Most people use LinkedIn as a public place to post their resumes, and hope someone relevant might find them one day. But being the world’s largest professional network, LinkedIn has a ton to offer business owners who take it seriously.

If you’re in B2B, this is the best place to connect with prospective customers. If you’re in B2C, other platforms might be better for this, but LinkedIn is still a great place to connect with potential referral and marketing partners.

Yet before you do any of that, you need to create a winning LinkedIn profile. Here’s how to do it.

Remember That Your LinkedIn Profile isn’t About You

Just like your website or app’s “about” page, your LinkedIn profile isn’t really about you. It’s about how your experience and passion can help your prospects and partners reach their goals. Or, at least, that’s what prospects and partners look for when they read your profile.

Therefore, if you want to increase mobile client acquisition and generate some referrals through LinkedIn, make sure your text focuses on their challenges and pain points, followed by an explanation how your business can help them overcome these challenges and pain points. You’ll build a lot more trust and a much better emotional connection with readers this way.

Use Keywords in an Organic Way

Keywords are the words your prospective clients and partners type into LinkedIn’s search bar to find the kind of profiles they need. For example, you might want searches with the keywords “Boulder Family Lawyer” to lead prospects straight to your profile.

To find out what keywords you need to target, read message boards and social media groups where your target audience is active, and see which words and phrases keep on getting repeated. Do the same as you read competitor profiles, websites and apps.

Once you figure it out, it’s time to embed these words and phrases throughout your profile. Don’t make it too obvious by writing “Boulder Family Lawyer” 100 times in unrelated places. That’s because this tactic usually creates a feeling that the business owner is trying to over-sell, which is a turn off for prospects. Even if they’re already in your network, it’ll be challenging for them to send referrals your way, because they’ll know your profile won’t make a good impression.

Instead, use the space LinkedIn gives you in your summary, job descriptions, project descriptions and publication descriptions to write copy that focuses on overcoming prospects’ challenges, and add your keywords whenever it feels natural to the text.

For example, if you make cat food for a living, and you used to work in a store that sold cat food, you can write about cat food in your job description. You can also write about it in the description of the project where you regularly feed street cats, and in the publication description of the guest post you wrote for a top pet blog. This way, the keywords “cat food” keep popping up, but in an organic way, which doesn’t sound too salesy.

Make it Visual

Human beings are visual beings, and we retain information much better when it’s presented to us in a visual way. LinkedIn understands that, so it lets you add images and embed videos from YouTube.

Take advantage of this feature to present images and videos of testimonials and customer case studies, plus add visuals of your products whenever possible.

Make your profile visually enticing, and you’ll get more leads and referrals, because it’ll be easier and more enjoyable to consume your information.

Add Contact Info

This might sound obvious, but most LinkedIn users don’t add their contact info to their profiles. Maybe they’re used to Facebook, where everyone can email each other (even if those emails do go to the “other” folder), but LinkedIn is different.

To email people on LinkedIn, you need a premium subscription, which most people don’t invest in. Their best bet is to send you a “cold” invitation, hope you accept it, and only then will they be able to send you a private message, also known as an InMail.

If you’re serious about landing more clients and referrals through LinkedIn, you’ll make it easy for prospects and potential partners to contact you. Add your email or your phone in the “Advice for Contacting” section of your profile, and also add it to an easy-to-see spot in your summary, for people who won’t scroll all the way down.

But as every great business owner knows, lead generation and referrals don’t happen on their own, so go out there, engage with prospects on LinkedIn groups and on your feed, and expand your LinkedIn network.