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LinkedIn Makeover

I am your LinkedIn Profile Writer

This is how I look when a professional takes my photograph!First off, I am not affiliated with or endorsed by LinkedIn in any way but I do LOVE their product!

My name is Donna Serdula & in 2009, I pioneered my LinkedIn profile optimization methodology. Since then, my team & I have helped OVER FIVE THOUSAND professionals from all over the world tell their story & build a powerful professional brand.

Look, it doesn't matter who you are or what you do, it's not easy to write about yourself.

I hear it all the time, "I can... sell snow to an Eskimo / manage complex projects / lead exceptional teams... but write about myself? NO WAY!"

Besides, who has time to sit down and complete their LinkedIn profile on their own?

Maybe that's the reason why so many LinkedIn profiles suck. Yes, suck. You read that right.

You know this... People are Googling you. Your LinkedIn profile is more often than not your digital introduction and first impression with the world. If your LinkedIn profile doesn't showcase your skills and portray you as a polished professional you are letting the ultimate opportunity just slip away...

Don't Ignore it... Dominate it!

LinkedIn is the largest PROFESSIONAL social networking site out there... and people are using it to research you

  • 80% of the companies out there today are using LinkedIn to find potential employees.
  • 64% agree that LinkedIn helps develop relationships and grow new business
  • 44.6% of business generated B2B leads through LinkedIn
  • 45% of people on LinkedIn are considered key decision makers (in comparison to Facebook and Twitter with only 24-29%)

Your LinkedIn profile is your chance to WOW your reader. It's your chance to engage and forge a relationship. Don't let this opportunity pass you by!

Transform Your LinkedIn Profile

It’s a competitive world out there. In order to succeed, you must stand out from the crowd! You are what you present and your LinkedIn profile is often times your first impression and digital introduction. Does it cast you in the best light?

My Story: The LinkedIn Epiphany

LinkedIn Profile Writer: I've been on LinkedIn a LONG TIME!

I realized back in 2006 the power of my LinkedIn profile. Back then I was heading up the Philadelphia office for a technology company. My days were spent filling my sales funnel through cold calling and trying to close business.

My view of LinkedIn changed one late afternoon when I connected with a prospect after making my umpteenth phone call of the day. We had a great conversation and I was able to schedule a meeting. I remember excitedly hanging up the phone and immediately opening up Google to perform a search on my new prospect’s name. I wanted to learn as much about this person as possible.

Dread & Embarassment

As soon as I hit the Search button, a feeling of dread came over me. Somehow, I just knew that at this exact moment, my prospect was searching my name on Google, too!

What in the world would he find?

I immediately charted a new course of action and googled MY name. My LinkedIn profile was the only pertinent result in the small handful of sites that Google returned. I opened my LinkedIn profile and looked at it through the eyes of my potential client.

How would he react to it?

LinkedIn Profile Writer

Picture snapped at a tradeshow when I wasn't cold calling.

My profile was half-filled out. Is my prospect thinking I do not finish things that I start?

My profile was clearly plagiarized from my resume. Is he thinking I lack creativity and energy?

I never bothered getting a single recommendation from a client. Is he thinking I do not have any satisfied customers?

I did not join any Groups or list any Associations. Is he thinking I am merely a novice and not an expert in my field?

My Honors and Awards section was BLANK. Have I accomplished nothing in my career?

A sinking feeling came over me and I realized that my LinkedIn profile did not portray me as a top-notch professional. My LinkedIn profile did not sell my skills or show any differentiation between me and the millions of other LinkedIn users out there. My profile basically said, “This lady doesn’t have anything that sets her apart from the crowd.”

I NEED a Powerful LinkedIn Profile!

At that moment I realized this issue needed to be rectified. My LinkedIn profile had to stand out from the crowd and sell me as a dynamic sales professional who naturally attracts clients and opportunities. Not knowing what made a profile great, I decided to research the best LinkedIn profiles to see what made them shine. I read all about branding, copywriting, and storytelling. I slowly began writing and rewriting my LinkedIn profile until I crafted something that was compelling to my readers, showcased my skills, and marketed me as an expert in my field.

Transform Your LinkedIn Profile

It’s a competitive world out there. In order to succeed, you must stand out from the crowd! You are what you present and your LinkedIn profile is often times your first impression and digital introduction. Does it cast you in the best light?

