B2B
Premium
Growth
LinkedIn 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.
Role
Led strategic efforts for executive buy-in
Company
Scope
Long-term vision and MVP design
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.
Context
LinkedIn company Pages serve as digital storefronts for organizations. Small business owners represent 93% of all pages on the platform. They rely on LinkedIn to fulfill specific needs and challenges through Jobs to be Done.
Jobs to be done
In this project, we focused on three core Jobs to be Done:
1
Stand Out
Help small businesses stand out from competitors
2
Convert
Encourage potential buyers to get in touch
3
Grow
Grow through increased customers & revenue
Problems
Small business owners on LinkedIn face challenges standing out from competitors and converting leads on their Page. Research revealed these key issues:
Appearance
Low satisfaction for look & feel of page
Growth
Slow follower growth, taking 35 months to reach 100 followers
Leads
Low satisfaction for generating qualified leads
Research
Our LinkedIn Pages and Premium teams conducted research to explore Premium features for small business owners. Participants showed strong interest in investing in features to help grow their business on LinkedIn.
"I'd 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
Key findings & recommendations
Better conversion on Page: would pay for features improving 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.
Framing the design challenge
By aligning the identified JTBDs with challenges faced by Page admins, a clear design challenge emerged. How do we help small business owners stand out, convert visitors, and grow their business through Premium Page features?
From vision to MVP
After design exploration and user research, we identified a long-term vision and five essential MVP features for small business owners.
Custom Top Card Details
Page admins want to customize their company page topcard. This helps them stand out and convert page visitors. We began by decluttering the top card. This created space for the custom spotlight, custom button, and Premium badge. We made the logo smaller, shortened the follower count, and repositioned less important details.
Grow page followers
Auto-invite anyone who engages with your Page content. Members who like, comment, or reshare your content receive an invitation to follow your page.
Inviting followers of similar pages lets admins target an audience interested in your industry. This solves 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. 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 areas like posts and search results.
GenAI 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. This adds depth to the page. I wish there were more characters allowed."
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 operations."
Member C
"Custom button has increased people visiting our 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 its accessibility and reduces the perception of it as an unidentified link address."
Member D
Results
Premium for Pages started a private preview launch and continued with a full rollout that exceeded our expectations. Premium Company Pages is one of the fastest-growing LinkedIn products with 80% subscriber growth.
5.8X
Page views increased
6.7X
Page followers grew
10.5X
Generated more leads
View more work
Back to portfolio
© 2025 Brad Fox Design. All rights reserved.
B2B
Premium
Growth
LinkedIn 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.
Role
Led strategic efforts for executive buy-in
Company
Scope
Long-term vision and MVP design
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.
Context
LinkedIn company Pages serve as digital storefronts for organizations. Small business owners represent 93% of all pages on the platform. They rely on LinkedIn to fulfill specific needs and challenges through Jobs to be Done.
Jobs to be done
In this project, we focused on three core Jobs to be Done:
1
Stand Out
Help small businesses stand out from competitors
2
Convert
Encourage potential buyers to get in touch
3
Grow
Grow through increased customers & revenue
Problems
Small business owners on LinkedIn face challenges standing out from competitors and converting leads on their Page. Research revealed these key issues:
Appearance
Low satisfaction for look & feel of page
Growth
Slow follower growth, taking 35 months to reach 100 followers
Leads
Low satisfaction for generating qualified leads
Research
Our LinkedIn Pages and Premium teams conducted research to explore Premium features for small business owners. Participants showed strong interest in investing in features to help grow their business on LinkedIn.
"I'd 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
Key findings & recommendations
Better conversion on Page: would pay for features improving 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.
Framing the design challenge
By aligning the identified JTBDs with challenges faced by Page admins, a clear design challenge emerged. How do we help small business owners stand out, convert visitors, and grow their business through Premium Page features?
From vision to MVP
After design exploration and user research, we identified a long-term vision and five essential MVP features for small business owners.
Custom Top Card Details
Page admins want to customize their company page topcard. This helps them stand out and convert page visitors. We began by decluttering the top card. This created space for the custom spotlight, custom button, and Premium badge. We made the logo smaller, shortened the follower count, and repositioned less important details.
Grow page followers
Auto-invite anyone who engages with your Page content. Members who like, comment, or reshare your content receive an invitation to follow your page.
Inviting followers of similar pages lets admins target an audience interested in your industry. This solves 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. 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 areas like posts and search results.
GenAI 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. This adds depth to the page. I wish there were more characters allowed."
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 operations."
Member C
"Custom button has increased people visiting our 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 its accessibility and reduces the perception of it as an unidentified link address."
Member D
Results
Premium for Pages started a private preview launch and continued with a full rollout that exceeded our expectations. Premium Company Pages is one of the fastest-growing LinkedIn products with 80% subscriber growth.
5.8X
Page views increased
6.7X
Page followers grew
10.5X
Generated more leads
View more work
Back to portfolio
© 2025 Brad Fox Design. All rights reserved.