The LinkedIn profile mistake that's costing you clients (and it's not what you think)
Let me guess: when someone tells you to "optimise your LinkedIn profile", you immediately think about getting a professional headshot, maybe updating your banner image, and making sure your job history is all filled in correctly. That's what most people think. Those things aren't wrong - they're just not the thing that's actually making the difference between a profile that sits there looking pretty and a profile that actively brings you clients.
The real mistake is that you're treating your LinkedIn profile like a CV when you should be treating it like a sales page. That one shift changes absolutely everything.
Your profile isn't a CV (so stop writing it like one)
Here's what happens: you set up your LinkedIn profile years ago, probably when you were job hunting. You copied and pasted your work history from your CV. You listed your responsibilities. You maybe added a few skills. Job done.
But here's the problem - a CV is designed to get you a job interview. A LinkedIn profile should be designed to get you clients, opportunities, partnerships, speaking gigs... whatever your actual goal is right now.
And those are two completely different things.
When you write a CV, you're essentially saying "here's what I did in this role, here's what I did in that role, here's my education". It's a list of facts about your past. It's focused on you. It’s giving big ‘pick me’ energy (because that’s its whole purpose).
But when you write a sales page (which is what your profile should actually be), you're saying "here's how I can help you, here's the problems I solve, here's why you should work with me instead of someone else". It's focused on them - the person reading it. It’s got confident energy. It positions you as a leader. It shows your people that you understand them. See the difference?
Most people's LinkedIn profiles are just digital CVs. Which is fine if you're actively job hunting. But if you're running a business, building a personal brand, or trying to position yourself as an expert in your field? You need to completely rethink your approach.
The one section everyone gets wrong (and how to fix it)
Right, let's talk about your About section. Because this is where I see the biggest missed opportunities - and where making one simple change can have a massive impact. Your About section is prime real estate on your profile. It's one of the first things people read when they land on your page. It's your chance to make them think "oh, this person gets it" or "yep, I need to work with them".
Most people on LinkedIn write something like:
"I'm a marketing consultant with 10 years of experience helping businesses grow. I specialise in digital strategy, content creation, and social media management. I'm passionate about delivering results for my clients."
Is it bad? No. Is it bland as hell? Um, absolutely. Does it make you stand out from the 47 other marketing consultants who've written almost exactly the same thing? Not even a tiny bit.
If you want to stand out, here’s what you should do instead: start with the problem you solve. Not your job title. Not how long you've been doing it. Focus on the actual problem that your ideal client is lying awake at night worrying about.
For example:
"Still spending hours creating content that isn't actually bringing in clients? I help service providers build personal brands on LinkedIn that feel fun to show up for - without dancing to trending audio or battling the Instagram algorithm."
That speaks directly to the person reading it. It acknowledges their pain point. It positions LinkedIn as the solution. And it does it in a way that sounds like an actual human being, not a corporate robot. It builds trust. It actually means something.
That's the difference between a profile that makes people scroll past and a profile that makes people stop and think "wait, I need to read more of this".
Why your headline matters more than you think
Your headline is the bit that shows up next to your name all over LinkedIn - in search results, when you comment on posts, when you send connection requests. It's basically your calling card.
And yet most people waste it on their job title.
"Marketing Consultant at XYZ Agency"
"Freelance Copywriter"
"Business Coach"
Fine. Functional. Completely forgettable.
Here's the thing: your headline isn't there to tell people what your job title is. It's there to tell people why they should care about you. What makes you different. What problem you solve. Who you help.
The best headlines I've seen follow this kind of structure:
[What you do] for [who you help] who want to [outcome they're after]
For example:
"LinkedIn Coach for service providers who want to land clients without spending hours on social media"
"Brand photographer for female founders who are done with looking 'stock photo generic'"
"Business strategist for burnt-out coaches who want sustainable growth (not just more hustle)"
Suddenly, you're not just another coach or consultant or whatever. You're the person who helps with this specific thing, for this specific person, to achieve this specific result. That's what makes people click on your profile. That's what makes them remember you. And that's what gets you showing up in the right searches.
