Hey, I’m Charlotte Ellis Maldari, founder of Kaffeen. If you’ve ever looked at your LinkedIn profile and wondered, “Does this even sound like me anymore?”—you’re not alone. Today, I’m breaking down what a strong, client-attracting LinkedIn profile actually looks like, and what to do if you want to fix yours quickly (without having to DIY the whole thing).

Why Your LinkedIn Profile Matters More Than You Think

Let’s be honest: most LinkedIn profiles were written in a rush, or during a career pivot that you haven’t quite explained properly. Now, if you’re running your own business—whether you’re freelance, have your own agency, consulting, or coaching practice—you’re selling your services, not applying for jobs. In that case, your LinkedIn profile probably isn’t doing you any favours.

Your profile is the first impression you control. If someone hears your name, sees your content, or gets referred to you, they’re checking you out on LinkedIn. It doesn’t matter if your main marketing platform is Instagram, TikTok, Dribbble, YouTube, or a professional association directory—LinkedIn is the world’s biggest professional networking site, and it dominates when people are checking references and deciding if you’re the right fit.

So, when someone lands on your LinkedIn profile, do they get it? Do they understand what you offer, who you help, and why you’re the right person for them? If your profile is vague, outdated, or focused on your past employment rather than your current positioning, it creates friction. It weakens referrals and turns away potential clients—often without you ever knowing.

The Minimum LinkedIn Profile Lift

So many people ignore LinkedIn, thinking it’s not an important channel. They focus on perfecting other platforms, but if someone cross-references them on LinkedIn, their profile doesn’t match up. You don’t have to be posting content or doing outreach, but your profile should be tight and compatible with what you’re actually doing. That’s the minimum lift you need to make sure your profile isn’t actively turning people away.

What Does a Good LinkedIn Profile Actually Do?

A strong LinkedIn profile isn’t long, keyword-stuffed, or trying to impress everyone. In fact, it shouldn’t be. It’s all about clarity and connection.

Here are four key areas to focus on:

1. A Headline That Positions You Clearly

Your headline (the line below your name) is prime real estate. Most people just put their job title or company, but that’s a wasted opportunity. Instead, use your headline to answer: What do you help people achieve, and who is it for? Make it clear who you help and how, so the right people know you’re for them.

2. An About Section That Feels Human, Not Corporate

This is your chance to make someone say, “Yes, this is what I need. This is my person.” Speak to your ideal client’s pain points, show empathy, give proof you can help, and maybe tell a short story. End with how to get in touch. Let your personality shine through so people get a sense of what it’s like to work with you.

3. Experience That’s Buyer-Facing, Not Job-Facing

If you run your own business, your experience section should talk about your services, clients, and results—not your job duties. You’re not trying to get hired; you’re showing how people can work with you. Update this section to match the tone and persuasion you’d use on your website.

4. Visuals and Links That Back You Up

There’s a section where you can add assets—URLs, PDFs, and other content—which appear as thumbnails on your profile. This breaks up the text and gives proof of your expertise. Add banner images, featured links, testimonials, PDFs, podcasts, free trainings, lead magnets, booking links, or blogs. Choose what’s most relevant and make your profile look active and in demand.

Don’t Want to DIY? Here’s an Option

If you know your LinkedIn profile needs work but you’re not sure where to start, that’s exactly why we created the LinkedIn Profile Power Up. It’s a done-for-you expert review where I personally go through your profile and create a seven-page optimisation report with specific changes to make. Sometimes, we even include done-for-you copy you can drop straight in, plus a personalised Loom walkthrough video so you know exactly what to do. You’ll have everything—strategy, language, examples, tone—within seven days. It’s perfect if you want your LinkedIn to start doing the heavy lifting for your outreach, referrals, and positioning, but don’t want to guess your way through it.

Your LinkedIn Profile Is Too Valuable to Ignore

Whether you want to DIY or work with someone like me, your LinkedIn profile is too valuable to ignore. It’s often the difference between someone reaching out or moving on. If your profile doesn’t reflect the clarity, quality, and authority of your actual work, now is the time to fix that.

**Ready to learn more? [Listen to the full episode on Buzzsprout.](#)**

Thanks for reading, and see you next time!