How to Write a LinkedIn About Section That Actually Gets Read (And Why Most Are Ignored)

Most LinkedIn About sections are never read.

Not because they're badly written—many are competently constructed. They're ignored because they fail to answer the only question visitors actually care about: "Why should I care about this person?"

Instead, they offer autobiography. Work history. Self-congratulation. Lists of skills. Things the writer finds important but the reader finds forgettable.

This guide takes a different approach. We'll examine what makes someone actually read an About section, then build one designed for that reality.

Why Your About Section Matters (And When It Doesn't)

Let's be honest: most profile visitors don't make it to your About section. They see your headline, maybe your featured section, and decide whether to connect or move on.

But for the visitors who do click "see more," something important has happened: they're considering you for something specific. A job. A partnership. A purchase. A connection request they're not sure about.

In that moment, your About section is a closing argument. It's your chance to convert interest into action.

The problem is, most About sections are written for the writer, not the reader. They tell the story the writer wants to tell, not the story the reader needs to hear.

The Two Types of About Sections (And Which One Actually Works)

After analyzing hundreds of LinkedIn profiles across industries, I've identified two fundamental approaches:

Type 1: The Resume Narrative

This is what most people write. It's their career story in paragraph form:

"I'm a marketing professional with over 10 years of experience in digital marketing, brand strategy, and team leadership. I've worked with Fortune 500 companies and startups alike, helping them achieve their growth objectives. My expertise includes demand generation, content marketing, and marketing operations. I'm passionate about data-driven marketing and building high-performing teams."

This is fine. It's accurate. It's professional.

But here's what it doesn't do: it doesn't give anyone a reason to care.

Why? Because it's entirely self-focused. Every sentence is about what you are and what you've done. Nothing addresses what the reader is looking for or what problem you can solve for them.

Type 2: The Value Proposition

The second approach leads with the reader's needs:

"B2B companies hire me when their marketing looks busy but isn't driving pipeline.

Most marketing teams I work with are doing all the 'right' things—content, ads, events, email—but sales is still starving for leads. The problem usually isn't tactics. It's that the strategy was never connected to revenue in the first place.

I've helped 20+ companies reconnect their marketing to measurable business results. Average outcome: 3x increase in sales-qualified leads within 6 months.

My approach is pretty simple: audit what's actually happening, cut the noise, and focus on the 2-3 things that move deals forward. Then build systems so those things happen consistently.

If you're spending six figures on marketing and can't point to specific pipeline it's generating, we should talk."

Notice the difference? The second version:

• Starts with a scenario the reader recognizes
• Identifies a specific problem
• Offers a solution and results
• Ends with a clear next step

It's written for someone looking for this person, not for the writer to feel good about themselves.

The Framework for a High-Converting About Section

Based on what actually performs, here's the structure I recommend:

Part 1: The Hook (First 2-3 Lines)

Your first lines are all that shows before "see more." They need to earn the click.

What works:

• A bold statement about what you do or believe
• A scenario your ideal reader recognizes
• A question that speaks to their situation

What doesn't work:

• "Hi, I'm [name]" (they can see that)
• "With X years of experience..." (boring, self-focused)
• A mission statement about "empowering" or "transforming" (vague)

Strong opening examples:

For a sales consultant:

"I help sales teams close the deals they keep losing at the finish line."

For a software engineer:

"I fix the performance problems your team has been 'getting to eventually' for six months."

For a career coach:

"If you're good at your job but terrible at talking about yourself, we have a lot to discuss."

Part 2: The Problem You Solve

After the hook, go deeper into the situation you address. This builds recognition and relevance.

The goal is to make readers think: "Yes, that's exactly what I'm dealing with."

Example:

"Most founders I work with share a similar story: They're posting on LinkedIn, attending events, doing the 'personal brand' thing everyone recommends—but it's not generating business.

They feel like they should be further along. Their content gets polite engagement from connections, not inbound from prospects. They're visible but not valuable-visible.

Usually, the problem isn't effort. It's positioning. They're building an audience of peers when they should be attracting buyers."

This works because it describes an internal experience, not just a situation. The reader feels understood.

Part 3: Your Approach or Method

Now you can talk about yourself—but frame it as how you solve the problem you just described.

Example:

"My approach is counterintuitive: I tell clients to post less, but make each post work harder.

We focus on three things: a clear point of view on your industry, content that demonstrates expertise rather than just describing it, and direct engagement with the people who can actually hire you.

It's not about going viral. It's about making sure the right 500 people see you as the obvious choice."

Notice: this section is still about the reader's outcome, not just the writer's credentials.

Part 4: Proof and Credibility

This is where you can include your accomplishments—but selectively, and in service of the story you're telling.

What to include:

• Specific results you've achieved
• Notable clients or companies (if applicable)
• Relevant credentials
• Social proof (publications, speaking, recognition)

What to skip:

• Every job you've ever had
• Awards that don't matter to your reader
• Credentials that aren't relevant
• Humble-brag statements

Example:

"I've helped 40+ founders go from 'I hate self-promotion' to 'I just closed a deal from a LinkedIn DM.'