In fact, LinkedIn's algorithm prioritises profiles with strong, keyword-rich headlines - so this isn't just about standing out to humans, it's about being found in the first place.
The featured section that everyone ignores (but shouldn't)
Right, quick question: do you have anything in your Featured section? You know, that bit near the top of your profile where you can pin posts, articles, links, whatever?
Most people don't. And that's a shame, because this is one of the easiest ways to turn profile visitors into actual opportunities.
Here's what you should be using it for:
Link to your main offer or service
Whatever you most want people to book, buy, or sign up for - stick it here. Make it easy for them to take the next step. Don't make people hunt through your profile trying to work out how to actually work with you.A freebie or lead magnet
Got a checklist, a guide, a template, something useful you can give away? Brilliant. Featured section. This is how you capture people's contact details so you can continue the conversation off LinkedIn.Your best-performing content
Pin a post that got great engagement or really shows your expertise. This gives new profile visitors an instant example of the kind of value you provide - and it's social proof that people actually care about what you have to say.Testimonials or case studies
Nothing builds trust faster than seeing that other people have worked with you and loved it. If you've got a particularly good testimonial or a detailed case study, feature it.
The Featured section is basically free advertising space on your profile. Use it.
The skills section isn't just for show
I am aware that the Skills section feels like the boring bit of LinkedIn that you filled in once and then never thought about again. But here's why you should actually care about it:
LinkedIn's search function prioritises skills. When someone searches for "LinkedIn coach" or "brand photographer" or whatever you do, LinkedIn looks at your skills list to work out whether you're a relevant result.
Which means if you haven't listed the right skills (or if you've just randomly endorsed whatever LinkedIn suggested), you're actively making it harder for people to find you.
Here's what you should do:
List at least 5 key skills that are directly relevant to what you want to be known for
Put your most important skill first - the top 3 skills show up on your main profile, so choose wisely
Get endorsements - ask your best clients, past colleagues, or collaborators to endorse you for your key skills (this adds credibility and boosts your searchability)
And please, for the love of god, remove any random skills that aren't relevant anymore. Nobody needs to know that you're endorsed for Microsoft Excel from 2013 if you're now running a coaching business.
Keep it focused. Keep it relevant. Make it easy for the right people to find you.
What most people get wrong about their experience section
The Experience section is where most people really lean into the CV approach - and it's where you're losing people's attention.
Here's what you probably have:
"Responsibilities included: managing client relationships, creating marketing strategies, overseeing social media accounts..."
Cool. But also... so what?
The problem with listing responsibilities is that it tells people what you did, but it doesn't tell them why they should care. It doesn't give them any reason to think you'd be good to work with. It's just information.
What you should do instead:
Focus on results, not responsibilities
Instead of "managed social media accounts", try "grew LinkedIn following by 300% in 6 months, leading to 15+ inbound client enquiries". Give people something tangible to latch onto.
Tell a mini-story
For your current role (especially if you're self-employed), use this space to talk about why you do what you do, who you help, and what transformation you create. Make it interesting. Make it relevant to the person reading it.
Keep it recent and relevant
Nobody needs your full work history going back to your Saturday job when you were 16. If it's not relevant to what you do now, delete it. Make space for the stuff that actually matters.
Remember: this isn't a comprehensive record of your career. It's a sales tool. Treat it like one.
The about section deep dive (because it really is that important)
Right, I know I already mentioned the About section, but let's properly dig into it because this is genuinely where most of the magic happens.
Your About section should do three things:
1. Hook them immediately
Your opening line needs to stop people scrolling. Ask a question they've been asking themselves. Make a statement they agree with. Call out a frustration they've been feeling. Make it impossible for them to not keep reading.
2. Show them you understand their problem
Talk about the thing they're struggling with. Get specific. Make them think "oh my god, this person gets it". This is where you build trust - by proving that you actually understand what they're going through.
3. Position yourself as the solution
Now (and only now) do you talk about how you help. What you do. Who you work with. The transformation you create. And make sure you include a clear call-to-action at the end - what do you want them to do next?
