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7QUESTIONSto Determine How Effective Your
LinkedIn Profile is
Your LinkedIn profile is your window to the world. In an era of information
overload, our human brains are programmed to stereotype and pigeonhole people
in a matter of seconds. So, if you want to make a lasting impression, having an
engaging LinkedIn profile that speaks directly to your audience is imperative.
During the last 3 years, I’ve provided hundreds of LinkedIn profile reviews,
interviewing the people behind them. What I’ve found is that most people’s profiles
don’t maximise the retail space available and undersell what they do and the true
value they offer. 
Many tools claim to help you rate your LinkedIn profile, but few can provide the
vital analysis you need. A great LinkedIn profile goes beyond just filling in boxes
and achieving LinkedIn’s own ‘all­star’ rating.
The following questions have been created to help you gain a realistic
perspective on how your profile is converting leads. 
Enjoy,
Naomi Johnson
TheProfile.Company
020 3826 8069
A MESSAGE TO
ENTREPRENEURS, THOUGHT-
LEADERS AND SALES TEAMS
TheProfile.Company
Innovation Space, Halpern House
1 Hampshire Terrace, Portsmouth, PO1 2QF  
E: Info@TheProfile.Company
T: +44 (0) 20 3826 8069
(c) All Rights Reserved
uk.LinkedIn.com/in/NaomiJohnsonUK
@TheProfileCo
Can someone glance at my profile
and quickly know what I do?
People are busy. If they can’t quickly grasp what you
do they’ll simply move on. This could be a brand new lead
coming to your profile because they have read a status
update or article or received your invitation to connect.
If your profile doesn’t engage and answer the question
‘what’s in this for me?’ all your efforts will be lost. The
slightest confusion or effort required of your visitor will
cause them to click away. Most of the people who view
your profile won’t be prospects, but they can be good
referrers for you. If you aren’t clear from the outset what
you offer, people will just move on. If someone has met you
at a networking event, this is your chance to go beyond the
60­second pitch.
QUESTION 1
Use your headline and keywords, to quickly create context and
position yourself. Consider how you read profiles when you first
arrive on one. Do you jump in and read every word, or have a
quick scan first to determine if you want to read?
02 TheProfile.Company 7 Questions
Can a visitor get a good
understanding of the product or
service I offer?
This isn’t about providing a comprehensive list or outright pitching.
It’s about providing a clear outline as to what your company
provides. If you design websites, make sure that is clear, and if
there is something new or different about the websites you create,
make sure you lead with this point. Don’t expect people to stick
around to uncover it. You have people’s attention only for a limited
time, so lead with your unique selling point and the problem it
solves. 
QUESTION  2
When outlining what you do that is different, put it into context.
What problem does it solve, and why should a prospect be
interested? How does it relate to them and their world? They
might already be happy with their existing solution, so why
would they read on and consider yours?
03 TheProfile.Company 7 Questions
When people visit my profile, do
they get an essence of who I am?
Straight out pitching what you do will leave your prospects cold.
Your profile is more than a directory listing or advert. Part of the
success of your profile is building a relationship with your visitor. A
really successful profile is one that establishes you as the go­to
person in your industry and creates a loyalty that has people
actively referring you even if they don’t know you and have never
met you.
This is achieved by sharing the problem you solve and why you
want to solve it. Letting people know your story enrols people in
your message. Your prospect is always asking 'what's in it for me'
so make sure your story is relevant to the overall marketing
message and unique selling point. 
QUESTION 3
04 TheProfile.Company 7 Questions
To establish ‘know, like, and trust’, lead with your authentic voice.
Share your passion and explain why you do what you do. Use
your credentials to establish yourself as an expert, and make sure
your prospects know you understand them.
If someone wants to know more,
do I make it easy for them?
Generally, people won’t pick up the phone to call you, or click
through to your website until they have a level of confidence that
assures them they won’t be wasting their time.
As a visitor becomes interested, they’ll move beyond a quick scan
of your profile to thoroughly reading your summary. If they are still
interested, they will be curious to know more but may not feel
ready to get in touch. The last thing you want is to have them
leave your profile to google the solution and land on your
competitor’s website. It’s very likely that when they arrived on your
profile, they weren’t actively looking for your solution, so the very
fact they are curious and are now thinking about the problem you
solve is already a distraction to their current activities on LinkedIn.
Don’t ask them to come too far off their path too soon.
