Let’s clear something up.
A LinkedIn Company Page is not:
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a replacement for personal profiles
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a dumping ground for links
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a lead generation machine on day one
And treating it like any of those is exactly why so many Company Pages underperform.
In B2B, Company Pages have a very specific job and once you understand that job, everything else gets easier.
The Real Job of a LinkedIn Company Page
In B2B, a LinkedIn Company Page exists to do one thing: Reduce buyer uncertainty.
That’s it.
Before someone books a demo, replies to a sales message, or shortlists a supplier, they’re asking themselves:
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Do these people understand our world?
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Do they sound credible?
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Can they be trusted?
Your Company Page answers those questions quietly, over time.
Not with a pitch.
With consistency.
Why This Matters More Than Ever
B2B buying has changed.
Buyers now:
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research privately
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self-educate before talking to sales
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rely on signals, not slogans
Your LinkedIn Company Page is often one of the first credibility checks they make.
If the Page is empty, inconsistent, or purely promotional, confidence drops fast.
Not because your offer is bad — but because uncertainty stays high.
What a Company Page Is Not Meant to Do
This is where expectations go wrong.
A LinkedIn Company Page is not designed to:
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convert cold traffic
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replace sales conversations
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outperform personal profiles on its own
When teams expect it to do those things, they usually conclude:
“Company Pages don’t work.”
What they really mean is:
“We’re asking it to do the wrong job.”
Company Pages vs Personal Profiles (It’s Not Either/Or)
Personal profiles and Company Pages play different roles.
Personal profiles:
build connection
add personality
create relatability
Company Pages:
build confidence
reinforce positioning
show how a business thinks
The mistake is trying to choose between them.
High-performing B2B brands use both.
This is what I often refer to as the Power of Two:
The Company Page sets the narrative
People bring it to life
When those two work together, content travels further and lands with more credibility.
We’ve unpacked this in more detail in our article on LinkedIn Company Pages vs personal profiles and how they work together in B2B.
The Trap of “Posting More”
One of the most common responses to a struggling Company Page is: “We just need to post more often.”
Posting more doesn’t fix:
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unclear positioning
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mixed messages
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content with no purpose
Most Company Pages don’t need more content.
They need clearer intent.
Before publishing anything, the question should be: “What confidence is this building?”
If the answer is “none”, it’s probably filler.
Where Company Pages Fit in the B2B Buyer Journey
Company Pages sit between awareness and action.
They’re not the first touch.
And they’re rarely the last.
But they play a critical middle role:
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reinforcing expertise
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reducing perceived risk
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helping buyers feel comfortable taking the next step
When that role is clear, the Page starts supporting revenue — without pretending to be a sales page.
Why This Is a Commercial Asset (Not a Nice-to-Have)
When a LinkedIn Company Page does its job well:
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Employee advocacy performs better
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Inbound conversations make more sense
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Sales cycles feel shorter
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Trust builds before the first call
This is why Company Pages shouldn’t be treated as an afterthought.
They’re not about volume.
They’re about signals.
Start Here If Your Company Page Feels Unclear
If your LinkedIn Company Page feels busy but ineffective, start by answering three questions:
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Who is this Page really for?
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What role does it play in the buyer journey?
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What do we want people to feel more confident about?
You don’t need a new platform.
You need clarity.
Final Thought
A LinkedIn Company Page doesn’t exist to impress the algorithm.
It exists to make the right people think:
“These people understand what we’re dealing with.”
When that happens, everything else works better.
Need Help Clarifying the Role of Your Company Page?
If you’re unsure what your Page is currently signalling:
A Power Hour Session is the fastest way to get clarity
A LinkedIn Company Page Audit will show you exactly what’s working — and what isn’t
No hacks.
No guesswork.
Just a strategy that makes sense.
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
