When someone is considering working with you, they’re probably doing a little homework first. And that homework may not start with your website. They might look you up on LinkedIn first.
They want to know who you are, what you know, who you work with and, perhaps most importantly, whether you seem like someone they’d actually want to work with.
Your website can tell them what your business does, but your LinkedIn profile and activity can give them a sense of you personally: your values, your perspective and how you approach your work.
And let’s be honest, people don’t always read every page of a website. They might skim the homepage, check your services and then head straight to LinkedIn to learn more about the person behind the business.
Your profile and your activity should help tell the same story.
Your profile should make it easy to understand your expertise, your track record and what you bring to the table today. Your recent posts and comments matter too. They show how you think, what you know and the conversations you’re part of.
There’s research behind the value of sharing your expertise. In the 2024 Edelman–LinkedIn B2B Thought Leadership Impact Report, 73% of decision-makers said thought leadership was a more trustworthy way to assess a company’s capabilities than its marketing materials and product sheets.
That doesn’t mean every post needs to be a research paper. A useful observation or a thoughtful answer can give someone a much clearer sense of what it would be like to work with you.
You don’t need to constantly promote your services. Share what you know. Talk about the problems you solve. Share lessons from your experience. Answer the questions your clients regularly ask.
When someone is researching you, that content becomes another layer of proof.
And don’t assume nobody is paying attention just because they aren’t commenting. A potential client might read your posts quietly, check your profile after a referral and reach out months later when they’re ready to talk.
You may be having your first conversation with them, but they may already feel familiar with you.
LinkedIn isn’t just about likes and comments. It’s about being known and remembered by the right people.
So before you spend another weekend tweaking your website, take a look at your LinkedIn profile too.
Does it reflect the person you are and the work you want to be known for today?
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