Premium Company Page
LinkedIn’s Premium Company Page is a new paid subscription product for Small Business Owners, designed to help their page stand out and convert visitors more efficiently.
Context
LinkedIn company Pages serve as digital storefronts for organizations, with small business owners representing approximately 93% of all pages on the platform. Small business owners rely on LinkedIn to fulfill specific needs and challenges through various 'Jobs to be Done' (JTBD). In this project, we focused on three core JTBDs:
Stand out
Help small businesses standout from competitors
Convert
Encourage potential buyers to get in touch
Grow
Help grow through increased customers & revenue
Problems
Small business owners on LinkedIn face challenges in standing out from competitors and effectively converting leads on their Page. Research revealed these key issues:
Appearance
Dissatisfied with the Page's appearance.
Growth
Slow follower growth, taking 35 months to reach 100 followers.
Leads
Low satisfaction for generating qualified leads.
My role
I helped lead the strategic efforts to secure executive buy-in, crafted our long-term vision, and designed the MVP. I also led in socializing our work with cross-functional partners, ensuring alignment and support for our product plans.
Unpacking the design process
Now, let's dive into the nitty-gritty of the design journey.
Research
Our LinkedIn Pages and Premium teams conducted research to explore potential Premium features tailored for small business owners. We found that participants showed strong interest in investing in features that could help them grow their business on LinkedIn.
"Iʼd try Premium if it could help me find several recurring local clients for my business."
SMB Owner
"Customizing the page is all about driving next-level interaction."
SMB Owner
Framing the design challenge
By aligning the identified JTBDs with the challenges faced by Page admins, a clear design challenge emerged.
Key findings & Recommendations
Better conversion on Page: would pay for any feature that can improve the conversion rate of visitors to followers and leads.
Tools to message page visitors: would pay for tools to identify page visitors to turn them into followers and leads.
From Vision to MVP
After multiple rounds of design exploration, user research, and concept validation testing, we arrived at a long-term vision and pinpointed five essential MVP features, each tailored to meet the fundamental needs of small business owners.
Custom top card details
Page admins want to customize their company page topcard to stand out and convert page visitors. To make this possible, we began by decluttering the top card to create space for the custom spotlight, custom button, and the Premium InBug. Before adding new Premium features to the top card, we had to make the logo smaller, shorten the follower count, and reposition less important details.
Grow page followers
Automatically invite anyone who engages with your Page’s content. Members who like, comment, or reshare your content will receive an invitation to follow your page.
Inviting followers of similar allows admin's to target an audience who is interested in your industry.
This is immediately solving the problem of taking 35 months to get to 100 followers.
Viewer of the day
See who viewed your Page to identify and convert target viewers into customers.
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Admins can receive a highlighted page viewer each day with the ability to track past viewers over a 365 day period.
Custom button across LinkedIn
Custom button allows Pages to add the call to action that is most important to them. With Premium they have the ability to highlight this cta in high trafficked area's like post's and search results.
Gen AI post suggestions
Posting content is a top method for members and businesses to kickstart discovery of their brand, engage their follower base, and draw potential leads into their page. Page admins have a JTBD to create content that resonates with their audience.
​Member feedback from private preview ​
“Custom testimonial is great. I think it adds a lot of depth to the page actually! I wish there were a few more characters allowed though.”
Member A
“Features seem great but I think we need a way to see how that may influence our followers. Is there anyway for us to see clicks, and impressions on it?” Member B
“The Auto-Invite Content Engagers is great. It's such a timesaver for growing Page followers, and I'm already finding it incredibly helpful in my day-to-day opperations.” Member C
“Custom button has increased People visiting [Company's] website. I have checked the website analytics, that's for sure! I can say that in my view, it helps to link LinkedIn posts to the company's website. It enhances it's accessibility and reduces the perception of it as an unidentified link address.” Member D
Results