The About section is the most wasted space on LinkedIn.

You have 2,600 characters to tell your story, establish credibility, and convince someone to connect with you or reach out. That’s approximately 350 words. Enough for a complete pitch.

And yet, most executives leave it empty, copy their resume, or write a generic skills list that could belong to anyone.

Worse still: many articles say the limit is 2,000 characters. Wrong. LinkedIn expanded the limit to 2,600 characters years ago.

This guide shows you how to use that space strategically, with the structure used by the most influential executives and examples adapted for your market.

Why the First 3 Lines Determine If Someone Keeps Reading

LinkedIn’s design hides your About. Visitors see only the first 200-300 characters before the “See more” button.

That means you have approximately 2-3 lines to convince someone to keep reading.

If those lines say “Professional with more than 15 years of experience in the financial sector…”, you’ve lost them. It’s generic. It’s boring. It sounds like the About of a thousand other people.

Your opening must generate curiosity, establish relevance, or provoke a reaction.

The Real Limit: 2,600 Characters (Not 2,000)

Verify it yourself: go to your profile, edit the About section, and count. The current limit is 2,600 characters, including spaces and line breaks.

This matters because it gives you additional space for:

Most competitors still cite 2,000. You have 30% more space than they think.

What’s Visible Before “See More”

DeviceVisible Characters
Desktop~270-300 characters
Mobile~200-220 characters
LinkedIn App~180-200 characters

Practical rule: Assume only the first 200 characters will be read by most people. Those 200 must work as a standalone hook.

The Structure Used by the Most Influential CEOs

After analyzing hundreds of successful executive profiles, we identified a structure that repeats:

1. The Hook That Engages

The first 2-3 lines. Their only objective is to make someone click “See more.”

Types of effective hooks:

Provocative question:

Did you know that 70% of digital transformations fail? My job is to make sure yours is in the other 30%.

Impactful statistic:

I’ve led teams that generated $50M in new revenue in 3 years. Here’s how we did it.

Counterintuitive statement:

You don’t need more technology. You need the right technology, implemented correctly.

Personal story:

8 years ago my first startup failed. I lost everything. That experience taught me the 3 things that now ensure my clients don’t repeat my mistakes.

Direct proposition:

I help tech founders raise their Series A. In 3 years, my clients have raised over $100M.

2. The Value Proposition That Differentiates

After the hook, clarify exactly what you do and for whom.

Example:

As CEO of TechConsult, I help family businesses digitize without losing their essence. We don’t implement technology for the sake of it — we design transformations that respect each organization’s culture and pace.

Our approach is different: we start with people, not systems. That’s why 94% of our projects complete on time and budget (vs. the industry average of 30%).

3. The Achievements That Generate Credibility

After establishing what you do, demonstrate you do it well. Concrete metrics > generic claims.

Weak: “Extensive experience in the sector” Strong: “15 years leading teams of up to 200 people”

Weak: “Proven results” Strong: “Increased profitability of 3 business units by an average of 40%”

Weak: “Recognized in the industry” Strong: “Top 50 Leaders in Tech by MIT Technology Review 2024”

Suggested format for achievements:

Some numbers from my career:

  • $50M+ in revenue generated for clients
  • 12 companies taken from $1M to $10M ARR
  • 200+ executives mentored
  • 94% client retention rate

4. The Story or Mission That Connects

This is where you become human. A brief story about why you do what you do.

You don’t need to be vulnerable or dramatic. Just genuine.

Example:

Why do I specialize in family businesses?

I grew up watching my father build an SMB from zero. I saw how the lack of proper advice almost cost him the business. Today I work to ensure other business owners have the support he didn’t have.

5. The CTA That Converts

End with a clear invitation to action. What do you want someone to do after reading your About?

CTA examples:

For potential clients: If you lead a family business and digital transformation keeps you up at night, let’s talk. Schedule a free diagnostic call: [link] or email me at [email].

For talent: I’m always looking for exceptional people who want to build something meaningful. If you’re interested in joining TechConsult, send me a message with “I want to join” as the subject.

For investors: Currently raising our Series A. If you invest in fintech, I’d love to show you what we’re building.

For general networking: I like connecting with other CEOs navigating similar challenges. If you have a $5-50M revenue company and want to exchange experiences, send me an invitation.

First or Third Person? The Definitive Answer

Use first person. Period.

Third person (“John Smith is a recognized expert…”) sounds artificial, distant, and like someone else wrote your profile (which on LinkedIn is perceived negatively, although ironically the best profiles are often written by professionals).

