LinkedIn Profile & Company Page Audit
LinkedIn is where B2B buyers, hiring candidates and partners check you out. Here's how to audit both your personal profile and your Company Page, and the content that drives results.
Key takeaways
- For B2B, founders' and employees' personal profiles often reach more people than the Company Page.
- A clear headline and About section tell visitors what you do and for whom.
- LinkedIn has emphasised content with genuine expertise and meaningful conversation.
- Track profile views, inbound messages and leads, not only likes.
LinkedIn is the most important social platform for B2B companies, consultants, agencies and recruitment. Audit both personal profiles (founders and key staff) and the Company Page. Background: LinkedIn’s 2026 feed changes.
Part 1: Personal profile
- Professional, recent photo and a banner that states what you do
- Headline: who you help and how, not just a job title
- About: your expertise, proof (results, clients, credentials) and how to contact you
- Featured: best posts, case studies, lead magnet, website
- Experience: descriptions with achievements; current role linked to the Company Page
- Skills, recommendations and certifications up to date
- Custom profile URL
- Creator mode tools (follow button, topics) where useful
- Contact info and website link
Part 2: Company Page
- Logo, cover image and tagline
- About with clear description, industry, size, location and website
- Custom button (Visit website, Contact us)
- Showcase pages only if you have distinct audiences
- Employees correctly linked to the Page
- Admins reviewed
Guide: how to optimise a LinkedIn Company Page.
Part 3: Content
From analytics (personal and Page), last 90 days:
- Posting frequency
- Impressions, engagement rate and comments (conversation matters)
- Top formats: text, document carousels, images, video, polls
- Topics that attract your target audience (check viewer job titles and industries)
- Original insight and experience vs generic advice
- Engagement with others’ posts (comments build visibility too)
Tips: LinkedIn post tips for 2026.
Part 4: Employee advocacy
- Key staff active and sharing expertise
- Company news shared by employees, with their own perspective
Part 5: Ads and leads
- Insight Tag and conversions set up
- Lead Gen Form results and lead quality tracked
- Targeting by job function, seniority and company list reviewed
Guide: LinkedIn ads beginner’s guide.
Part 6: Results
- Profile and Page views trend
- Inbound messages, connection requests from prospects, website visits, leads
- Deals that started on LinkedIn
Part of the social media audit.