Setting Up a LinkedIn Page for a B2B Company

Creating the Page

A Page is created from a personal LinkedIn account. On desktop, LinkedIn's Create a LinkedIn Page instructions are: click the For Business icon at the top right of your homepage, choose Create a Company Page, pick the Page type (Company, Showcase page or Educational institution), fill in the identity, company details and profile details, and tick the box confirming you have the right to act on behalf of the company. The mobile app asks for the company name, LinkedIn public URL, website, industry, company size, company type and an optional tagline.

Whoever creates the Page becomes its super admin and can then add other admins. That makes the choice of creator matter. Ideally it is someone who will stay with the business, not a freelancer or a temporary hire, and a second super admin should be added soon after so the Page is never tied to one person's account.

Use the same name, logo and description you use on your website so people recognise you. Our guide to the logos, fonts and brand files a web team needs lists the files worth having in one place before you start.

Admin roles: who gets what

LinkedIn splits Page admin roles into two groups. To become an admin, a member must request access or be granted it by an existing admin, and one person can hold several roles.

Page admins:

• Super admin: every permission, including adding and removing any type of admin, editing Page information, creating job postings and deactivating the Page.
• Content admin: creates and manages Page content, including posts, boosting posts and events.
• Analyst: sees the Page's analytics only.

Paid media admins, who work through Campaign Manager:

• Sponsored Content poster: creates Sponsored Content ads for the organisation or sponsors its organic posts in Campaign Manager.
• Lead Gen Forms manager: downloads leads from Lead Gen Forms created in Campaign Manager.
• Landing Pages manager: creates and edits LinkedIn Landing Pages associated with the Page.

A sensible split is two super admins from inside the business, content admin for whoever writes the posts, and a paid media role for an agency running ads. The agency can then do its work without being able to remove your own admins or deactivate the Page. Review the list when people leave.

Showcase Pages

LinkedIn describes Showcase Pages as extensions of your Page for a brand, business unit or initiative with its own message and audience. Only a super admin of the parent Page can create one, from the Create menu in the super admin view. A Page can have up to 25 Showcase Pages, and each Showcase Page belongs to only one parent Page.

Each Showcase Page needs its own posts and followers, so it only makes sense when a part of the business has a distinct audience and someone to keep it active. For a small company with one main service, one Page that is posted to regularly is simpler to keep up.

Page verification

A verified Page shows a badge signalling that it is the organisation's official Page. According to LinkedIn's Page verification help page, not every Page is eligible. Eligibility may be based on meaningful engagement with LinkedIn, such as posting regularly or responding to members, and on an established commercial relationship with LinkedIn, such as recurring use of Ads, Jobs or a Premium Company Page subscription. Meeting these criteria does not guarantee verification; the Page still has to pass LinkedIn's review.

If the Page is eligible, a super admin can request verification from the desktop site under Settings, then Verification controls. You enter the legal business name, the website URL and the business address, and must prove ownership of the website, which must accurately represent the organisation. LinkedIn says verification can take up to 48 hours depending on your domain provider. Once a Page is verified, employees of the company can verify their workplace.

If you do not see Verification controls in Settings, LinkedIn says the Page is not eligible at this time.

Connecting the Page to your website

Link to the Page from your website's header or footer, and make sure the website URL on the Page points to your real home page. When people share your pages on LinkedIn, the preview uses your site's Open Graph tags; our guide to link previews on social media explains how to control the title, description and image that appear.

For a B2B company, the Page is one route to the website, not a replacement for it. Our guide to turning a B2B website into a lead source covers what the site itself needs to turn those visits into enquiries, and our guide to UTM links shows how to tag the links you post so you can see which posts bring visitors.

The LinkedIn Insight Tag

If you plan to advertise on LinkedIn, Campaign Manager offers the LinkedIn Insight Tag, a piece of JavaScript for your website that tracks conversions, lets you retarget website visitors and reports on the categories of LinkedIn members who visit. LinkedIn lists the data it collects: the URL, referrer, IP address, device and browser characteristics, and timestamp. It says direct identifiers are removed within seven days and the remaining pseudonymised data is deleted within 180 days, and that advertisers receive reports rather than members' personal data.

Two points matter before you install it:

• Sensitive pages. Under LinkedIn's terms, the tag should not be installed on pages that collect or contain sensitive data. LinkedIn's examples include consumer pages for certain medications and pages where people manage their financial accounts or medical appointments.
• Consent. The tag runs in the visitor's browser and sends data about the visit to LinkedIn, so it falls under the cookie and consent rules for marketing tags. Our guide to cookie consent banners explains what may load before a visitor chooses.

LinkedIn also supports adding the tag through Google Tag Manager, where you can set it to fire only after consent; see our Google Tag Manager basics guide.

Frequently asked questions

Who should be the super admin of our LinkedIn Page?

LinkedIn makes whoever creates the Page its super admin, with every permission including adding and removing admins and deactivating the Page. Give that role to people inside the business, and use content admin or paid media roles for agencies and freelancers.

How many Showcase Pages can we have?

LinkedIn says you can create up to 25 Showcase Pages, each linked to one parent Page, and only a super admin of the parent Page can create them.

Why can we not see the option to verify our Page?

LinkedIn says that if Verification controls does not appear in the Page's Settings, the Page is not eligible at this time. Eligibility may depend on engagement such as posting regularly and on an established commercial relationship with LinkedIn, and meeting the criteria does not guarantee verification.

Do we need the Insight Tag if we do not advertise on LinkedIn?

The Insight Tag is set up in Campaign Manager and is used for conversion tracking, retargeting and audience reports on LinkedIn ads. If you do not run LinkedIn ads, it has little to offer and adds another tag that needs consent.

Want a B2B website your LinkedIn activity can send people to? See our website development service and all our services, or email [email protected].