Previously led marketing at [Company] where we grew from $2M to $15M in 18 months. Before that, agency-side work with brands you'd recognize.

My writing has been featured in First Round Review, Harvard Business Review, and a bunch of places your mom has never heard of."

The last line signals confidence and personality. Don't be afraid to be human.

Part 5: The Call to Action

What should someone do if they've read this far and are interested?

Be specific. "Let's connect" is vague. "Email me at X about Y" is actionable.

Examples:

"If your LinkedIn feels like shouting into the void, DM me 'audit' and I'll send over a 5-minute video reviewing your profile."

"Currently taking on two new clients per quarter. If you're a SaaS founder with product-market fit looking to build pipeline, let's talk."

"I write a weekly newsletter about content that actually drives B2B revenue. 5,000 founders read it. Link in my featured section."

What Your About Section Communicates (Even When You Don't Intend It)

Beyond the literal content, your About section signals several things:

Your level of seriousness — A well-crafted About section signals professionalism. A default one suggests you're not that invested in your LinkedIn presence.

Your communication skills — If you can't explain yourself clearly in 300 words, how will you communicate in a professional context?

Your self-awareness — Do you understand what your audience cares about, or are you just talking about yourself?

Your confidence — Weak language ("I try to help," "I'm somewhat experienced") undermines everything else.

The Biggest Mistakes (And How to Avoid Them)

Mistake 1: The Wall of Text

No paragraph breaks. No visual hierarchy. Just a dense block of text that no one will read.

Fix: Use short paragraphs. One idea per paragraph. White space is your friend.

Mistake 2: Buzzword Soup

"Passionate thought leader leveraging synergistic solutions to empower transformational outcomes."

Nobody knows what this means. It signals that you're hiding behind jargon.

Fix: Describe what you do in words a non-expert would understand.

Mistake 3: Too Much Humility

"I'm just a [role] trying to make a difference."

This undersells you and makes readers wonder why they should pay attention.

Fix: Be factual about your accomplishments without apologizing for them.

Mistake 4: Too Much Arrogance

"I'm the world's leading expert in..."

Unless you actually are (and can prove it), this creates skepticism.

Fix: Let your results speak. "I've helped X clients achieve Y" is more credible than claiming to be the best.

Mistake 5: No Personality

Many About sections read like they were written by the same HR automation. They're technically correct but completely forgettable.

Fix: Include something that could only be written by you. A perspective. A quirk. An honest moment.

Industry-Specific Approaches

Different contexts call for different emphases:

For Job Seekers

Lead with what you're looking for and what you bring. Don't bury the fact that you're open to opportunities.

"I'm looking for my next product management role at a company building something people actually need.

For the past 6 years, I've shipped features used by millions at [Companies]. I specialize in turning messy user feedback into products that make sense.

What I'm best at: taking something complex and making it simple. What I need: a team that ships quickly and doesn't bury decisions in committees."

For Consultants and Freelancers

Lead with the problem you solve and who you solve it for. Include clear indicators of availability and how to engage.

"I'm a brand strategist for funded startups who've outgrown their 'we'll figure it out as we go' phase.

You have product-market fit. Now you need people to understand what you do—and why you're different from the 15 other companies doing something similar.

I help you find the positioning that makes competition irrelevant. Typical engagement: 6 weeks, $25K, and a brand platform you can actually execute."

For Executives and Thought Leaders

Lead with your perspective or point of view. Establish credibility through impact, not title.

"I've built three marketing teams from scratch, scaled two of them past $100M revenue, and learned something different from each one.

The biggest lesson: the tactics that work at $5M often break at $20M. What got you here won't get you there—including your org structure, your tools, and probably some of your people.

I write about the uncomfortable decisions that growth forces you to make. I speak at conferences about stuff that actually matters, not keynote platitudes. Currently CMO at [Company]."

How Long Should It Be?

There's no perfect length, but here's a principle: be as long as you need to be, and no longer.

If you can communicate your value in 150 words, don't pad to 300. If you need 500 words to tell your story properly, use them.

What matters more than length:

• Every sentence should earn its place
• The first 2-3 sentences should hook
• A reader skimming should still get the key points

Final Thoughts: It's Not About You

The irony of the About section is that it's called "About" you, but the effective ones are really about your reader.

They speak to what the reader is looking for. They address the reader's problem. They propose value to the reader. The writer's story is in service of that—not the other way around.

When you rewrite your About section, keep asking: "Would someone with no obligation to care still find this relevant?"

If the answer is yes, you're on the right track.

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Generate Your About Section

Stuck on where to start? Our free LinkedIn About section generator creates personalized drafts based on your role, audience, and goals.

It's designed to help you structure an About section that leads with value, includes the right proof points, and ends with a clear next step.

Generate your About section →

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