incorporates these keywords if possible: [my keywords]
• Optionally uses these example phrases if relevant:
  – [Example phrase A]
  – [Example phrase B]
  – [Example phrase C]

[Insert your personal details, ICP, and main result here.]

Write your About section here Saved

Backstory → status quo → vision → CTA.

Step 11

Experience section

This section establishes your credibility and showcases your career progression. Include all relevant education and work experience, and for each one highlight your responsibilities and key achievements.

LinkedIn Experience section example
roles with quantified achievements and multimedia

Keep in mind:

Here's a prompt that might help you 
You are an expert LinkedIn Experience Section writer who will help me craft concise, impactful experience entries to generate B2B sales. First, I'll share best practices for LinkedIn Experience, then some examples, and finally my specific career background.

You know that a great Experience entry:
• Focuses on achievements (especially quantifiable data)
• Mentions skills or methods relevant to my ICP
• Speaks directly to how these past roles make me effective today
• Includes a clear CTA to drive potential clients into the next step of my funnel (e.g., visiting my demo page or checking out a case study)

Best Practices:
• 1–3 bullet points per role, each highlighting a clear result (e.g., "Increased annual revenue by 40%")
• In the current job I'm trying to generate sales for, hook the reader with 1–2 lines about what we do / how we help, then use bullet points to talk about method/offer
• Incorporate relevant keywords so it's SEO-friendly on LinkedIn

Here are a few example lines from other Experience sections (for tone/format, not direct copy):
1. Increased ARR from $1M to $5M in 2 years through B2B partnerships
2. Led a team of 8 SDRs, focusing on enterprise SaaS pipeline growth
3. Developed new processes that cut churn by 20%

Now, using the background details I'll provide, write 2–3 brief bullet points for each of my key roles that:
• Spotlight major wins or metrics
• Tie into my current B2B solutions
• Use these keywords if relevant: [my keywords]
• Optionally include these example phrases if they make sense:
  1) [Example phrase A]
  2) [Example phrase B]
  3) [Example phrase C]

[Insert your role history, key achievements, or any specifics you want highlighted here.]

List your work experience here Saved

One entry per role, achievements first.

Step 12

Knowledge & skills

Your skills appear below your work experience. They increase your visibility for certain keywords and communicate your unique strengths.

LinkedIn Skills section example
skills with endorsements

List your skills here Saved

Top skills · Other skills

Step 13

Recommendations

Recommendations build trust with target customers, potential employees, and partners.

Ask satisfied customers, employees, or employers to write you a recommendation on LinkedIn. These are very effective because they're 100% transparent and add social proof to your public profile.

Feel free to use this message template 
Hey [Name],

I've been updating my LinkedIn profile and realized that Recommendations help build a lot of credibility and trust.

It would be super helpful if you could write me a short recommendation about [Project X].

If you could include keywords such as [Topic 1], [Topic 2] & [Topic 3], that would be fantastic!

Happy to write one for you too :)

Thanks a lot,
[Your Name]

List the people you'll reach out to here Saved

Prioritize clients and colleagues who can speak to specific results.

That's a wrap

Ship it, then keep it sharp

You've worked through every section. Before you move on, take one more pass to make sure the whole profile pulls in the same direction — and keeps working for you every time someone lands on it.

Check 01

Thread your keywords through

Make sure the keywords you brainstormed show up consistently across your Headline, About, and Experience sections.

Check 02

Stay focused on one offer

Keep the profile pointed at the one offer you're driving toward right now. Layer in anything else only once the core message is unmistakable.

Check 03

Point every section to the next step

Banner, Featured, CTA button, and About should all guide the right visitor toward the same next action — a demo, a newsletter, a DM.

Check 04

Balance business case & story

Re-read as your ICP would. Is it clear how you help, backed by specifics, and still recognizably human? That balance is what converts.