Finding Clients

How to write a LinkedIn about section

September 27, 2026 · Bradley Jacobs

Write your LinkedIn about section like you walked into a coffee shop, said who you are, who you help, and what you have actually done. Lead with niche and value. Bullet real accomplishments. Add one line that makes you human. End with an easy way to get in touch. That is the whole job.

I care less about vanity metrics on a single post and more about profile views. Over one 90-day stretch I had 3,166 people land on my profile. Content got them there. The about section is what they read once they arrive.

Mylance is a LinkedIn content system that turns what you know and do into LinkedIn posts that sound like you.

What is a LinkedIn about section?

It is the long bio under your headline, the place you explain what you do in plain language. Think of your profile as a landing page. The about section is the body copy.

Your headline does the short version. Your about section does the human version. If someone likes a post and clicks through, this is where they decide whether you are relevant to them.

Why does your LinkedIn about section matter?

Because good content is useless if your profile cannot finish the job. I have about 26,000 followers, all organic. LinkedIn still will not show every post to every follower. Half of them may never see a given post. The ones who do often end up on your profile.

My best example is a first-person story from early Uber days, when Uber and Lyft launched Raleigh on the same day and Uber had about 90% market share six months later. That post did around 700,000 impressions and 22 inbound conversations. The story got attention. The profile had to convert interest into "I get who this person is."

If your about section is empty, modest to the point of useless, or stuffed with AI slop, you waste the click.

How do you write a LinkedIn about section that works?

Write it in first person, open on who you help and what you do, then prove it with outcomes. Do not warm up with a life story. Do not sound like a resume written by a committee.

In workshops I give people a short profile checklist. Clear and friendly picture. Clear headline that names your niche, value, and who you serve. Then the bio: bullet your accomplishments. Share detailed, outcome-driven results. This is not a time to be modest.

I also like one line that humanizes you. I will say what I do, then why I built Mylance, then a little bit of what makes you, you. That mix is what people remember.

Done is better than perfect. Ship a clear about section this week. Edit it after your next few profile visitors, not after another month of overthinking.

What should you put in your LinkedIn about section?

Put who you help, the problem you solve, proof from work you actually did, one human detail, and a simple call to action. That is enough.

A practical shape:

• Opening: who you help and what you do, in one or two sentences
• Proof: bullets with outcomes from roles or projects, not company marketing copy
• Human line: why you care, why you built the thing, or what you are known for
• CTA: how to get in touch, book a call, or grab something useful

Same rule applies to each job entry on your profile. Do not leave experience blank. Do not paste what the company does. Say what you did.

What mistakes kill a LinkedIn about section?

The big ones are being vague, being too modest, and sounding like AI wrote a personal brand for you.

• Vague: "passionate leader helping businesses grow" says nothing
• Modest to a fault: no outcomes, no niche, no proof
• AI slop: synonym padding, stacked buzzwords, zero first-person detail
• No CTA: someone is impressed and has no next step

If your about section could belong to ten other people in your industry, rewrite it from a real story you tell on calls.

How long should a LinkedIn about section be?

Long enough to cover who you help, proof, one human detail, and a CTA. Short enough that someone can skim it in under a minute. LinkedIn gives you room. You do not need to fill every character.

FAQ

Should my LinkedIn about section be first person or third person?

First person. Write it the way you talk. Third person reads like an old bio someone else wrote for you.

Do I need keywords in my LinkedIn about section?

Yes, the ones your buyer would actually search, used in normal sentences. Niche, who you serve, and the work you do. Do not stuff them.

What if I am still figuring out my positioning?

Start with the clients you already help and the problems you already solve. Your about section should match a business that exists, not a brand you are inventing from scratch.

The simple version

Your content drives people to your profile. Your about section tells them who you are without making them guess. Write it like a coffee shop intro, prove it with outcomes, humanize one line, and make the next step obvious.

Then go post the stories only you can tell. The about section just has to be ready when they show up.