What a good LinkedIn profile really looks like
In B2B, trust isn’t just nice to have, it’s everything.
Deals are rarely won on rational arguments alone. They hinge on familiarity, credibility and chemistry. These aren’t soft skills, they’re decision-making signals. They’re how people decide whether they like you, trust you and want to work with you.
The Edelman Trust Barometer shows that individuals are more trusted than institutions or brands, and experts and leaders are often seen as more credible than their own company pages. In other words, people buy people; they buy from those who show up consistently, communicate clearly and feel relatable.
So, naturally, we look to LinkedIn.
This isn’t about vanity or influence. It’s about visibility, reputation and helping people feel more confident about choosing you. A good profile strengthens conversations, opens doors and builds belief. Quietly, but powerfully.
Who this is for
While any forward-thinking, go-getting professional should pay attention to their LinkedIn profile, it’s particularly important for anyone in a commercial or senior role. That includes:
- Sales and business development leads
- Client partners and account directors
- Senior marketers, strategists and consultants
- Subject matter experts who represent your brand externally
If your role involves relationships, growth or credibility, your LinkedIn presence is part of your toolkit, so make sure it’s working as hard as you are.
Let your profile speak for you
What someone sees in the first few seconds can shape what they think of you long after. The basics matter more than you might expect:
- Use a clear, professional photo
- Add a custom header image that reflects your brand or work
- Write a headline that explains what you do and who you help
- Fill out your experience with short descriptions and skills
- Feature recent content, work or posts you’re proud of
- Collect a few recommendations to strengthen your credibility
Together, these create a strong signal. They build recognition, reinforce your expertise and help others explain your value when they recommend you.
Say what you actually do
Too many summaries are vague or full of buzzwords. “Driven leader with a passion for results” doesn’t tell anyone anything useful – who doesn’t like results?
Instead, use your profile summary to explain your focus. What kind of work do you do? What sectors or clients do you work with? What challenges are you solving?
The ‘About’ section doesn’t need to be long, just clear. Think of it as a conversation opener — one that gives others the confidence you understand their world.
Be seen engaging, not just existing
A well-written profile is important. That said, so is showing that you’re active, interested and informed. People check your recent activity, so give them something to find.
Start with small actions:
- Like posts that are relevant or helpful
- Comment with your perspective or encouragement
- Share useful content with a sentence or two on why it matters
- Repost with a short note to explain your take
These things don’t take long, but over time they build trust and familiarity. They show you’re paying attention and contributing.
Don’t leave your network to chance
Treat your network as something you grow and nurture, not something that just happens.
Build habits like:
- Connecting after meetings and events
- Following peers, clients, competitors and influencers
- Accepting relevant requests, even if you haven’t met yet
- Reviewing your feed regularly and using it to keep up with your industry
This creates a more valuable LinkedIn experience. One that informs you, reflects your space and helps you stay top of mind.
Curate before you create
You don’t need to write original content every week; a smart place to start is curation. Share something you’ve read, found useful or agree with. Add your view.
When you’re ready to create, keep it simple. You might reflect on a recent event, answer a question you hear often or react to a shift in the market. Focus on relevance, not reach. What matters is that people in your world find it useful.
Reputation is built in the details
When done right, LinkedIn becomes your silent partner. It builds your reputation, supports your conversations and helps others believe in what you offer.
The good news is, it doesn’t take hours. Just small, regular actions that align with how you want to show up.
Over time, those small actions build the kind of trust that makes a big difference.