Very limited exception: Profiles of Fortune 500 executives with communications teams maintaining an official biography tone. Even in those cases, the trend is toward first person.

Data supporting this:

The 10 Errors That Make Your About Go Unnoticed

1. The Copied Resume Error

Your About is not your resume. It’s not a list of previous jobs. It’s not “2015-2018: Sales Manager at Company X. 2018-2022: Commercial Director at Company Y.”

The Experience section is for your work history. The About is for your narrative.

2. The Wall of Text Error

A solid block of 2,600 characters without line breaks is unreadable. People scan, they don’t read. Use:

3. Starting with “I am a professional in…”

The most generic opening possible. Every third profile starts this way. It doesn’t generate curiosity, doesn’t differentiate, doesn’t hook.

4. Using Empty Buzzwords

“Results-oriented”, “strategic thinker”, “team player”, “problem solver”. These phrases say nothing because everyone uses them.

If you have to say you’re “results-oriented,” you probably don’t have specific results to show.

5. Talking Only About Yourself, Not the Value You Provide

“I have 20 years of experience” is fine. “In 20 years I’ve helped 50 companies double their sales” is better.

Your About should answer: Why should I care?

6. Not Including a CTA

An About without a CTA is a conversation that ends abruptly. What do you want the reader to do? Tell them.

7. Leaving It Empty or With 2 Lines

An empty About says “I didn’t take the time to complete my profile” or “I have nothing interesting to say.” Neither is the message you want to send.

8. Including Irrelevant Information

Your university degree from 25 years ago, your hobbies (unless relevant), excessive personal information. The About has limited space; every sentence must earn its place.

9. Not Updating for Years

If your About mentions “my company founded in 2019” and we’re in 2026, it shows. If it talks about goals you’ve already achieved, it shows. Review and update at least once a year.

10. Writing for Everyone Instead of Your Audience

If you try to speak to clients, potential employees, investors, journalists, and competitors at the same time, you effectively speak to no one.

Define your primary audience and write for them.

5 Examples of Effective Abouts for Founders

Example 1: Fintech Founder Seeking B2B Clients

60% of SMBs don’t have access to bank credit. I founded EasyCredit to change that.

Our platform uses artificial intelligence to evaluate credit risk differently. We don’t just look at banking history (which many SMBs don’t have). We analyze real cash flow, payment behavior with suppliers, and industry trends.

The result: we can approve credits that banks reject, with competitive rates and no bureaucracy.

Some numbers:

  • 5,000+ SMBs financed
  • $150M disbursed
  • 94% recovery rate
  • NPS of 78

Before EasyCredit, I spent 8 years in corporate banking (BBVA and Santander). I saw from the inside why the system doesn’t work for small businesses. Now I work to fix it.

If you have an SMB and need capital to grow, visit us at easycredit.com or write me directly.

If you’re an investor interested in fintech, I’d love to show you what we’re building. Currently in Series A.

Example 2: Consulting CEO Seeking to Position as Thought Leader

Most digital transformations fail. Not because of technology — because of people.

I’ve spent 15 years leading transformation projects in companies, from family SMBs to corporations with thousands of employees. The pattern is always the same: companies buy technology expecting magic and are surprised when it doesn’t work.

Technology is 20% of success. 80% is cultural change, training, and process design centered on the people who will use them.

That’s what we do differently at TransformCo:

  • We start by understanding how your people work TODAY (not how they should work)
  • We design transformation to minimize friction
  • We train until adoption is real, not just installation

The result: 94% of projects completed on time vs. 30% industry average.

I write about digital transformation, leadership, and organizational culture here on LinkedIn. If these topics interest you, follow me.

If you lead a company in transformation and feel something isn’t working, let’s talk. Schedule a no-cost diagnostic session: [calendly link]

Example 3: Tech Startup Founder Seeking Talent

We’re building the payment infrastructure that the world needs.

PayConnect processes transactions between banks, fintechs, and merchants. Sounds boring until you understand the problem: moving money is slow, expensive, and fragmented. Each country, each bank, each wallet is a silo.

We connect those silos. One API, multiple destinations, real time.

In 2 years:

  • From 3 founders to 80 people
  • $50M USD processed monthly
  • Presence in 5 countries
  • Backed by Sequoia and a16z

Why does it matter? Because more efficient payments mean more commerce, more financial inclusion, more economic growth. Every basis point we reduce in transaction costs translates to millions of dollars staying in the hands of people and businesses.

I’m building a world-class team to solve this problem. If you’re an engineer, designer, or product professional who wants to work on financial infrastructure with real impact, let’s talk.

