LinkedIn Featured section examples for B2B founders: what to pin and in what order

Most founders treat the Featured section like a trophy shelf: a podcast appearance from two years ago, a company logo, a post that did well once. The good LinkedIn Featured section examples I see work differently. They answer one question for the visitor who has just read your headline and About: “What do I do next if this sounds like me?”

Featured sits high on your profile, it is visual, and it is the only place on LinkedIn where you choose exactly which links and documents a stranger sees first. For a founder-led B2B business, that makes it a small sales page. In this guide I’ll show you what to pin, what order to put it in, and four fictional examples you can adapt for a consultancy, an agency, a fractional practice or an IT firm.

What the Featured section is actually for

A visitor lands on your profile because something brought them there: a comment you left, a post, a referral, a search. They read the headline, maybe the first lines of the About section, and then they decide whether to keep going. The Featured section is where that decision turns into an action, or doesn’t.

That is why I think of it as the middle of a short path. The headline says who you help. The About section explains how and why you are a safe choice. Featured gives the visitor something to click that moves them closer to a conversation. A strong Featured row cannot rescue a vague headline, so if that needs work, start with the LinkedIn profile optimization guide for founders.

It also works for people who aren’t ready to buy. Most visitors are not in the market this month. A useful checklist or a sharp case note gives them a reason to remember you when they are.

The four item types that earn their place

You can pin posts, articles, links, images and documents. Rather than thinking about formats, think about the job each item does. In my rewrites, almost every strong Featured row is built from these four.

1. A conversation starter

This is a link to book a call, a short form, or a page that explains how to work with you. It is the most direct item and the one founders most often leave out because it feels pushy. It isn’t, as long as the title tells the visitor exactly what happens: “Book a 20-minute fit call: we’ll check whether your onboarding problem is one I solve” is clear and low-pressure.

2. Proof

Proof is a case note, a short write-up of a client problem and what changed. It does not need to be a polished case study. A one-page PDF with the situation, what you did and the result in plain words is often more convincing than a designed brochure, because it reads like the truth. If a client won’t be named, describe them by type (“a 40-person logistics software company”) and get their permission for the details you share.

3. Something useful to take away

A checklist, a template, a short guide or a scorecard. This is for the visitor who is interested but early. It should be specific to your buyer’s problem, short enough to read in a few minutes, and free of a sign-up wall if you can manage it. A gated download in Featured tends to feel like a trap to someone who only just met you.

4. A sample of how you think

One flagship post or article that shows your point of view on the problem you solve. Choose the piece that makes your ideal client nod and makes a poor-fit client realize you are not for them. That second effect is useful: a profile should filter as well as attract.

Featured row, left to right

1

Conversation starter

Booking link or “how I work” page

2

Proof

One-page case note

3

Useful takeaway

Checklist, template or scorecard

4

How you think

Flagship post or article

Visible without scrolling on most screens: the first one or two items. Lead with what matters most.

How to order your Featured items

LinkedIn shows Featured as a horizontal row, and only the first items are visible before someone scrolls sideways. Many visitors never do. So the first slot is worth far more than the fourth.

My default order is the one in the diagram above: conversation starter, proof, takeaway, flagship post. There are two common reasons to change it:

• You are new to the market or recently went independent. Lead with proof. A booking link from an unknown name can feel abrupt, while a concrete case note earns the click on the second item.
• Your buyers are early and research-heavy (common in cybersecurity and compliance). Lead with the takeaway, because these buyers want to learn before they talk.

Keep the row to three to five items. More than that and the strongest items get diluted, and you start featuring things only because you have them.

Titles and thumbnails that get the click

The title and image are all a visitor sees before deciding whether to click. Most Featured items fail here, not in the content behind them.

Write titles about the visitor’s outcome

Here is a fictional before and after for an operations consultant:

• Before: “Case Study: Client X”
• After: “How a 30-person agency cut month-end close from 12 days to 5 (case note, 2-minute read)”

The second title names the buyer type, the problem and the result, and tells the reader how long it takes. Note that the numbers in a title like this must be your real client’s numbers. Never round up or borrow a result.

