Perhaps one of the biggest mistakes we see B2B businesses make is how they approach their LinkedIn Company Pages, particularly as part of a broader content marketing and LinkedIn strategy.

On paper, most businesses understand that LinkedIn matters. They invest time in outreach, experiment with ads, and encourage employees to sign up. But the Company Page itself is often left out of that thinking. It exists, but it isn’t treated as a strategic part of the system.

When we audit LinkedIn Company Pages—both for existing and prospective clients—the same issues keep appearing. Pages aren’t fully optimised, with key sections left incomplete or outdated. Posting is infrequent or inconsistent. Some Pages have never posted at all. Others haven’t shared anything in months. Many show a brief burst of activity, followed by long periods of silence during which nothing happens.

This isn’t usually the result of a deliberate decision. More often, it’s a sign that the Company Page has slipped down the priority list. It doesn’t feel urgent. It doesn’t feel critical. And because its impact is less immediate than outreach or advertising, it’s easy to push it aside.

Even when content is published, it’s often narrowly focused on the business itself. Company news, announcements, or promotional updates dominate the feed, with very little consideration given to what the audience might actually find useful, relevant, or worth engaging with.

In content marketing terms, the Page becomes a one-way broadcast rather than a channel designed to build familiarity, trust, and understanding over time.

One of the core reasons LinkedIn Company Pages are neglected is that they’re rarely viewed as foundational. Instead, they’re often seen as:

  • A broadcast channel for company news
  • A supporting asset rather than a core one
  • Something to “keep ticking over” rather than actively manage

When the Page is framed this way, deprioritisation becomes almost inevitable. If it isn’t expected to directly generate leads or conversions, it struggles to compete with activities that feel more tangible or easier to measure. Outreach, ads, and short-term campaigns naturally take precedence, while the Company Page is treated as something to revisit later.

But this framing misses the point entirely.

LinkedIn Company Pages don’t exist to drive immediate action on their own. Their value lies in how they support everything else you do on LinkedIn. They provide context around the business, reinforce credibility, and create consistency across lead generation, LinkedIn advertising, and the rest of your LinkedIn activity.

How LinkedIn Outreach really works behind the scenes

The above becomes especially clear when you look at how LinkedIn outreach actually works in practice.

When someone receives a LinkedIn message, their first reaction is rarely to reply straight away. More often, they pause and try to understand who exactly the message is coming from. They click through to the sender’s profile, scan recent activity, and then look at the Company Page behind that person.

That step matters more than many businesses realise.

The Company Page is where prospects sense-check the business. They’re not looking for a hard sell or a perfectly polished feed. They’re looking for reassurance.

  • Is this a real company?
  • Does it look active?
  • Does it appear to understand its market?
  • Does what I’m seeing match the message I’ve just received?

And ultimately, one question sits beneath it all: Is this worth my time?

If the Page is inactive, poorly maintained, or filled only with promotional posts, that reassurance is missing. The outreach message may be well-targeted and relevant, but without anything to back it up, uncertainty creeps in.

In most cases, the message isn’t rejected outright. It’s simply ignored.

When the Company Page is active and clearly positioned, it supports outreach in a very different way. It reinforces the message, provides context around what the business does, and makes the interaction feel more credible. Even if someone doesn’t respond immediately, the Page helps keep the door open rather than quietly closing it.

The same dynamic applies to LinkedIn advertising.

Ads don’t exist in isolation. When someone sees a LinkedIn ad that catches their attention, one of the most common next steps is to click through to the Company Page. Again, this isn’t about converting on the spot. It’s about validation.

Prospects use the Company Page to judge whether the business behind the ad feels legitimate and relevant. They look for signs of activity, a clear sense of what the company does, and consistency with what the ad promised.

If the Page feels neglected or disconnected from the ad creative, confidence drops quickly. The ad may have done its job by generating interest, but the Page fails to support it.

A well-maintained Company Page, on the other hand, acts as a continuation of the ad experience. It reassures prospects that the business is active, credible, and that what they’re seeing on the Page supports the message that caught their attention in the first place. That consistency makes it easier for ads to do their job without having to overcome unnecessary doubt.

This pattern repeats across almost every LinkedIn interaction. Personal profiles, outreach messages, and ads all create moments of attention. The Company Page is where that attention often lands next.

When the Page is neglected, every other activity on LinkedIn has to work harder to earn trust. When it’s properly looked after, it quietly strengthens everything else you do on the platform and becomes one of the most valuable supporting assets a B2B business can have.

Why the LinkedIn Company Page is quietly doing more work than you think

By this point, a clear pattern starts to emerge.

LinkedIn Company Pages don’t fail because businesses don’t care about LinkedIn. They fail because they’re misunderstood. Too often, they’re treated as optional, secondary, or something to tidy up later, rather than a core part of how LinkedIn actually works. But in practice, the Company Page sits behind almost every meaningful interaction on the platform.

It’s where LinkedIn outreach is quietly validated. It’s where ads are sense-checked. It’s where personal profiles are backed up with context and credibility. And in many cases, it’s the difference between interest continuing or quietly stalling.