QUESTION 4
05 TheProfile.Company 7 Questions
Provide people a way to learn right there on your profile. Use rich
media content to expand upon your message, either by detailing the
product or helping people know how to buy—and I don’t mean click
through to your shopping cart. Assist new clients by proving insights
into how to engage with hiring a service such as yours (e.g., how to
hire a cleaner, an architect, or a lawyer). This will speed up their
buying decision as they'll have the information needed to advance
through the buying stages.
06 TheProfile.Company 7 Questions
By providing such content on your profile, you’re making it easy for
them to engage. As soon as they become curious, you want to be
prepared to answer their questions. This can easily be achieved
with your profile.
Does my profile raise awareness
and create prospects?
Not everyone who visits your profile will be a prospect or your
ideal prospect, but that isn’t to say the visit is lost. Turn visitors
into your best referral partner by leaving them inspired to talk
about your subject. By sharing a valuable insight, you’ll be
educating the marketplace and your buyers, helping them make
more­informed choices.
The information you provide will have people starting discussions
or considering something they hadn’t previously. As more people
talk and come to expect this level of service from providers, you’ll
be raising awareness in the marketplace and naturally setting
yourself apart as a leader.  
QUESTION 5
07 TheProfile.Company 7 Questions
Simply by raising awareness, you’ll start to come onto people’s radar. Have
you ever learned of a new car, and then spotted it everywhere after
becoming aware of it? The same is true with your profile. Whereas
previously it was ignored because it was irrelevant to people, now it is high
on their interest list.
Am I easy to refer?
If your name comes up in conversations, how easy are you to
refer? A great profile makes it easier for people to accurately pitch
for you. If your profile relates your unique selling point to a real
problem that a prospect is experiencing, the likelihood of them
pitching well for you increases because your message is
'sticky'. If someone has only had a conversation with you, it can be
hard for them to pass the message along for you and inspire your
prospect to take action and get in touch. 
Having a great LinkedIn profile makes it easier for the referrer to
introduce you and ensures you make a great first impression.
When your profile accurately pitches your business, it becomes a
valuable aid that increases the frequency and quality of
introductions.
LinkedIn profiles have the potential to make a stronger impact than
a website. A profile is personal—visitors see your photo, learn
about you, and begin building a relationship with you, rather than
just your product or service. The trust your contact has in you is
automatically transferred to the prospect, advancing the sales
conversation and setting you apart as a market leader.  
QUESTION 6
08 TheProfile.Company 7 Questions
Does my profile complete 60% of
the buying decision?
In any buying decision there are steps involved. A decision can be
made in an instant or can take a year. Your profile needs to reflect
the natural buying process every prospect goes through when
making a buying decision, including the need to involve other
parties in the decision­making process.
People also like to procrastinate, especially if they don’t
understand the importance and urgency of buying now. Help the
prospect “future­pace” and understand the consequences of not
taking action now. You won’t want to be full on about
it; but layering it into the content is important. 
QUESTION 7
Consider the journey your prospect will go through and the
stages involved, right from first identifying they have a
problem to actively looking for a solution.
10 TheProfile.Company 7 Questions
Providing useful resources that assist in the buying
decision, adds value to your network, further establishing you as the
'go to person in your industry, making you more 'sticky'.
Some prospects visiting your profile may not know they need your
solution, but have been referred by someone who has spotted they
need your solution. Help your prospect out by making sure they know
exactly the problem you solve by being clear. 
7 Questions TheProfile.Company 09
By Naomi Johnson
Buy Now
A great profile is a
Science and an Art
If you understand the importance of a great profile
but are not sure yours is hitting the mark, then
speak to us. We work with sales teams, thought
leaders, CEOs, business owners, and
entrepreneurs to create profiles that leverage the
trust in their network and open doors of
opportunity.
Follow our
Company page
Info@TheProfile.Company
TheProfile.Company
@TheProfileCo
www.TheProfile.Company
+44 (0) 20 3826 8069
£27+VAT
ProfileReview Standard FullPackage
+ Full Written Profile 
+ Track & Measure
+ Company page Set­up
+ Development of Rich
   Content media + More
£497+VAT
£997+VAT
+ Feedback on Profile
+ Recording of session
+ Digital copy of book  
   (RRP £9.99)
+ Full Written Profile 
+ Track and Measure
+ Strategic Support with
   Rich Content Media
Found Out More
TheProfile.Company, Halpern House, 1 Hampshire Terrace, Portsmouth, PO1 2QR
Tel:   +44 (0) 20 3826 8069  Email: Info@TheProfile.Company

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7 Questions to Determine How Effective Your LinkedIn Profile is