Give me 10 minutes, and I can usually tell what’s holding a Company Page back.
It’s not usually because the marketers aren’t capable. The people I work with are smart, experienced, and know their business inside out. The issue is what’s happened to the Page over time.
Because what I’m seeing in audit after audit is this. The strategy was there. The intent was right. But somewhere along the way, things drifted and when that happens, the LinkedIn Company Page stops doing the job it was meant to do.
In this week’s podcast, I broke down the three types of Company Pages I see most often, what’s really going wrong, and where I’d focus first to fix them.
Chances are, you’ll recognise yours in one of these.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
"The Ghost Town" LinkedIn Company Page
This page was set up with good intentions, but has been left behind. It hasn’t been updated in a while. The content is inconsistent or non-existent. The information doesn’t reflect where the business is today.
When someone lands on it, there’s nothing there that helps them understand who you are or why they should care.
The fix here isn’t complicated, but it does matter.
Start with your foundations:
- Your About section needs to clearly explain what you do, who you do it for, and what makes you different
- Your Page details should be complete and up to date
- Your banner should reinforce your positioning, not just fill space
This is especially important now.
We know that buyers are checking Company Pages as part of their decision-making process. If your Page feels neglected or unclear, it creates doubt at the exact moment you need to build confidence.
This isn’t about perfection. It’s about relevance.
"The Internal Newsletter" Company Page
This is the most common one I see. The content is consistent, but it’s all internal.
New hires. Events. Announcements. Milestones. Product updates. Each post makes sense on its own. None of them is wrong. But taken together, they don’t serve the audience.
They serve the business, and this is where things start to unravel. Because it rarely begins as a strategy decision. It happens gradually.
Someone asks if you can post something. You say yes. Then someone else asks. You say yes again. Over time, the Page becomes a collection of internal requests rather than a reflection of your strategy.
The fix here is simple, but not always easy.
You need to get back to what the Page is there to do and be prepared to protect it.
That may mean saying no.
Not to be difficult, but to stay focused.
Because when everything gets posted, the Page loses its purpose. And when that happens, it becomes noise.
"The Product Dump" LinkedIn Company Page
This Page is full of features and benefits. Every post is about what the product does. What’s been released. What’s new. And if you have a lot of products, it becomes a constant cycle of trying to cover everything.
The challenge is that your competitors are doing exactly the same thing. So even if the content is accurate, it’s not memorable. The shift here is in how you frame what you’re sharing.
Instead of leading with features, lead with relevance.
- Why should your audience care about this?
- What problem does it solve for them?
- Who is it actually for?
You don’t need to talk about everything.
In fact, you shouldn’t.
It is far more effective to focus on a smaller number of products, repeat the key benefit, and make them stick. That’s how you build recognition. That’s how you stand out.
What This Really Comes Back To
On the surface, these look like three different problems. But underneath, they’re all the same. The Page has drifted away from the strategy.
That strategy probably still exists. It’s just no longer guiding day-to-day operations, and when that disconnect happens, performance drops.
Not because of the algorithm. Not because LinkedIn has changed. But because the Page is no longer aligned with its intended purpose.
Final Thoughts
If your Company Page isn’t delivering what you want it to, the answer isn’t to do more. It’s time to step back and check whether you’re still on track.
Is it clear who the Page is for? Is the content designed to help that audience? Are you reinforcing what you want to be known for?
Because most of the time, the fix isn’t complicated.
It’s about getting back to what you already know works and having the discipline to stick to it.
Book a time here to discover how we can help your B2B Grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond
