Your LinkedIn Profile Is a Landing Page That Buyers Visit Before Every Call
The page you forgot you were running
Between "let's set up a call" and the call itself, almost every B2B buyer does the same thing: they open your LinkedIn profile. Not your website. Your profile. It is the highest-intent page you own, and most founders last touched it when they changed jobs.
Treat it like a landing page with one conversion goal: make the buyer feel they are about to talk to the right person.
Section by section
Headline. The default is a job title. The fix is title plus outcome: who you help and to what result. This line follows you into every comment you leave and every DM you send. It does more work than any other 120 characters you will write.
Banner. The free billboard. One sentence of positioning, or one proof point. Not a stock skyline.
About. Written to the buyer, not about the founder. A working structure: the problem you keep seeing, your unpopular take on it, how you work instead, proof, invitation. Six to ten short lines. No third-person bios.
Featured. Pin the two posts that best represent your thinking and one piece of proof (case study, guide, tool). Buyers evaluating you click here first; curate it like a portfolio, not a feed archive.
Experience. Keep it, shorten it. Buyers scan for "has this person actually done this," not for a full history.
The test
Read your profile as the buyer you most want. After ten seconds, can they answer: what do you do, for whom, and why should they believe you? If any answer is fuzzy, the profile is leaking trust you already earned.
Profiles are step one of our onboarding for a reason. See how the full system works.
Common questions
What should a founder put in their LinkedIn headline?
Lead with the outcome you create for a specific buyer, not your job title. "CEO at Acme" tells a buyer nothing. "We cut rollout time for mid-market logistics teams" tells them whether to keep reading. Keep the title, add the outcome.
Does the About section matter for B2B founders?
Yes. It is the most-read long text on your profile, and buyers read it after seeing your name on a shortlist. Write it to the buyer in first person: the problem you see, how you approach it, proof, and what happens if they reach out.