
Your LinkedIn ads might be amazing, but if your company page looks like a ghost town, you’re burning money. When prospects see your ad, they don’t always click straight through to your landing page. Instead, some of them do their homework – they check out your company page to see if you’re legit. If what they find looks sketchy, say goodbye to that lead.
YOUR COMPANY PAGE IS YOUR DIGITAL STOREFRONT
Think of your LinkedIn company page as your digital headquarters. When potential customers peek inside, what do they see? An empty room with cobwebs, or a thriving business they can trust? Here’s how to make sure it’s the latter.
FOLLOWERS AREN’T JUST A VANITY METRIC
I’m not going to try and lie to you, if you have less than 1,000 followers, people aren’t going to trust your brand as much as they would if you had 10,000 or more. But that doesn’t mean you should get discouraged; your ads will still have an impact.
However, you need to focus on growing your follower base, and to do that you can use LinkedIn’s invite feature that allows you to invite up to 250 of your connections to follow your page.
CONTENT HELPS BUILD YOUR CREDIBILITY
Companies with inactive pages reduce conversions. When someone visits your page, they should find regular activities, not empty space. Keep in mind that quality is much more important than quantity.
Pin your most successful post to the top of your page. It’s the first thing visitors notice, so make it impactful. If you have a good case study? Pin it. If you got featured in a big publication? Pin it. If you have an expert interview showing off your knowledge? You know what to do – pin it.
USE YOUR TEAM’S PRESENCE
Your employees are a very important asset. When people check your page, LinkedIn shows them trending co-worker content. This helps a lot in building credibility. Active employees show healthy and engaged company – exactly what potential customers want to see.
Get your team posting about:
- Industry secrets/tips they’ve discovered
- Projects they’re most proud of
- Company culture moments
- Professional achievements
MAKE YOUR NUMBERS WORK FOR YOU
Size matters on LinkedIn, but not how you might think. Your employee count, job postings, and growth trajectory all tell a story. Make sure they’re all up to date.
- Get every employee to link their profile to your company page
- Keep your job listings active (even for future positions)
- Show steady growth in your insights tab
YOUR “ABOUT” SECTION ISN’T A BIOGRAPHY
Stop treating your “About” section like a boring company bio. Turn it into a mini sales pitch. Tell your story, show your personality, and most importantly – make it clear why someone should care about your company.
SHOW OFF YOUR ADVERTISING POTENTIAL
Here’s something most people don’t know: LinkedIn users can see what ads you’re running. No ads? You look small time. Running a solid ad campaign shows you’re serious about growth and have the budget to back it up.
WHAT’S NEXT?
Your LinkedIn company page serves as more than just a profile – it functions as a platform for building trust. Every component must work in harmony to establish credibility with potential customers. If you improve these elements, your advertising effectiveness will increase because customers will have more confidence in their purchasing decisions.
Don’t let a subpar company page undermine your advertising investment. Take steps to enhance it now, and you’ll notice improved conversion results.
Want to learn more about maximizing your LinkedIn ad performance? Make sure your ads are hitting the mark by checking our guide on Quality Scores – because a strong company page is just the beginning.