Some Premium Company Page features are less about publishing content and more about what happens when somebody encounters the organization: what they notice, what reassures them and what action they take.
Think about the visitor journey
A prospective customer, employee, partner or supplier may encounter the Page at a different stage of their relationship with the organization. Premium presentation or conversion features are useful when they remove friction for a journey that already matters.
Use credibility features as evidence, not decoration
LinkedIn’s current Premium offer can include Page verification, a custom testimonial, credibility highlights and dynamic cover images. Each should communicate something useful. A testimonial needs credible proof and permission to use it; a highlight should tell visitors something meaningful; additional imagery should improve recognition or understanding rather than merely fill space.
Connect calls to action with intent
Free Pages can use a custom call-to-action, but its visibility is limited. Premium can make the button more prominent across the Page and, where enabled, Page posts and search results. Choose the destination deliberately and make sure the destination continues the promise made by the button.
Decide what you will do with visitor information
Premium currently offers a Who’s visited my Page view showing eligible visitors for up to 365 days, subject to members’ privacy settings. Seeing a visitor is not the same as receiving buying intent. Decide in advance what legitimate action, if any, that information should trigger.
Measure beyond LinkedIn where appropriate
If the intended action sends people to your website, use appropriate web analytics or campaign tracking to understand what happens after the click. LinkedIn can report custom-button activity, but the destination should tell you whether that attention became useful behavior.
Your task
Select one Premium credibility, visitor or conversion capability currently available to your Page. Map the visitor journey from encountering it to the intended next action, identify how you will measure the result and remove any step that does not help the visitor move forward.