We’re not looking for perfect resumes. We’re looking for curious, resilient people obsessed with solving complex problems.

Current openings: payconnect.io/careers Or write me directly with “I’m interested” as the subject.

Example 4: Executive Consultant Seeking Corporate Clients

“We hired consultants and everything stays the same.”

I hear it on every first call. And they’re right: traditional consulting delivers PowerPoints that nobody implements.

My approach is different. I don’t sell strategy — I sell accompanied execution. I integrate with your team, we implement together, and I don’t leave until results are measurable.

Specialties:

  • Organizational design for growing companies
  • Compensation and incentive systems
  • Leadership development for middle management
  • Culture of accountability

Current clients include 3 unicorns and 8 companies in the Best Places to Work ranking.

Background: 10 years at McKinsey → 5 years as CHRO at a hypergrowth startup → Independent consulting since 2022.

If your organization grew faster than your structure, I can probably help. First diagnostic session at no cost: maria@executiveconsultant.com

Example 5: Established Company CEO Seeking Brand Visibility

Industrial Group celebrates 50 years this year. Three generations building world-class manufacturing.

We produce automotive components for 15 of the 20 largest automakers in the world. If you drive a car in North America, it probably has one of our parts.

But this LinkedIn account isn’t about the company — it’s about sharing what we’ve learned in half a century of manufacturing:

  • How to compete with quality when China competes with price
  • Why family businesses need corporate governance
  • The reality of doing business (the good and the complex)
  • Sustainability in manufacturing: it’s not optional, it’s competitive advantage

I post weekly about these topics. If you’re interested in manufacturing, family businesses, or doing business, follow me.

And if your company is looking for a precision manufacturing supplier with proven capacity, quality, and compliance, let’s talk: ricardo@industrialgroup.com

Formulas and Templates to Write Your About

Template for Established Company CEOs

[Hook: Statistic or statement about your industry]

[What your company does in terms of customer value]

[Main differentiator: why you and not the competition]

[2-3 achievements with metrics]

[Brief personal or company story that generates connection]

[CTA: What you want the reader to do]

Template for Growing Founders

[Hook: The problem you solve stated impactfully]

[Your solution in 2-3 sentences]

[Traction / Achievements with numbers]

[Why you care / Origin story]

[CTA: Double — for clients/users AND for talent/investors]

Template for Executive Consultants

[Hook: Common pain of your ideal client]

[Your differentiated approach in 2-3 sentences]

[Credentials that generate trust — ex-companies, clients, results]

[Specialties in list form]

[CTA: How to work with you]

Frequently Asked Questions About the About Section

How many characters does LinkedIn’s About section have?

The current limit is 2,600 characters, including spaces and line breaks. Many outdated articles mention 2,000 characters, but LinkedIn increased the limit.

Should I write in first or third person?

First person. It’s more personal, generates more connection, and is what both LinkedIn and personal branding experts recommend. Third person is perceived as distant and artificial.

What should I put in my About if I’m a founder?

Recommended structure: 1) Hook about the problem you solve, 2) Your solution, 3) Traction/achievements with metrics, 4) Story of why you care, 5) CTA for clients and/or investors/talent.

How should I start the About section?

With a hook that generates curiosity: provocative question, impactful statistic, counterintuitive statement, or brief personal story. Avoid “I am a professional in…” or any generic opening.

Can I use emojis in LinkedIn’s About?

You can, but use them sparingly for executives. Some emojis like bullets (•, →) or checks (✓) can help with formatting. Avoid excessive decorative emojis that detract from professionalism.

Should I include my email in the About?

If you want to be contacted directly, yes. Including it at the end of your About as part of your CTA facilitates contact for people who don’t want to use LinkedIn’s messaging system.

Your About Is Your 350-Word Pitch

You have 2,600 characters. It’s enough space to tell a compelling story, establish your credibility, and move someone to action.

Don’t waste it with a copied resume. Don’t leave it empty. Don’t write something generic that could belong to anyone in your industry.

Tell YOUR story. Show YOUR value. Invite YOUR action.

It’s the most valuable space on your LinkedIn profile. Treat it as such.

You’ve optimized your headline. Now you have your About. The next step is understanding how the LinkedIn algorithm determines who sees your content.

Want a professional to write your About while you focus on your business? At Mazkara Studio we help founders and executives build their personal brand on LinkedIn. Schedule a call →

Try our free LinkedIn Scorecard for a complete diagnosis of your profile, including headline, About, and visibility factors.