How to write a LinkedIn About section that does not sound generic
Drop template About copy for a six-beat story, one before-and-after, and a read-aloud pass. Aim at one reader and one next step, not a trophy wall of keywords.
The LinkedIn About box is where sharp people accidentally sound like a press release.
They cram every keyword, every award, and every vague adjective until the reader checks out.
You do not need more hype. You need a tighter story and a clear invitation.
Three mistakes that read as fake
Keyword stuffing. If you read it aloud and it sounds like old SEO, rewrite.
Third-person corporate soup. “Jane is a passionate leader who thrives in dynamic environments” does not tell anyone what happens on Tuesday.
Claims with no scene. “Trusted by teams worldwide” is wallpaper without one concrete detail.
If your About could belong to five hundred peers in your industry, it will not help anyone pick you.
Before and after (anonymous, same person)
Before:
Results-driven marketing leader with a proven track record of driving growth across omnichannel initiatives. Passionate about storytelling, data, and building high-performing teams.
After:
I help B2B SaaS teams turn messy product launches into clear messaging. Recent work: repositioning an analytics tool for ops leaders, which shaved about two weeks off the average sales cycle. I work best with founders who want crisp narrative, not a new font. If that is you, send a note with what you ship and who buys it.
The second version names a who, a what, and a proof signal. It also sets a boundary.
Six beats that still sound human
You do not need this exact order every time, but cover these somewhere.
1) Who you help
One line. Not twelve industries in a row.
2) What you actually do
Verbs and outcomes, not a trophy stack of titles.
3) Proof in plain language
Numbers if you can share them. If not, use a concrete scenario: “recent project,” “typical engagement,” “what week one looks like.”
4) How you work
Cadence, collaboration style, what you are picky about. Good fits self-select.
5) Boundaries
Who you are not for. Boundaries build trust faster than flattery.
6) One primary CTA
Tell people what to send, what to include, or what to book. One path beats five links nobody clicks.
Draft in a doc first, then paste into LinkedIn. Short paragraphs and intentional line breaks survive the ugly editor better than slabs of text.
Read it out loud, slowly
If a sentence would never leave your mouth on a call with a smart friend, cut or rewrite it.
If you stack three adjectives, keep the one that does real work.
If you cannot explain the work without jargon, write the jargon version, then translate one sentence at a time.
Keywords without sounding like a bot
You can still include phrases people search for. Put them inside normal sentences.
Bad: “I am a fractional CMO, GTM strategist, and demand gen leader for B2B SaaS.”
Better: “I join B2B SaaS teams as a fractional CMO when the story and the funnel disagree.”
Same intent. Less cardboard.
Keywords help discovery. Clarity keeps the reader. Use the headline and first two lines for discovery, then earn attention with specifics.
Sleep on it
About sections invite over-editing in one sitting.
Save a version, walk away, come back with one question: would the right prospect feel relief (“finally, someone who gets our mess”) or fatigue (“another expert deck”)?
If you want a second pass that pushes clarity without flattening you into a template, run the draft through PostMentor and keep the lines that still sound like your voice.
Paste your About into the demo when you want sharper structure and phrasing without a generic “LinkedIn voice.”
Try PostMentor with your next draft
Paste your rough idea and get practical feedback on hook strength, readability, and flow while keeping your voice intact.