Let’s set the record straight: your Company Page isn’t broken because of LinkedIn’s algorithm. It’s likely because of one (or more) of these five common but costly mistakes.
I’ve seen these issues across small businesses, big brands, and everything in between, and the good news is that they’re easy to fix once you know what to look for.
Today we’ll investigate what’s holding your LinkedIn Company Page back from the reach, engagement, and growth you should be achieving, and how to turn it around quickly.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
Mistake 1: Poor LinkedIn Company Page Setup
Your Company Page might look fine at first glance, but it must be optimised for two audiences:
- LinkedIn Search (eg keywords in your tagline and About section), and
- Page Visitors (eg clear messaging on who you help and how)
Remember if you confuse ’em. You lose ’em.
🔧 Fix it: Do a quick audit. Borrow language, eg keywords, from your website or paid ads, and make sure your LinkedIn Page reflects the same positioning. Consistency drives visibility and credibility.
Make sure your LinkedIn Company Page About section helps visitors immediately understand:
- What you do
- Who you do it for
- What makes your business different
Mistake 2: Boring Content
Let’s be honest – if you wouldn’t stop scrolling for your own post, why would anyone else? No one is stopping on LinkedIn to read your corporate brochure.
Do a quick check before you post –
- Is the topic relevant to your audience, or just your business?
- Is there anything in the post that will stop people from scrolling straight past?
- Are your images engaging or just overbranded filler? Too much branding makes posts feel like ads.
🔧 Fix it: Think like a YouTuber. Topic. Title. Thumbnail. Your packaging matters. Make your content scroll-stopping, not scroll-past.
Mistake 3: Zero Differentiation
If your posts sound just like every other company in your industry, you’re invisible. What’s most likely missing?
- Emotion
- Humour
- Real stories
- Opinions
🛠️ Fix it: Bring your brand’s personality into the mix. Showcase your team. Ask subject matter experts to share their take on industry trends. Your people are your edge. Use them!
For a great example of a Company Page that does exactly this, check out our client Lightwire Business. Love your work Rachel Hewitt!
Mistake 4: Broadcasting Instead of Engaging
Social media is meant to be social. If you’re not inviting interaction, you’re not building a community. If your content just talks at your audience, don’t be surprised by low engagement.
🔧 Fix it: Social media is a two-way conversation. Stop monologuing and start listening.
- Add questions to your posts
- Use polls
- Ask for opinions or reactions
Sign up for b2bgrowthco.com/newsletter so you don’t miss out on how to do this using the P.A.G.E. Advocacy framework.
Mistake 5: Hiding Your Employees
Worried your employees will be poached if you feature them in posts? Here’s a thought: If they feel valued and visible, they’re less likely to leave.
💡 Your people are your best differentiator.
🔧 Fix it: Showcase your team. Celebrate wins. Share real faces and stories. The payoff? More reach, more trust, and a stronger brand presence.
Take Action and Fix Your LinkedIn Company Page?
I’ve outlined the five most common mistakes and provided the exact solutions to address them. However, none of this works unless you actually take action.
And here’s the risk: while you wait, your competitors might be reading this too. They’ll take action. They’ll grow faster. They’ll win those opportunities.
Don’t let that happen. Select one item from this list, fix it, and build from there.
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
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.
