The Most Overlooked Section on Your LinkedIn Profile That Could Be Filling Your Calendar and Growing Your Email List
If you’ve spent any amount of time on LinkedIn, you know there are hundreds of little tweaks you can make to your profile, headline optimization, banner updates, keyword strategy, the “About” section, your profile picture, and so on.
But there’s one section I see almost everyone underutilizing… or worse, ignoring entirely.
And that’s the Featured Content section.
When I say this section is underappreciated, I mean it’s one of the highest leverage areas of your profile. It’s just sitting there, waiting to turn profile views into actual conversations, email list sign-ups, and booked calls.
Today, I’m going to take you deep into:
- Where this section lives
- How to set it up (even if you’ve never seen it before)
- The three non-negotiable pieces of content you should add
- How to reorder and optimize it over time
- How I personally use mine to drive daily leads and subscribers
- Why this one small section could be the difference between “passive profile” and “24/7 client acquisition tool”
However, before we proceed, I would like to offer you something that complements what I’m teaching you today.
Your Free Business Assessment: The 10,000-Foot View
Nancy Evans and I created a free business assessment designed to give you a clear snapshot of your business, what’s working, what’s not, and where the hidden gaps are that might be costing you growth.
It takes 2–3 minutes, and when you finish, you’ll have a focused roadmap for what to improve next.
- If you’re reading this in our newsletter, the link is right here: Take the Free Business Assessment
Now, let’s get into this overlooked gem of a profile section.
What Exactly is the LinkedIn Featured Content Section?
If you’ve never noticed it before, the Featured Content section lives below your “About” section and above your “Activity” feed on your profile.
If you go to your profile right now and you don’t see it, meaning your About section jumps straight into Activity, it simply means you haven’t added it yet.
And that’s good news, because it’s incredibly easy to activate.
How to Turn It On
Here’s the step-by-step process:
- Go to Your Profile — Click “View Profile” from anywhere on LinkedIn.
- Locate the “Add Profile Section” Button — This is in the upper right of your profile, between “Open To” and “Resources.”
- Click “Add Profile Section” — You’ll see three main categories:
- Select “Featured” Under Recommended — This activates the section.
If you’ve never added anything before, you’ll be taken to a very simple screen:
- A back arrow in the top left
- The word “Featured” in the center
- A plus (+) button on the right
That plus button is where the magic happens.
The 5 Types of Content You Can Add
When you click the plus sign, LinkedIn gives you five options:
- Posts — Any post you’ve made, whether it’s recent or from years ago.
- Newsletters — If you’ve started a LinkedIn newsletter, you can feature it here.
- Articles — Long-form articles you’ve written on LinkedIn.
- Links — URLs to YouTube videos, blog posts, opt-in pages, booking pages, or any web resource.
- Media — Upload images, presentations, PDFs, or other documents.
That’s a lot of flexibility — but flexibility without strategy is just noise.
The Two Big Goals of Your Featured Section
When people ask me what they should put in their Featured section, I tell them there are two primary goals:
- Drive traffic from your profile to an off-platform location where you can collect their email address.
- Grow your LinkedIn newsletter subscriber base so you build an audience that hears from you regularly.
If you set up your Featured section with those two goals in mind, it becomes a powerful conversion engine rather than a random collection of links.
The Three Non-Negotiables You Should Feature
In a perfect world, I recommend adding three things: two that build your email list and one that grows your newsletter subscribers.
- Your LinkedIn Newsletter — If you don’t have one yet, start it now. It’s one of the most powerful tools LinkedIn has given us in years. Featuring it in this section makes it easy for visitors to subscribe in one click.
- A Calendar Link — This is for direct bookings: discovery calls, consultations, strategy sessions. The easier you make it for someone to get on your calendar, the more calls you’ll book.
- A Lead Magnet or Opt-In Link —This could be:
- A free training or webinar, A checklist, template, or PDF
- An eBook or whitepaper
- A special report
- A quiz or assessment
The key is offering free value in exchange for their email address.
My Own Featured Section Setup
Here’s exactly how I use my Featured section:
- Lead Magnet — “3 High-Impact LinkedIn Post Templates”
- LinkedIn Newsletter — Subscribe Button
- Membership Waitlist — Expert Content Society
How to Add Each Item
When you click Add a Link in the Featured section, you’ll:
- Paste your link
- Add a title (clear, benefit-driven)
- Write a short description
- Upload a thumbnail (your headshot, brand logo, or relevant image)
For example:
- Title: Book Your Free Discovery Call
- Description: Let’s uncover how LinkedIn can bring you more clients in the next 90 days.
- Thumbnail: Professional photo of you or a branded graphic.
The Power of Reordering
Your priorities change over time. Maybe one quarter you’re pushing a workshop, the next you’re focused on your newsletter.
LinkedIn makes it easy to reorder your Featured items:
- Click the edit pencil in the section
- Use the up/down arrow icon to drag items into the order you want
- Your top item is the first thing visitors see — make sure it matches your current priority
Why This Matters More Than Ever
Social media is rented land. At any moment, algorithms can shift, features can disappear, and reach can drop.
The Featured section is one of the few LinkedIn profile elements that lets you:
- Capture traffic directly from profile views
- Move that traffic to your own platforms (email, calendar, website)
- Stay in control of your audience
It’s not enough to “look good” on LinkedIn — your profile should be a conversion tool.
Your Action Plan
Here’s your next step:
- Activate your Featured Content section if you haven’t already.
- Add: Your LinkedIn newsletter, Your primary lead magnet, Your booking link
- Test & Tweak: Reorder based on current offers or priorities / Swap out outdated links for timely promotions
- Track: Monitor clicks, sign-ups, and booked calls monthly
If you’ve been ignoring your Featured section, you’ve been leaving one of LinkedIn’s most valuable conversion tools untouched.
Spend the next 20 minutes setting it up the right way, and it will quietly work for you — turning profile lurkers into subscribers, and subscribers into clients.
And if you want a clear roadmap for what to fix and optimize next in your business, don’t forget to take the free business assessment Nancy and I created.
Click here to take it now by clicking HERE
What was your biggest takeaway from this week’s newsletter edition?
Let me know in the comments below…
#linkedin #featuredcontent #theexpertcontentsociety