Relaunching Our LinkedIn Profile Makeover
(and What We’re Learning Along the Way)
What You’ll Learn in This Blog:Why we’re relaunching our LinkedIn Profile Makeover offer
How learning before building shapes the way we design service experiences
What we mean by experiments (and how they help us make better decisions)
Why we’re creating a dedicated microsite as the entry point for the relaunch
Why we’re choosing to share the work publicly, imperfections included
Andrew Edwards, co-founder of designACE, shares the thinking behind this relaunch and how we’re slowing down to test, learn, and rebuild the experience with more intention.
Forward from Andrew Edwards, Co-Founder of designACE
I’m tired of pretending like we have everything figured out.
Christine and I are ambitious. We want to grow designACE. We want to build better services, find new ways to make money, and create experiences that feel authentic to who we are and how we work. But none of that happens without real effort and that effort usually stays hidden.
Most people only ever see the finished version. The “after.” What they don’t see is the work it takes to get there.
This project is our decision to slow that down and make it visible. To learn alongside our audience, test ideas openly, and build something together even when it’s uncomfortable, messy, or frustrating at times.
That’s the spirit behind this rebuild.
-ACE
Co-founder, designACE
Say hi on LinkedIn
Why this rebuild is happening now
The LinkedIn Profile Makeover isn’t new.
It’s a service we’ve delivered for years; helping small businesses, founders, and professionals turn their profiles into tools that actually work for them. What has changed is how that service shows up in the world.
Right now, the Profile Makeover lives inside a much broader website. In practice, that means it can be easy to miss, harder to understand quickly, and less intuitive to move through.
People land, scroll, click around, and often have to work to figure out:
what the service is
who it’s for
what happens next
This relaunch is about addressing that experience.
Not by changing the service itself but by changing the way someone encounters it.
Why a dedicated microsite matters
As part of this relaunch, we’re building a dedicated microsite for the Profile Makeover.
A microsite forces focus.
Instead of competing for attention alongside multiple services, the Profile Makeover gets a dedicated space with one clear purpose: to guide someone from curiosity to clarity.
That means:
one page built around one offer
a clear narrative from top to bottom
fewer decisions for the reader to make
a more obvious next step
The intent isn’t to oversimplify.
It’s to remove unnecessary friction and make the offer easier to understand, trust, and move forward with.
Learning before building (what that actually looks like)
“Learn before you build” sounds neat on paper. In practice, it’s slower and more uncomfortable.
For this microsite, it means we’re spending time on questions that don’t have immediate answers:
What does someone need to understand in the first few moments on the page?
Where do people tend to hesitate or get stuck?
What information helps them self-select confidently?
What makes the process feel calm instead of sales-driven?
We’re working through these questions before committing to structure, layout, or copy. The learning shapes the page, not the other way around.
What we mean by experiments
We’re using experiments as a way to navigate uncertainty.
An experiment, for us, is simple:
a focused question
a lightweight test
a decision that follows
Some experiments validate a direction.
Others tell us to adjust or pause.
A few remind us what isn’t worth optimizing.
We’re not experimenting for novelty. We’re experimenting to avoid building things based on assumptions alone.
Showing the work (including the messy parts)
As part of this rebuild, we’ve been documenting our working sessions.
Not polished presentations, real work.
That’s come with very real friction:
screen recordings that didn’t capture what we thought they did
awkward framing and cropping
audio issues
trying multiple tools to find something efficient and repeatable
This is the reality of building something new while you’re still figuring out the best way to do it.
We’re choosing to keep those moments visible because they’re part of the process. Clear, simple experiences don’t happen by accident, they’re shaped through trial, error, and iteration.
What we’re actively working on
The LinkedIn Profile Makeover microsite
This is the core project supporting the relaunch.
We’re designing a single page that:
gives the service a clear spotlight
explains what it is without overloading the reader
shows what happens after someone moves forward
provides an obvious, low-pressure next step
The focus here is on flow and direction. The service itself stays the same; the experience around it becomes more intentional.
Relaunching YouTube as a learning surface
We’re also bringing YouTube back as a place to capture longer-form thinking.
That includes:
working sessions
experiment walkthroughs
reflections on what we’re learning
Reaction videos on the most unhinged LinkedIn Lunatics
Why we’re sharing this publicly
There’s no shortage of advice online about how to build offers, launch services, or grow on LinkedIn.
What’s harder to find is context how decisions get made, what gets tested, and what actually moves the needle when you’re running a small business.
By sharing this work as it unfolds, we’re inviting people into that middle space. Not to perform transparency, but to reflect what thoughtful, human work actually looks like.
What comes next
This rebuild is ongoing.
As we continue, we’ll keep sharing:
what we’re testing
what we’re learning
how those learnings shape the microsite, our content, and our services
This is a learning process and we’re building it one step at a time.
Frequently Asked Questions About Our LinkedIn Profile Makeover
What is a LinkedIn Profile Makeover?
A LinkedIn Profile Makeover is a strategic optimization of your LinkedIn profile designed to improve positioning, credibility, and lead generation.
Instead of treating your profile like a digital résumé, we restructure it so it clearly communicates who you help, what problem you solve, and what someone should do next. The goal is to turn your LinkedIn profile into a conversion-focused asset that supports your business growth.
How does a LinkedIn profile help generate leads?
A LinkedIn profile plays a critical role in lead generation because it converts visibility into action.
When someone engages with your content, sees you in search results, or receives a message from you, their next step is usually to review your profile. If your profile clearly defines your audience, expertise, proof, and next step, it increases the likelihood of inbound messages, connection requests, and booked calls.
In short, your content creates attention, your profile converts it.
Why is optimizing your LinkedIn profile important for small business owners and consultants?
For founders, consultants, and service providers, LinkedIn often functions as a primary marketing channel.
Optimizing your LinkedIn profile strengthens your personal brand, improves profile-to-message conversion, and supports both inbound and outbound sales strategies. Without clear positioning and structure, even strong content can lose momentum once someone clicks through to your profile.
Profile optimization ensures your LinkedIn presence works as a cohesive sales system rather than disconnected pieces of content.
Can I use AI to optimize my LinkedIn profile instead?
AI tools can assist with drafting and editing, but they cannot replace strategic positioning.
Effective LinkedIn profile optimization requires clarity around your target audience, offer structure, differentiation, and conversion flow. AI-generated profiles often produce generic language that lacks specificity and strategic direction.
A structured LinkedIn Profile Makeover focuses on positioning decisions first, and copy second.
Who is the LinkedIn Profile Makeover designed for?
Our LinkedIn Profile Makeover is designed for:
Founders building authority on LinkedIn
Consultants and service providers generating leads through content
Professionals transitioning roles or refining their niche
Small business owners who want LinkedIn to support revenue growth
If LinkedIn is part of your growth strategy, your profile should function as a strategic lead-generation asset, not just an introduction page.
Why are you relaunching the LinkedIn Profile Makeover?
We are relaunching the LinkedIn Profile Makeover to improve the experience around how people discover and move through the offer.
The service itself remains strong, but the surrounding structure needed refinement. The dedicated microsite supports this relaunch by providing a focused, streamlined entry point that makes the value of the service clearer and easier to act on.
