5 steps, and the setup itself takes minutes. Turn the section on, put a gated lead magnet in slot 1, put a gated Contact Me item in slot 2, and cut the rest. Rotate slot 1 with each campaign, so the buyer who lands on your profile finds the resource built for them.

Picture the buyer who just read your post or your DM. They click your name, scroll past your headline and About, and land on your best-performing post from last year. That's usually where they leave.

For a tech executive building pipeline for the business you run or sell into, that scroll is the most qualified traffic your profile gets. Anyone who reads that far is already interested, and the featured section decides what they do next.

Step 1: Turn the featured section on

Open your profile, click Add profile section, and pick Add featured. WeRSM's walkthrough of the feature gives the other route: Me, View profile, then Add featured inside the section.

The section sits below your profile header and above your Activity, which is why it matters so much. It's the last thing a buyer sees before your old posts take over.

LinkedIn lets you feature 4 kinds of things: Your posts, your LinkedIn articles, links to outside pages, and uploaded media like documents or video. For this setup you'll mostly use links, because both items point to a form.

Do this after your headline and About already speak to 1 buyer. A featured section works on a profile with a clearly chosen area of expertise. It can't rescue a profile that's still trying to speak to everybody.

Step 2: Put a gated lead magnet in slot 1

Slot 1 holds a lead magnet, first and foremost. It's something your buyer would value even if your name were missing from it, like a state-of-the-industry report or a how-to guide.

Gate it behind a short form that asks for an email and contact info. That's it. The buyer gets something useful, and you get a way to reach them again.

Skip the company case study here. A case study in slot 1 is you bragging about your features to someone who hasn't asked yet. Downright bragging.

Step 3: Put a gated Contact Me item in slot 2

Slot 2 is your Contact Me item. Treat it like the contact button on a website, sitting there for the buyer who's interested enough to scroll that far.

Gate this one too, with a Typeform or any form tool that asks a few qualifying questions. A form sorts the buyers who are ready for a call from the ones who are still looking.

The form does a second job that a raw calendar link can't. When a visitor turns out to be unqualified, you still keep their email for the day they do qualify, down the road.

Step 4: Order the 2 items and cut everything else

Lead magnet in slot 1, Contact Me in slot 2, and nothing after them. That order never flips.

Everything else comes out, starting with your best-performing post. Pinning it there is a trophy on the mantle. It impresses nobody, and a buyer has zero context for why they'd click it.

I argued for the 2-item limit from the diagnosis side in why outreach gets profile views but no calls. This is the build that goes with it.

Step 5: Rotate slot 1 with every campaign

Build at least 4 lead magnets, each one tied to a campaign you're running. When a post or a DM sends a buyer to your profile, that campaign's lead magnet should be waiting in slot 1.

Swap slot 1 whenever the campaign changes. If your profile's focus rotates every 3 to 6 months, the lead magnet rotates right along with it.

Slot 2 stays put through every rotation. A buyer who comes back next quarter should find the Contact Me item exactly where it was.

5 things to check this week

• Give each featured item its own tracked link, like a Bitly link that points to your Typeform.

• Count the emails slot 1 captures and the booked conversations slot 2 starts, every week.

• If you pay for Typeform's upgraded plan, track where each response came from there as well.

• Ask every new buyer on the first call how they found you, and write the answer down.

• Treat a "how did you hear about us" form field as a hint, since people in a rush click any answer.

Steve Lewis
CEO
TORC Executive Marketing

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Frequently asked questions

What if a tech executive doesn't have a lead magnet yet?
Pull every sales call transcript, team call, and recorded conversation you can find, and I do mean all of them. Then have Claude turn them into a 5- or 6-email sequence for that buyer. That's 5 or 6 touch points you'd never have gotten otherwise.

Can a tech executive feature their company's content instead of their own?
Yes, when the asset is useful to your buyer on its own merits. A company research report or a how-to guide can fill slot 1, gated behind your own form. Bring your marketing team in early, since they usually hold the strongest research the company has published.

Can you prove a featured section works on its own?
Rarely, and anyone who claims clean proof deserves a follow-up question. The featured section usually changes during a full profile rebuild, and the same form link often lives in several places. It's still what every major LinkedIn expert recommends, so judge it by the booked conversations the whole profile produces.

Does the featured section change when a tech executive is open to a new role?
Yes, because the reader changes. A role search speaks to recruiters and search committees, and executive positioning for a role stays inbound only. Build the 2 slots for the people who hire at your level, and keep the pipeline setup for when you're generating business.