Life Got Better! Opportunities Started Coming My Way

Soon after performing my very own LinkedIn makeover, I started to notice that my meetings with prospects began going smoother. It was like they already knew me. Prior to the makeover, I had to work hard to build their confidence. After the makeover, my profile gave my prospects the information they needed to start forming a rapport with me before I even walked through the door. Additionally, recruiters started calling. Old colleagues and schoolmates began contacting me to reconnect.

LinkedIn suddenly started to make sense.

As my LinkedIn inbox began filling with requests to connect, I could not help but use it more. I quickly realized that I could get past the “gatekeeper” by sending InMails straight to decision-makers. It was easy to stay in touch with people I met at industry events simply by requesting to connect with them on LinkedIn afterward. Before I knew it, I was throwing away business cards and keeping my Rolodex of contacts on LinkedIn.

By using LinkedIn, I became a sought after sales professional with a rapidly growing customer base.

Going off on my own

In 2009, I decided it was time to embark upon a dream and start my own business. I wanted to share my love of LinkedIn with professionals and help them embrace this amazing professional network and show them how LinkedIn could EMPOWER THEIR CAREER.


Before I knew it, I was working with people from all over the United States AND BEYOND! Professionals and executives from Australia, New Zealand, India, Germany, England, Netherlands, Saudi Arabia, India, Canada, and so many other places!

Not only was I writing profiles for amazing people, but I was also asked to speak in front of groups, educating them on the importance of LinkedIn and helping them learn how to stand out. I also found myself on television programs and radio shows.

Speaking all over the US on LinkedIn

Career Branding

We do more than just LinkedIn profiles-- we also transform your resume, too!

Over 5,000 LinkedIn Profiles Written

In 2012, I realized that I could no longer do it alone. I brought on two women that I had known for years, Dionne Carrick and Audra Hammer Ross. I taught them everything I knew and the three of us continued to write profiles and tell people’s professional story.

As time passed, we found we needed more than just three writers. From a one-woman shop, we now have over 20 writers on our team. It was late 2017 when my accountant called me, “Donna, just wanted to give you a heads up, you and your team of LinkedIn profile writers have written over 5,000 LinkedIn profiles!”


It’s not all about LinkedIn. Just as some artists work in oils and others in clay, we are storytellers and our medium is LinkedIn. We have grown and expanded and provide so much more than just LinkedIn.

Resumes and career coaching for career branding… Ghost blogging and LinkedIn account management for professional branding. We’ve created brochures and Websites for entrepreneurs, and we’ve gone into companies and created stand out presences on LinkedIn for CEOs and their executive team, sales teams, marketing departments, whole companies, and more!


It's time to shine online

It's a competitive world out there. In order to succeed, you need to take control of your identity and present yourself in a way that inspires, impresses, and builds confidence in your abilities, products, and services. Your LinkedIn profile is the perfect tool to shape your brand.

For Dummmies

LinkedIn Profile Optimization For DummiesI wrote my first book, LinkedIn Makeover: Professional Secrets to a POWERFUL LinkedIn Profile back in 2010. I remember at that time; my father had said to me that rather than self-publishing, I should reach out to the For Dummies publisher and write a For Dummies book on the subject.

I brushed him off quickly, “Oh Dad, For Dummies book authors are experts at the top of their game, people who are successful and important." At that time in my life, I never thought I could do it.

In 2016, the acquisitions editor for the For Dummies books reached out to me and insisted I write a For Dummies book on LinkedIn profiles. After an absolute whirlwind of deadlines and quick-paced writing, LinkedIn Profile Optimization For Dummies was published. My father died years before. If I could somehow send a message to him beyond the grave, it would be: "Daddy, I wrote a For Dummies book!" And if I could say anything more, I'd then say: "Got married and had two sons!"

Thanks for sticking with me this far. I absolutely look forward to working with you. If you have any questions, please DO NOT HESITATE to pick up the phone and call me. Yes, the phone number I provide here on my Website is the direct number to my office: (215) 839-0008.

When it’s time to take control of your online presence and truly present yourself in a way that inspires, impresses, and builds confidence in your abilities, products, or services, give us a call. We are here to tell your story and empower you to be the best you can be.