Jon is joined by marketing coach Maya Kovacic-Kalra, a former architect who provides a comprehensive guide on optimising LinkedIn profiles to attract more clients and better projects. The discussion covers essential elements like the importance of a compelling headline, an effective LinkedIn banner, a professional profile photo, and a strong about section. Maya stresses the importance of clear call-to-actions and using the featured section to enhance profile engagement. The episode includes examples and practical tips to help architects stand out on LinkedIn and make the most of their online presence.

Today's Guest...

Maja Kovacic-Kalra is a former architect turned marketing coach who spent over a decade in practice. Maja knows the pain of doing great work… and still feeling invisible. Relying on word of mouth. Taking on underpaid, uninspiring projects just to stay afloat. Working with difficult clients. But she’s also seen the difference when you're working on projects you actually enjoy, getting paid properly, and not burning yourself out in the process. Her mission is to help architects get more of the right work with clients who respect and value you. So you can work on projects you love and earn the money you deserve without working crazy hours.

Episode Highlights...

00:00 Introduction

01:24 Meet Maya Kovacic-Kalra: From Architect to Marketing Coach

03:54 What Makes Up A LinkedIn Profile?

09:56 The Importance of a Strong LinkedIn Headline

14:52 Crafting an Effective LinkedIn Banner

18:28 Perfecting Your LinkedIn Profile Photo

20:04 Maximising the Blue Link and About Section

28:07 The Featured Section: A Key Element

29:38 Maya's Favourite Travel Destination

31:17 Conclusion and Final Thoughts

Key Takeaways...

Make Your LinkedIn Headline Work for You

Your headline should do more than just say your job title. Use it to tell people who you help, what you do, and how it helps them. Try a simple format like: “I help [type of person] do [what you do] so they can [benefit].”

👉 Focus on the first 45–60 characters—this is what people see first when you show up in searches or invites.

Design a Banner That Tells Your Story

Your LinkedIn banner is the big image at the top of your profile. Use it to grab attention and show:

📢 What you do and why it matters

✅ Proof of your work (like logos or quotes from happy clients)

👉 A simple message that tells people what to do next (like “Book a call”)

Make sure the text is easy to read on both phone and computer, and check that nothing is hidden behind your profile photo.

Use the ‘About’ and ‘Featured’ Sections to Show How You Help

The ‘About’ section is a place to share your story—not just your CV. Talk about the problems your ideal client has, and how you help fix them. Keep it clear and friendly.

In the ‘Featured’ section, add links to your best work or offers. Put the most important link first—the one you want people to click. This should match the call to action in your banner.

Links Mentioned In The Episode...

Grab Maja’s Free PDF Guide ‘Your Next Step to a Stronger LinkedIn Profile’

Connect with Maja on LinkedIn

Visit Maja’s Website

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