Make thumbnails readable at a glance

Auto-generated link previews often pull a random image or a cropped logo. Upload your own where LinkedIn lets you, and use a plain background with three to six large words on it. Keep them consistent: the same colors and type across all items so the row looks deliberate, the way a well-designed banner does.

Before

• Podcast interview from 2023
• Company homepage link
• “Excited to announce” post
• Award badge image

After

• “Book a 20-minute fit call”
• “Case note: fixing churn in month two”
• “Onboarding audit checklist (PDF)”
• “Why most onboarding emails get ignored”

LinkedIn Featured section examples by business type

All four examples below are fictional. Use them as patterns, then swap in your own buyer, problem and proof.

Example 1: Marcus, B2B pricing consultant

1. “Is your pricing leaving money on the table? Book a 20-minute pricing check”
2. “Case note: how a project-management SaaS moved from per-seat to usage pricing”
3. “The 12-question pricing page review (one-page PDF)”
4. Post: “Discounting isn’t a pricing strategy. Here’s what to do instead.”

Why it works: every item speaks to a SaaS founder worried about revenue, and nothing is there just because Marcus is proud of it.

Example 2: Leena, founder of a 12-person content agency

1. “Case note: a cybersecurity firm’s blog, from no inbound leads to a weekly sales call source”
2. “How we work: process, timelines and what we need from you”
3. “Editorial calendar template for technical B2B companies”

Why it works: Leena leads with proof because agency buyers have seen many promises. The “how we work” page answers the questions a buyer asks before booking, so calls start further along.

Example 3: Daniel, fractional CFO for venture-backed startups

1. “Board-ready in 30 days: how my fractional CFO engagements run”
2. “Fundraising readiness scorecard (10 questions)”
3. Article: “What your first finance hire should actually do”

Why it works: the first item makes it obvious this is a service, not a job search. For more on that distinction, see the guide to the fractional executive LinkedIn profile.

Example 4: Rahul, founder of a managed IT and security firm

1. “Security basics checklist for 20–100 person companies”
2. “Case note: moving a law firm off shared admin passwords without downtime”
3. “Talk to an engineer, not a salesperson: book a 15-minute call”

Why it works: his buyers are cautious and want to learn before they talk, so the useful takeaway comes first. The booking title answers a real fear about technical sales calls.

Featured section mistakes to avoid

• Leaving it empty. You give up the one place you fully control above the fold of your activity.
• Featuring your company homepage. It is generic and sends the visitor somewhere that wasn’t written for them. Link to a specific page instead.
• Old announcements. “Thrilled to share” posts about a launch or award are about you, not the buyer. They age quickly.
• Broken or gated links. Click every item from a logged-out browser once a quarter.
• Mixed messages. A headline about SaaS founders next to a side-project portfolio confuses the visitor.

These sit alongside the broader issues in the most common LinkedIn profile mistakes, which are worth checking at the same time.

Build your Featured section in an hour

1. Write one sentence describing the visitor you want to turn into a conversation.
2. List what you already have: past posts, client stories, templates you use in your own work, a booking link.
3. Pick one item for each of the four jobs. If a slot is empty, write the case note or checklist first; both can be one page.
4. Rewrite every title so it states what the visitor gets.
5. Make simple, consistent thumbnails and upload them.
6. Order the row using the default above, adjusted for how ready your buyers usually are.
7. Test every link logged out and on a phone.

If you’d like a second pair of eyes, my free 20-minute profile teardown covers your Featured row along with your headline and About section.

Frequently asked questions

How many items should I put in my LinkedIn Featured section?

Three to five. The first one or two do most of the work because they are visible without scrolling, and a longer row dilutes your best items.

Should I link to my website homepage?

Rarely. A homepage is written for every visitor. Link to the specific page that matches the person reading your profile, such as a services page, a booking page or a case note.

Can I feature a lead magnet that requires an email address?

You can, but an ungated version usually fits Featured better. Someone who just found you is more likely to read a free PDF than hand over an email. Put the sign-up inside the document instead.

How often should I update the Featured section?

Review it every quarter. Swap in newer proof when you have it, retire anything dated, and check that every link still works.