Techniques for optimizing a guided edit process for editing a member profile page are described. According to various embodiments, incomplete member profile fields in a member profile associated with member of an online social networking service are identified. Profile completion score weight values associated with the incomplete member profile fields in the member profile are then determined. Thereafter, the incomplete member profile fields in the member profile are ranked, based on the profile completion score weight values associated with each of the incomplete member profile fields. A list of one or more of the highest ranked incomplete member profile fields are then displayed, together with a prompt recommending the member to complete the identified incomplete member profile fields.