If you run a B2B service business, there’s a silent step in your sales process that most folks don’t account for.

It happens before the call, before the proposal, often even before the first reply.

Your prospect looks you up.

Usually on LinkedIn.

If someone Googles your name or clicks through from an email or message, your LinkedIn profile is almost always the first thing they see.

In practice, it functions like an extension of your website - sometimes a more important one.

Here are the 3 things most people miss:

1 | Prospects finding you

Your LinkedIn profile doesn’t just influence conversion.
It influences discovery.

LinkedIn decides how often to show your profile in search based on behavioral signals:

Do people click when they see you?
Do they scroll?
Do they stay?
Do they take a next step?

A profile can be “accurate” and still underperform.

If people land on your profile and leave quickly, LinkedIn shows you less often to similar buyers over time. Poor clarity doesn’t just confuse prospects - it quietly reduces your reach.

Discovery and conversion are the same system.

2 | Prospects paying attention to you

Prospects don’t read your profile top to bottom.

They pattern-scan.

The banner sets the tone.
The headline is read for relevance.
The Featured section is checked for proof.
The About section is skimmed for belief in your abilities.

If the trust and meaning don’t snap together in 8 seconds, they leave.

That’s why most profiles fail from too much information, not too little.

Each section has one job: answer “is this for me?” on its own.

This also explains why profiles that focus on capabilities, process, or experience tend to get polite interest but little engagement.

3 | Prospects taking the next step

The next step has to feel lighter than staying stuck.

“Book a call” assumes motivation.
Curiosity works better.

“Want to see how this looks for your situation?”
“I can show you a quick example.”
“Happy to send over a short breakdown.”

People engage to reduce uncertainty, not to buy.

All of this is why I treat LinkedIn profiles as sales assets, not bios.

They shape:
– whether prospects find you
– whether they trust you
– whether they take the next step

If your profile is vague, busy, or résumé-shaped, it’s quietly working against you.

If you want help fixing this, I’m offering professional LinkedIn profile upgrades before pricing increases in 2026.

It’s a focused rewrite that turns your profile into something that attracts, clarifies, and converts.

You can book your upgrade HERE if it makes sense for you.

Either way, hope this helps you see your profile differently.

Rooting for you,
Tom

Whenever you're ready... here are 3 ways we can help you grow your biz:

1 | Book an Outreach Strategy Call - CLICK HERE

I’ll share a few outreach strategies specific to your offer that will start converting your target prospects.

We might work together. We might not.

In either case you'll walk away armed with new ideas to grow your business.

2 | Get Your Custom LinkedIn Profile Upgrade - CLICK HERE

Drive the right profile visitors and turn them into leads with a Professional LinkedIn Profile Upgrade.

3 | Work With Us - CLICK HERE

Start generating leads and selling your services by doing outreach you feel good about (and most importantly actually works).