Are You Treating Your LinkedIn Profile Like a Resume?
LinkedIn is a relationship-building engine that, when used strategically, becomes one of the most powerful lead generation tools for service-based businesses. But most businesses are skipping one of the most important steps in using LinkedIn for lead generation.
Business owners love to reach out to us with big goals around posting content on LinkedIn. While that’s a great way to reach an audience and make LinkedIn work as a lead generator, we usually have to back the conversation up. Before we start thinking about what we’re going to tell people on LinkedIn, we have to ask, “What is your profile telling people about you?”
Whether or not your content is telling people something about your expertise and experience, your LinkedIn profile is always having conversations with people. The question is, what is it saying?
Element #1: Your Headline – The Make-or-Break First Impression
Most business owners use headlines like “Marketing Consultant at ABC Company” or “Freelance Graphic Designer.” These headlines position you as an employee, not a business owner who solves specific problems.
Transform your headline into a client-attracting statement that immediately communicates who you help and the outcome you provide.
Instead of: “Marketing Consultant” Try: “Helping B2B SaaS Companies Generate 40% More Qualified Leads Through Strategic Content Marketing”
Your headline should make prospects think, “That’s exactly what I need” instead of “Oh, another consultant.”
Element #2: Your About Section – Where Relationships Begin
Most “about” sections start with “I am a seasoned professional with 15 years of experience…” and then list accomplishments that mean nothing to potential clients.
Instead, structure your “about” section around your clients’ challenges and how you solve them, not your career history.
Use this framework:
- Hook: Start with a pain point your ideal clients face
- Solution: Explain your unique approach to solving it
- Proof: Share a brief client success story or relevant metric
- Call to Action: Tell them exactly what to do next
Example opening: “Most marketing agencies promise the world but deliver generic strategies that work for everyone and no one. That’s why I developed the Strategic Foundation Framework…”
Element #3: Professional Photo and Banner – Visual Credibility
Your photo and banner work together to create instant credibility. Your professional photo should be approachable but polished, while your banner should reinforce your positioning.
Photo essentials:
- High-quality, recent headshot
- Professional but approachable expression
- Consistent with your overall brand aesthetic
Banner opportunities:
- Highlight your unique value proposition
- Showcase client results
- Show some personality – is your brand fun? Is it powerful? What makes you different?
Element #4: Experience Section – Prove Your Track Record
For business owners, listing duties and responsibilities isn’t valuable. Instead, make sure your experience section demonstrates your track record of solving problems (not completing tasks).
Reframe each position around client results, methodologies you developed, and problems you solved.
Instead of: “Managed social media accounts for various clients”
Try: “Developed and implemented the Authentic Engagement Framework that helped 20+ service-based businesses generate qualified leads through strategic LinkedIn content”
Focus on what you accomplished for clients, not what tasks you performed.
Element #5: Strategic Skills and Endorsements
LinkedIn suggests skills based on your profile content, leading to a mishmash of capabilities that confuse rather than clarify your expertise.
Curate your skills strategically around the specific problems you solve for clients.
Choose skills that:
- Align with your ideal client’s search terms
- Position you as an expert in your niche
- Support your overall positioning strategy
For example, if you’re a business coach specialising in leadership development, prioritise skills like “Executive Coaching,” “Leadership Development,” and “Team Building” over generic terms like “Management” or “Communication.”
Element #6: Clear Call to Action – Guide Next Steps
Your profile shouldn’t just impress visitors; it should guide them toward taking action. Many profiles fail because they don’t provide clear next steps for interested prospects.
Include specific calls to action throughout your profile (where possible):
- “Send me a message to discuss your specific challenges”
- “Book a 15-minute strategy call using the link below”
- “Download my [relevant resource] to learn more about [specific topic]”
Make it obvious how someone can engage with you professionally.
The Profile Optimization Framework
Step 1: Audit Your Current Profile Review your profile through the lens of your ideal client. Ask yourself: What impression does this give about my expertise? What would an ideal client see if they came to this page? Does this position me as the obvious choice for my specific niche?
Step 2: Identify Your Unique Value Proposition Get crystal clear on the specific problems you solve, your unique methodology, and what makes you different from other service providers.
Step 3: Optimize Each Element Strategically Work through each profile section with your ideal client in mind, focusing on client outcomes rather than personal credentials.
Showcase Your Expertise
Think of your LinkedIn profile as your most tireless sales representative. It’s working 24/7, having conversations with potential clients, answering their questions, and (if done well) building trust in your expertise.
The difference between a profile that generates leads and one that gets ignored isn’t talent or experience; it’s strategy. When you optimize your profile around your clients’ needs rather than your own credentials, everything changes.
Many people look at their profiles and aren’t sure what they’re communicating and where they’re missing the mark on being seen as an expert. If that’s the case for you, we can provide you with a complete LinkedIn Profile Audit. This process provides a comprehensive analysis of your current profile. We give you specific and actionable recommendations to optimize every element so you can start attracting the right people to your LinkedIn, your network, and your business.
Don’t let another qualified prospect slip away because your profile didn’t make the right first impression. Reach out to us and let’s transform your LinkedIn presence into a client-attracting asset that works as hard as you do!