In the Australian business landscape, a LinkedIn Company Page is more than just a social profile; it is your digital shopfront for B2B networking, talent acquisition, and industry authority. Whether you are a solo consultant in Brisbane or a growing trade business in Sydney, a professional LinkedIn presence validates your brand and helps you tap into a network of over 12 million Australian users.
Prerequisites: What You’ll Need Before Starting
Before you dive in, ensure you have the following ready to make the process seamless:- A Personal LinkedIn Profile: You cannot create a business page without a personal account to act as the administrator.
- Company Logo: A square image (300 x 300 pixels is ideal).
- Cover Image: A landscape banner (1584 x 396 pixels).
- Company Details: Your ABN (handy for verification), physical address, website URL, and a brief description of what you do.
- Verified Email: Ensure your personal LinkedIn account is linked to a confirmed email address.
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Step 1: Access the Creation Suite
Log in to your personal LinkedIn account on a desktop or laptop. While you can do many things on the mobile app, setting up a page is much easier on a widescreen. Look at the top right-hand corner of your homepage and click on the 'For Business' icon (it looks like a grid of squares).At the bottom of the sidebar menu that slides out, click on 'Create a Company Page +'.
Step 2: Choose Your Page Type
LinkedIn will present you with three options:- Company: For small, medium, and large businesses (Most common).
- Showcase Page: For sub-brands or specific initiatives associated with an existing page.
- Educational Institution: For schools and universities.
For 99% of Australian small business owners, select 'Company'.
Step 3: Enter Your Identity Details
This is where you define how people find you. You will see fields for:- Name: Enter your registered business name (e.g., 'Brisbane Premium Plumbing').
- LinkedIn Public URL: LinkedIn will auto-fill this based on your name. Keep it short and clean (e.g.,
linkedin.com/company/brisbane-premium-plumbing). If your name is taken, try adding your city or 'AU' to the end. - Website: Enter your full website URL starting with
https://.
Screenshot Description: On this screen, you will see a live preview on the right side of the page that updates as you type, showing how your page header will look on both desktop and mobile.
Step 4: Add Industry and Company Size
Select your industry from the dropdown menu. Be as specific as possible, as this helps LinkedIn's algorithm suggest your page to relevant users. Select your company size (e.g., 2-10 employees) and your organisation type (e.g., Privately Held, Sole Proprietorship, or Public Company).Step 5: Upload Your Branding (Logo & Tagline)
Upload your square logo. Avoid using a logo with tiny text, as it will be hard to read on mobile devices.Then, craft your Tagline. This is a 120-character 'elevator pitch' that appears right under your business name. Example:* "Providing expert electrical solutions for Brisbane homes and businesses since 2010."
Step 6: The Verification Declaration
Tick the checkbox to confirm that you are an authorised representative of the organisation and have the right to create the page. Click 'Create Page'.Step 7: Optimise with a Compelling Description
Once the page is created, you’ll be taken to the Admin View. Click the 'Edit Page' button or the 'Description' prompt. You have 2,000 characters here, but the first 156 characters are the most important as they often appear in Google search results.Focus on the problems you solve for your clients. Use keywords naturally (e.g., "Commercial cleaning services in Perth") to help with local SEO.
Step 8: Add Your Location
Click on 'Locations' in the left-hand menu. Adding a physical address is vital for local businesses. Even if you work from home and don't want your street number public, adding your suburb and 'Brisbane, QLD' helps you show up in local searches. You can add multiple locations if you have offices in different states.Step 9: Customise Your Action Button
This is the primary Call to Action (CTA) on your page. You can choose from options like:- Visit website
- Contact us
- Learn more
- Register
- Sign up
For most service-based businesses, 'Visit website' or 'Contact us' works best. Ensure the link leads to a specific landing page, not just your homepage, if you are running a specific promotion.
Step 10: Set Up Your Lead Gen Form (Optional but Recommended)
LinkedIn allows you to add a 'Lead Gen' button to your page. This allows users to share their contact details with you directly through LinkedIn without leaving the platform. It’s a fantastic way to capture enquiries from busy professionals.Step 11: Create Your First Post
Before you start inviting people to follow your page, make it look active. Post an introductory message. Tip:* Share a photo of your team or a recent project. Welcome your followers and explain what kind of value you'll be sharing on this page (e.g., industry tips, local news, or case studies).Step 12: Invite Your Connections
On your admin dashboard, you will see a box titled 'Invite connections to follow'. LinkedIn gives you 250 invite credits per month. Use these wisely by inviting people in your network who would genuinely benefit from your updates. When they accept, your credit is returned to you!---
Pro Tips for Success
- Consistency is Key: Aim to post at least once a week. In Australia, Tuesday, Wednesday, and Thursday mornings (between 8:00 AM and 10:00 AM AEST) typically see the highest engagement.
- Use Employee Advocacy: Encourage your staff to link their personal profiles to the new company page. This automatically adds your logo to their profiles and expands your reach.
- Visuals Matter: Posts with images get 2x higher engagement, and videos get 5x more engagement than plain text.
Common Mistakes to Avoid
- Using a Personal Profile for a Business: This is against LinkedIn’s Terms of Service and makes your brand look unprofessional. Always use a Company Page.
- Leaving the Cover Image Blank: The default grey gradient looks like an unfinished construction site. Use Canva to create a simple branded banner.
- Ignoring Comments: LinkedIn is a social network. If someone comments on your post, reply! It boosts your post in the algorithm.
Troubleshooting
- "Company Name already exists": If your business name is taken, you may need to add a location (e.g., 'Blue Ocean Marketing AU'). If someone is squatting on your trademarked name, you can file a report with LinkedIn Support.
- Pages Not Appearing in Search: It can take 24-48 hours for a new page to be indexed by LinkedIn’s internal search and several days for Google.
- Unable to Invite Connections: If the button is greyed out, you may have reached your monthly limit or you might not have enough personal connections yet.
Next Steps
Now that your page is live, it's time to build your content strategy. Focus on sharing helpful, non-salesy content that positions you as the local expert in your field.If you need help creating a professional content calendar or managing your LinkedIn ads to reach more Australian decision-makers, the team at Local Marketing Group is here to help. Contact us today to discuss your digital strategy.