We often hear the same thing from professional business owners: "Our clients aren't really on LinkedIn, so we don't bother with it."
It's true that many people looking for a pharmacist, a family lawyer or a local accountant won't search for one on LinkedIn. But that doesn't mean LinkedIn doesn't matter to your business. It's where a different, equally important audience forms its view of you.
Who is actually looking at your LinkedIn
For most professional businesses, LinkedIn is where you're seen by:
Referrers. GPs, real estate agents, financial planners, other lawyers and accountants. These people send work your way, and many will look you up before they do.
Future staff. Good candidates research a workplace before they apply or accept an offer. A quiet or outdated page tells them very little.
Partners and peers. Industry bodies, local business groups and potential collaborators.
Clients doing their homework. Even if they found you on Google or Instagram, many will check the person they're about to see.
In other words, LinkedIn is less about finding new clients directly and more about confirming that you're the right person to trust.
A company page is only half the picture
Your business page matters, but people connect with people. In most professional businesses, the director, principal or partner is the face of the practice. Their personal profile is often the first thing people look at, and personal posts tend to feel more relatable than company updates.
A strong personal profile doesn't need to be self-promotional. It can share what you're seeing in your field, explain a change that affects your clients, celebrate your team or reflect on the work you do. Done consistently, it builds a reputation that sits behind every referral.
What to post
Some ideas that work well for professionals:
Plain-English explainers. A short post on a new rule, a common misconception or a question you're asked every week.
Team and culture. New starters, milestones, training and community involvement.
Your perspective. What you've learnt from years in your industry, written in your own voice.
Behind the scenes. Events, conferences and the everyday work your clients never see.
Longer articles. Repurposing your website blog posts on LinkedIn gives them a second audience.
The same advertising rules apply on LinkedIn as anywhere else, so health and legal professionals should keep their professional obligations in mind, particularly around testimonials, specialist claims and client confidentiality.
Start with the basics
If LinkedIn has been on the back burner, start here:
Update your profile photo, headline and "About" section so they clearly describe who you help and how.
Make sure your company page has a current logo, banner, description and website link.
Connect with the people who refer to you and the people you work alongside.
Commit to a realistic rhythm, such as one thoughtful post a week, and stick to it.
The bottom line
Your clients might find you through Google, Instagram or a friend's recommendation. But the people who shape your reputation, the referrers, peers and future staff, are very likely to look you up on LinkedIn. It's worth making sure they like what they find.
Our Partner package includes LinkedIn personal branding for your director or partner. See our packages or get in touch to talk it through.