Most LinkedIn headlines are let’s face it… a bit bland!
Either they’re just a job title, or they’re crammed with buzzwords that don’t really say anything.
But your headline is one of the most important parts of your profile. It follows you everywhere on LinkedIn. In the comments you make, in the messages you send and helps you be found in search.
So if it’s not clear, compelling, and easy to understand, you’re missing opportunities before people even click on your profile. And you don’t want to do that!
Why your headline matters more than you think
This isn’t just a “profile section”. It’s your shop window in every interaction you have on LinkedIn. It’s where you are making that all-important first impression.
It needs to include the words or phrases that you want to be found for. Think of LinkedIn like another website and think SEO.
You don’t want to be using industry jargon or buzz-words, you’re trying to attract clients (or customers) not impress your industry peers!
You need a great summary in the first 40 characters as that is seen when you comment and send a DM. It needs to be impactful.
We live in a competitive world, and there will be other people who do what you do and YOU need to stand out.
The biggest mistake I see people make
The biggest mistake I see people make is to just have their job title. Don’t get me wrong, I used to have that too, before I knew better!
It doesn’t work because it:
Doesn’t differentiate YOU
Doesn’t speak to YOUR audience
Doesn’t give a reason to see more of you and your profile
Go and have a look at some of your connections and you’ll see headlines like - Founder, Managing Director, Marketing Director and maybe sometimes qualifications or even a company name.
Most of the time, we don't know from ‘Founder’ or ‘Managing Director’ or from the Company Name what the company does and what sets that individual apart.
What a strong headline actually needs
What your headline needs to do is to describe:
Who you help
How you help
The outcome/result you deliver
Other things to consider
Spacers or separators:
A lot of people use the vertical line | to separate things in their headlines. But LinkedIn and AI scrapers can get confused by it. So your headline might not be working as well as you think.
Try a full stop, an emoji, a capital I or lower case l or even just spacing things out instead.
I ran a poll recently to find out what separators people were using one person is using a tilde ~
Emojis:
Be mindful of your use of emojis as a screen reader can often mis interpret them.
By all means include 1 or 2 but maybe at the end, rather than as spacers.
A quick reality check
Your headline is not about sounding impressive and listing all of your qualifications (those letters after your name).
It’s about being understood by your ideal client or by someone who is going to refer you. It’s a bit of a cliche, but if you can’t explain what you do to a friend over a glass of wine or pint of beer then it’s too complicated.
If someone has to read it twice, it’s too complicated.
There are lots of ways to structure a headline, and you’ll see different approaches out there, but the key is always clarity over trying to be overly clever.
Simple headline formula
If you need a simple format there are a couple you can try:
I help [who] to [result] through [how] - this one has been overly used as you will see ALOT of headlines start with “I help” which in my mind is a waste of characters
BUT it is a good starting point to help you get clear on this.
Use this as a starting point, not a script! You can then tweak and remove the I help, as we are ALL (I hope) on LinkedIn to help someone do something.
Or another option is to split your headline into 3 sections:
Your value proposition - the summary of what you do
Keywords and content - add some more detail
Conversation starter - something unique that shows your personality or interests
This is the format I use.
Let's summarise
Your LinkedIn headline doesn’t need to be perfect.
But it does need to be clear, relevant, and written for the people you want to attract.
It can be something that you continually tweak as you get clearer on your offering, maybe you have something you wish to promote or talk about first, or you just see another headline and get inspired.
If it’s not doing that, it’s time to change it.
If you’re struggling to find the right words, you’re not alone. This is one of the most common things I help people with.
Key takeouts
It’s not your job title
The first 40 characters go with you everytime your comment or send a DM
You have up to 220 characters to play with
It’s not set in stone, you can change it as many times as you like - some people will add in their latest offer for example
Final Thought: Having more than just your job title will help you stand out and be memorable.
Your questions answered
Should I include my job title in my LinkedIn headline?
Yes, but don’t let it do all the work.
Your job title on its own doesn’t tell people who you help or why it matters. If you include it, make sure it sits alongside something that adds clarity or value.
Can I use keywords in my headline without it sounding awkward?
Absolutely – and you should.
The trick is to write for humans first, then make sure your keywords are naturally included. If it sounds clunky or forced, it needs simplifying.
How long should my LinkedIn headline be?
You’ve got up to 220 characters, but the most important part is the first 40.
That’s what shows in most places on LinkedIn. Focus on getting that bit clear and compelling, then use the rest to add more context if needed.
What if I offer more than one service?
This is where people get stuck.
You don’t need to list everything. Focus on the main thing you want to be known for or the audience you most want to attract. You can expand on the rest in your About and Featured sections and in your contenty.
Still Stuck?
If you’ve read this and thought, “I get what I need to do, I’m just not sure where to start”, you’re not alone.
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