Some nuggets off the top of my head from what I have done for other clients:
1) Banner - make it awesome. Paint a picture of yourself for folks you never met
2) Make the summary unique so that it could only possibly describe 1 person
3) Infuse stories in there for the work they have accomplished.
4) Make sure the profile is filled out completely
5) Make sure their company page is totally filled out.
6) Make it a smidge personal so that you can increase personal connections.
Want to see my favorite LinkedIn profiles so that you too can shine online? Click the link below.