Writing for LinkedIn posts is different from writing for a blog or website. People scroll fast, attention spans are short, and there is an endless stream of content competing for space. If you want your posts to stand out, they need to be clear, structured and worth reading.
Whether you are a business owner, a freelancer or a marketing professional, here’s how to write LinkedIn posts that get attention—and lead somewhere valuable.
Start with a hook
Your opening lines are everything. When someone scrolls past your post, only the first two or three lines are visible before they have to click “see more.” If those first words don’t spark interest, they’ll move on.
A strong hook might be a direct question, a bold statement or an unexpected fact. But what is the best approach? Tap into a problem your audience faces.
Imagine you work in the medical devices industry. You might start with:
“A hospital switched to our device and reduced patient complications by 35%—but it wasn’t the tech that made the biggest impact.”
This immediately raises curiosity. What was the real reason for the success? A doctor, medical buyer or hospital administrator will want to know more.
The key is to give just enough information to pull them in but not enough to provide the whole answer upfront.
This approach grabs attention and highlights the power of effective communication—something that makes all the difference on LinkedIn.
Keep it clear and structured
Dense paragraphs are a guaranteed way to lose readers. People skim LinkedIn posts, so your copy should be easy to scan.
- Use short paragraphs—one or two sentences at most
- Break up sections with spacing
- Add bullet points for key insights
If your post looks overwhelming, people won’t even start reading.
Write like a human
Too many LinkedIn posts sound robotic or overly polished. People connect with people, not stiff, corporate language.
Instead of:
“Leveraging state-of-the-art innovations, our cutting-edge technology streamlines surgical procedures.”
Try:
“Our device makes surgery faster and safer—because no surgeon wants to waste time setting up complicated equipment.”
Good writing is clear, direct and conversational. When you write LinkedIn posts, authenticity also plays a huge role in connecting with your audience.
Provide value and a clear next step
People won’t engage with a post that just talks about you. The best LinkedIn posts teach, inspire or start a conversation. Before hitting publish, ask:
- Does this solve a problem or offer insight?
- Would I stop to read this if someone else posted it?
- What is the reader getting out of this?
Offering genuine value is key to engagement. But beyond providing value, your LinkedIn posts should have a purpose. What do you want people to do next? Be sure to give clear instructions.
Engagement—build credibility over time
If you want to grow your audience and establish authority, focus on sparking conversation. More comments and shares increase your reach, helping you become a recognised voice in your industry.
Encourage engagement by:
- Asking a direct question at the end of your post
- Inviting people to share their experience
- Offering a unique perspective that people will want to discuss
Over time, this builds trust—potential clients start reaching out to you rather than the other way around.
Website traffic—bring readers to your content
Sometimes, the goal of a LinkedIn post is to drive people to your website. The best way to do this is by offering helpful information upfront and linking to more details.
This could be:
- A blog post that expands on the topic
- A free resource, like a guide or checklist
- A case study showing real-world results
For example, if you’ve shared a post on how better product descriptions improve sales, your call to action might be:
“If you want to see real-world examples of this, check out my full guide here.”
The key is to make the link feel like a natural next step, not just an afterthought.
Generating leads—turning readers into clients
If you want your posts to lead to business opportunities, be clear about what you offer. This doesn’t mean every post should be a sales pitch, but it should position you as the expert who can solve a problem.
Ways to do this:
- Share a success story or case study
- Offer quick, actionable tips that show your expertise
- End with an open invitation, like:
“New surgical tools are cutting operation times by 20%—but the real benefit is in patient recovery. Have you seen similar results?”
When done right, this feels like a natural progression—not a pushy sales tactic.
End with a call to action
If you want people to take the next step, make it easy for them. A simple nudge can make a big difference.
- “Have you faced this challenge? What worked for you?”
- “If you found this useful, pass it on to someone who might need it.”
- “Need help with this? Let’s chat.”
Most people won’t take action unless you guide them towards it.
Keep experimenting
Not every post will be a hit, and that’s fine. The key is to test what works. Try different types of openings, mix up short insights with longer storytelling, and track which posts get engagement.
Writing great LinkedIn posts is a skill—like any other, it improves with practice.
Need help?
Most LinkedIn posts get ignored, but yours don’t have to. A strong hook, clear structure, and a well-placed next step can turn a passive reader into an engaged follower—or even a client.
If you need help to write LinkedIn posts, new articles for your content, or just some expert editing and proofing, I’d love to hear from you. Contact me here.
Want more insights on writing engaging content? Check out my other articles for practical tips and strategies.