Amie Sheridan has helped hundreds of women get visible: executives, founders, CEOs. And every single one of them, no matter how accomplished, was scared to hit publish the first time.
So was she.
Amie is the founder of WINS, a visibility advisory firm serving executives and founders.
Her work is about helping women be seen, on their own terms. Here’s what she wants every professional woman to know.
Start With Your LinkedIn Headline
Of all the LinkedIn profile elements women overlook, Amie’s vote for most underused is the headline — that short line of text just below your name.
Most people default to their job title. Amie would like to change that.
“The headline is what the LinkedIn search engine is looking at,” she explains. “When someone searches ‘executive coach’ — if that’s not in your headline, you’re not popping up.”
But the headline isn’t only about search. It’s your first opportunity to show the full picture of who you are. “No one is just a CEO of a company,” Amie says.
What are the two or three dimensions of your expertise, your advocacy, your work that would make someone want to know more? Build those in — concisely, with the keywords that reflect what you want to do next.
Why Showing Up Online Is Infrastructure, Not Performance
Every piece of content you publish on LinkedIn is indexed. It’s searchable, both within LinkedIn and through external search engines. When someone Googles you, what they find is a direct reflection of what you’ve put out there.
“Your LinkedIn profile is part of your personal SEO,” Amie says. “Every piece of content you own online is how people find you.”
And as for worrying that no one is reading? “Most people are scrolling by,” she acknowledges. “But the people who need what you’re saying? They’re there.”
What to Actually Post
This is the question Amie hears most. Her answer is more personal than people expect.
“It’s about finding the sweet spot between your unique expertise and who you are as a person,” she says.
For executives and founders, that often means asking: what is the one theme I could return to, repeatedly, that feels both repeatable and true? One of Amie’s clients — a senior executive who had traveled the world bringing connectivity to underserved regions — built her entire content strategy around vulnerability and resilience.
A few practical principles:
Post with your face. A photo of you consistently outperforms a post without one. If you’re working from home without a bank of images, invest in a professional headshot session — multiple looks, done in a single sitting, used over time.
Build one asset, then drip it. A guide, a checklist, a short resource your audience wants. Then let your social content point back to it, one piece at a time.
Try a LinkedIn newsletter. It lands directly in your existing network’s inbox. People who already know you and may be ready to hire or refer you. Amie has watched coaches build real client momentum this way. Warm leads would text after a newsletter dropped: “I just read your article. Can we talk?”
On Fear: Ship the Minimum Viable Version
Amie doesn’t minimize the discomfort of putting yourself out there. When she published her first LinkedIn post, she was terrified. She posted anyway.
“The more you do it, the easier it becomes,” she says. “Now posting is like breathing for me.”
For the women she works with, what they need most is not more preparation. It’s permission.
“Ship your minimum viable presence,” she says. “Get the profile up. Start posting before you have the full plan.” Let real-time feedback inform your strategy rather than perfecting everything before you begin.
The Bottom Line
Visibility isn’t vanity. For women navigating career transitions, entrepreneurial leaps, or the ongoing reshuffling of the workforce, it’s one of the most concrete investments you can make in your future.
Amie Sheridan is the founder of WINS, a visibility advisory firm serving capital-stage founders and executives, and host of The WINS Podcast.
Amie Sheridan
