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PlayBook#1 – (Framework sourced from Matt Lakajev’s strategy)
Why your profile matters
Most freelancers treat their LinkedIn profile like a CV.
Matt Lakajev treats it like a sales page that builds trust and turns strangers into leads.
Your profile must answer three questions in less than five seconds:
1 — Is this person real?
2 — Do they help people like me?
3 — Do I clearly understand what they do?
If a profile fails any of these, people leave and never return.
This is based on the “Reality Gate” and “Relevance Gate” in the Trust Framework.
The Profile Funnel Structure
Your profile has one main job:
Move a visitor toward a conversation.
The structure below supports that objective:
- Profile Photo
- Banner
- Headline
- “Visit Website” Button
- Featured Section
- About Section
We will complete each one with direct, practical instructions.
Step 1 — Profile Photo: Pass the “Weirdo Test”
A clear, friendly headshot reduces risk and increases trust.
This is the first conversion moment.
Requirements:
- Face takes most of the frame (no faraway shots)
- Good lighting
- Warm, approachable facial expression
- No sunglasses or distracting backgrounds
A professional photo is ideal, but a clean smartphone photo works fine.
Step 2 — Banner: Your Silent Elevator Pitch
The banner is a billboard at the top of your funnel.
It must clearly show:
→ Who you help
→ What result you create
Avoid generic city skylines or abstract graphics.
Images of you working, speaking, or collaborating work best.
A simple structure you can follow:
Example wording:
“Helping D2C brands increase revenue with fast, conversion-focused websites.”
Test this:
If someone sees only your banner for one second — do they understand your business?
Step 3 — Headline: “Disgusting Clarity”
This is the most important text on your entire profile.
It appears everywhere: comments, post headers, searches, DMs.
If your headline is vague, the sale dies here.
Use this formula:
I help [specific audience] achieve [specific result] using [your method].
Clear examples:
- I help SaaS teams book qualified demos through LinkedIn outreach systems.
- I help D2C brands boost sales with 7-day high-speed website builds.
Avoid:
- “Entrepreneur | Founder | Growth Expert”
- Inspirational quotes
Your headline must show you solve a real problem for a real group of people.
Write yours now using the formula above.
Step 4 — “Visit Website” Button: Turn Visitors Into Leads
Most people either:
• Link to their homepage
• Or directly link to booking a call (too much pressure early on)
Better approach:
Link to a lead magnet or short free resource.
This allows prospects to engage without fear.
Suggested button text:
- Free Training
- See Client Results
- Get the Playbook
This captures warmer traffic and gives you a reason to follow up later.
Step 5 — Featured Section: Where Buyers Raise Their Hand
This section should act like a filter to identify serious visitors.
Someone who clicks a featured item is signaling interest.
Treat them as a warm lead.
What to include here:
- Case study or client results
- Offer document
- Lead magnet/checklist
- Short proof video
Do not include:
- Random interviews
- Press mentions that do not convert
- Resume-style documents
One strong asset beats five weak ones.
Step 6 — About Section: Simple, Not Emotional Biography
In Matt’s model, this area has lower impact and should not take a lot of time.
Keep it functional and supportive.
Four short elements:
- Who you help
- The problem they face
- Your solution in one or two lines
- A clear call-to-action (“Message me the word ‘Website’ and I’ll help you…”)
Avoid long storytelling here. People rarely read the full block.
Quick Evaluation Checklist
Use this as a final test once you complete all steps:
Complete all six, and your profile becomes a trust-building asset.
Final Goal for Playbook #1
A new visitor should immediately think:
“This person helps people like me get a result I want.
I should contact them.”
Once your profile accomplishes that, we move to:
Playbook #2 – Content that turns attention into conversations
Keep Reading →
**#2 Content that turns attention into conversations →**
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