How to Write a LinkedIn Headline That Attracts Clients

A high converting LinkedIn headline combines your role, the value you provide, who you serve, and a credibility marker. All of this needs to fit in under 220 characters. Your headline is the single most important element of your LinkedIn profile because it appears everywhere: search results, comments, posts, and connection requests.

At Lever Brands, we have optimised hundreds of executive LinkedIn profiles and seen how the right headline can dramatically increase profile views and connection acceptance rates. This guide gives you the exact formula and examples you need.

In this guide, you will learn why your headline matters so much, the formula that works for founders and executives, real examples across industries, common mistakes to avoid, and how to test and optimise your headline.

Why Does Your LinkedIn Headline Matter So Much?

Your headline is not just a job title. It is your personal billboard that appears every time you interact on LinkedIn.

Where Your Headline Appears

• LinkedIn search results when people look for expertise

• Every comment you leave on other posts

• Connection request notifications

• Your posts in the feed

• People Also Viewed suggestions

• Group discussions and messages

The Numbers

Research shows that:

• Profiles with optimised headlines get 40% more profile views

• Connection request acceptance rates increase by 30% with clear value propositions

• Recruiters and prospects spend just 7 seconds deciding whether to click

• Your headline is the first thing 90% of people read after your name

A generic headline like CEO at Company Name wastes the opportunity. Every character should work to attract your ideal audience.

What Is the Best LinkedIn Headline Formula for Founders?

After testing hundreds of variations, we have found a formula that consistently works for founders and executives.

The Formula

Role | Value Proposition | Credibility Marker

Let us break down each component:

Role: Your title or position. Keep it clear and recognisable.

Value Proposition: Who you help and how you help them. This is where most people fail. Be specific about the transformation you provide.

Credibility Marker: Something that proves you can deliver on your promise. Numbers, awards, or notable achievements work best.

Formula Variations

What Are the Best LinkedIn Headline Examples for Executives?

Here are real examples across different industries and roles. Use these as inspiration for your own headline.

Tech Founders

• CEO at CloudTech | Helping enterprises cut cloud costs by 40% | Former AWS

• Founder building the future of remote hiring | 500 companies trust us | Forbes 30 Under 30

• CTO turned CEO | Scaling B2B SaaS from 1M to 20M ARR | Angel investor

Agency and Service Founders

• Founder at GrowthAgency | We build personal brands that generate pipeline | 500M impressions delivered

• CEO helping B2B companies 3x their LinkedIn leads | No ads required | 200 clients served

• Marketing strategist for funded startups | Founder at MarketingCo | Ex Google

Finance and Investment

• CFO | Helping tech companies navigate fundraising | 100M raised for clients

• Angel investor and advisor | Backed 50 startups | Former Goldman Sachs

• Fractional CFO for Series A startups | Ex Big 4 | Finance made simple

Consultants and Advisors

• Executive coach for tech CEOs | 15 years building teams | Author of Leadership Book

• Sales trainer | Helping B2B teams close bigger deals faster | 2B in client revenue

• Strategy consultant | McKinsey trained | Helping founders think bigger

Before and After Examples

What Mistakes Should You Avoid in Your LinkedIn Headline?

Common headline mistakes that hurt your profile:

Being Too Vague

Headlines like Helping businesses grow or Making the world a better place say nothing. Be specific about who you help and how.

Using Buzzwords

Avoid words like visionary, guru, ninja, rockstar, or thought leader. These have been overused to the point of meaninglessness. Let your results speak for themselves.

Just Using Your Job Title

CEO at Company tells people nothing about why they should connect. Your title is already visible on your profile. Use the headline for more value.

Keyword Stuffing

Cramming in every possible keyword makes your headline unreadable. Write for humans first, search second.

Being Too Long

LinkedIn truncates headlines on mobile. If your most important information is at the end, people will not see it. Front load the key value.

How Do You Test and Optimise Your LinkedIn Headline?

Your headline should evolve based on results. Here is how to test effectively.

Metrics to Track

• Profile views per week

• Connection request acceptance rate

• Search appearances

• Inbound messages from ideal prospects

Testing Approach

1. Record your current metrics for two weeks as a baseline

2. Change your headline to a new version

3. Run the new version for two weeks

4. Compare the metrics

5. Keep the winner and test again

What to Test

• Value proposition wording

• Order of components

• Specific numbers versus general claims

• Including versus excluding emojis

• Different credibility markers

Frequently Asked Questions

How long should a LinkedIn headline be?

LinkedIn allows 220 characters, but aim for 120 to 180 characters for optimal display across devices. Mobile truncates longer headlines, so front load the most important information. Every word should earn its place.

Should I include my company name in my LinkedIn headline?

Only if your company has strong brand recognition. For most founders, headline space is better used for value proposition and credibility markers. Your company name already appears below your headline automatically.

How often should I update my LinkedIn headline?

Review quarterly or when your focus shifts significantly. Test new versions when engagement drops. Major changes like new roles, achievements, or target audience shifts warrant immediate updates.

Can I use emojis in my LinkedIn headline?

Use sparingly. One emoji can add visual distinction, but multiple emojis appear unprofessional. Avoid emojis entirely for C suite executives in traditional industries. Test with your specific audience to gauge reception.

Key Takeaways

Your LinkedIn headline is valuable real estate. Use it wisely:

• Follow the formula: Role plus Value Proposition plus Credibility Marker

• Be specific about who you help and the results you deliver

• Avoid buzzwords and vague claims

• Front load important information for mobile display

• Test different versions and track the metrics

Ready to Optimise Your LinkedIn Presence?

Your headline is just the start. At Lever Brands, we help founders and executives build complete LinkedIn personal brands that generate real business results.

If you want expert help optimising your profile and content strategy, get in touch with our team to discuss how we can help.