Here's the structure I always recommend:
Opening hook (1-2 sentences)
The problem they're facing (1 paragraph)
How you solve it (1-2 paragraphs)
Who you work with / your approach (1 paragraph)
Call-to-action (1 sentence + link)
That's it. That's the formula. And it works.
The key is writing it in your own voice - not like a corporate bio, but like you're actually talking to someone. Use the phrases you'd use in real life. Share your opinions. Let your personality come through.
Because at the end of the day, people don't buy from profiles. They buy from people. And if your About section doesn't sound like a person, they're not going to feel connected enough to reach out.
FYI: My LinkedIn Launch Workshop coaches you on exactly how to set up your LinkedIn profile, includes templates for your LinkedIn banner and has ChatGPT prompts to write your About section for you, so it couldn’t be any easier.The profile optimisation checklist (so you don't miss anything)
Right, let's make this actionable. Here's your profile optimisation checklist:
Header Section:
Professional photo (recent, clear, actually looks like you)
Custom banner image (not the default blue one)
Headline that explains who you help and how (not just your job title)
About Section:
Opens with a hook that stops people scrolling
Speaks directly to your ideal client's problem
Explains how you solve it (in your own words)
Includes a clear call-to-action with a link
Featured Section:
Link to your main offer/service
A freebie or lead magnet
Your best content
A testimonial or case study
Experience Section:
Current role written like a mini-sales page
Results and outcomes (not just responsibilities)
Only includes relevant work history
Skills Section:
At least 5 key skills listed
Most important skills at the top
Endorsed by credible people
No random outdated skills
Everything else:
Custom URL (yourname instead of random numbers)
Recommendations from past clients or colleagues
Any relevant certifications or courses
Honestly - if you get all of that sorted, your profile will be in the top 1% of LinkedIn profiles. Most people don't bother. Which is exactly why doing it makes such a difference.
What actually happens when you fix your profile
So what changes when you stop treating your profile like a CV and start treating it like a sales page?
People actually read it
Instead of skimming past your generic job titles, they stop and read your About section. They click through to your Featured links. They look at your posts. They get interested.
You show up in more searches
Because you've optimised your headline and skills with the right keywords, you start appearing when people search for what you do. Suddenly you're being found by people you've never met who are actively looking for your services.
Your DMs start filling up
With actual opportunities. Not spam. Not pitch slaps. Real messages from people who've read your profile and want to work with you, collaborate with you, or refer you to someone who needs your help.
You feel more confident posting
Because your profile clearly explains who you are and what you do, you don't have to repeat yourself in every post. Your profile does that work for you - meaning you can just show up and share valuable content without constantly selling.
I've seen this happen over and over. Someone fixes their profile, and within a few weeks they're getting messages they've never had before. Opportunities they didn't have to pitch for. People reaching out saying "I've been following you for a while and I'm finally ready to work together".
That's the power of a properly optimised profile. It works for you even when you're not actively posting. It's doing the selling so you don't have to.
Why you should sort this out today (not next week)
Here's the thing: your LinkedIn profile is the only part of your marketing that's working 24/7.
Your website? People have to actively go looking for it.
Your Instagram? People have to be following you already.
Your newsletter? They have to be on your email list.
But your LinkedIn profile? It's showing up in search results. It's there when people check you out after seeing your comment on someone else's post. It's the first thing potential clients see when they Google your name.
Every day you have a mediocre profile is a day you're missing opportunities. People are literally looking at your profile right now and making decisions about whether to work with you based on what they see there.
So yeah. Fix it today. It'll take you a couple of hours maximum, and the impact will be immediate.
And if you're thinking "that sounds great but I have no idea how to actually do this" - that's exactly what I teach in The LinkedIn Launch workshop. It's specifically designed to walk you through optimising your entire profile, section by section, so it actually converts visitors into opportunities.
Because your LinkedIn profile shouldn't just exist. It should be actively working to bring you clients.
Want help optimising your LinkedIn profile? The LinkedIn Launch Workshop gives you the structure, strategy, and templates to turn your profile into your hardest-working sales tool. Or join The [In]sider newsletter for weekly LinkedIn tips and posting prompts.