When the Page is neglected, everything else has to compensate. Outreach feels colder than it needs to. Ads have to work harder to overcome doubt. Personal profiles carry more pressure to explain the business on their own. None of this breaks the system outright, but it adds friction at every step.

When the Company Page is properly maintained, the opposite happens. It removes uncertainty, reinforces trust, and supports decision-making without demanding attention. It doesn’t shout. It simply does its job in the background.

As Joseph Brown, our Copywriting Lead here at StraightIn, puts it:


“A good way to look at it is like walking into a new pub for the first time. You’re not planning a big night; you just want a quick after-work pint. But when you walk in, it’s empty, the barmaid looks like she’d rather be anywhere else, and the only options on tap are two pretty grim beers — let’s say Carling and Fosters. If you’re brave, you might walk straight back out and go somewhere else. But if you’re anything like me — someone who’s a bit too polite to offend anyone — you’ll stay for one, suffer through it, and then head to the Old Nags Head to wash it down with a proper Guinness. Either way, you’re very unlikely to come back.


It may be a bit of a long-winded analogy, but the point is simple: a LinkedIn Company Page creates a first impression that quietly shapes whether people stick around or take their interest elsewhere.”

That’s what makes the Company Page so important. It’s not there to close deals or generate instant conversions. It’s there to make everything else you do on LinkedIn land more effectively.

In B2B, where trust is built slowly and decisions are rarely linear, those supporting signals matter. And when they’re missing, opportunities don’t disappear loudly. They just don’t move forward.

This is why the LinkedIn Company Page shouldn’t be treated as an afterthought. It’s not a noticeboard. It’s not a box to tick. It’s a foundational part of your LinkedIn presence, and when it’s neglected, the cost is far higher than most businesses realise.

How to Turn a Neglected LinkedIn Page into a Growth Channel

If any of the above feels familiar, the good news is that this is fixable. It doesn’t require a complete overhaul or huge amounts of resources, but it does require treating the Company Page with a bit more intention.

1. Start With an Audit

Before posting anything new, take an honest look at what’s already there.

View your Company Page as if you were a prospect seeing it for the first time. Are the key sections complete? Is the description clear, current, and specific, or does it rely on vague statements that don’t really explain who you help and how? Are there obvious gaps or outdated information?

When someone lands on the Page, they should be able to quickly understand what the business does and who it’s for without having to dig.

2. Make Sure the Page Is Properly Optimised

Once you’ve audited the Page, fix the basics.

That includes the headline, description, imagery, and any other sections that help give context. None of this needs to be over-engineered, but it does need to be intentional. The goal is to make it immediately understandable and relevant, rather than trying to be clever with the wording.

An optimised Page supports everything else you do on LinkedIn by making it easier for people to trust what they’re seeing.

3. Get Clear on Who the Page Is Actually For

One of the most common mistakes with Company Page content is starting from the business rather than the audience.

Break down your ideal customer profile (ICP) and put yourself in your ideal customer’s position.

  • What do they care about?
  • What challenges are they dealing with day to day?
  • What questions are they trying to answer?
  • What pressures do they face internally?
  • What content might they find interesting and helpful?

When someone visits your Page, they should quickly feel like the content speaks to their world, not just your offering.

4. Build a Content Strategy Around Relevance

With your audience in mind, you can start to shape a content strategy that supports your wider LinkedIn activity.

Written text posts are fine, but on LinkedIn Company Pages, they often struggle on their own. Posts that include images tend to perform better because they stop people as they scroll and make information easier to digest. Visual formats also help break down ideas without relying on long blocks of copy.

Video can be particularly effective, especially when it’s straightforward and authentic rather than overly polished.

It’s worth diversifying your content to keep things engaging, but the formats you use should be driven by the time, skills, and resources you actually have. If creating consistent content in-house isn’t possible, it may make more sense to hand it over to a specialist LinkedIn marketing agency rather than trying to squeeze it in around everything else.

5. Commit to a Consistent Publishing Cadence

Consistency matters far more than volume.

For most B2B Company Pages, posting two to three times a week is a solid benchmark. Even once a week can be effective. LinkedIn itself has reported that Pages that post weekly see up to 5x more followers than those that don’t post at all.

A reliable cadence builds familiarity over time and reinforces the sense that the business is active and engaged.

6. Use Employee Engagement to Extend Reach

LinkedIn Company Pages don’t operate in isolation.

Encouraging employees to engage with Page posts helps increase reach and visibility and adds a human layer to the content. This doesn’t need to be forced or scripted. Simple, genuine interaction goes a long way in reinforcing credibility.

7. Engage With Comments and Keep Conversations Going

If people take the time to comment, respond.

Thoughtful replies show that the Page is active and worth engaging with. They also encourage people to return and continue the conversation, which strengthens the impression that the business is paying attention.

8. Review and Refine Regularly

Every couple of weeks, step back and review what’s working.

This doesn’t need to be a deep dive. A quick look at which posts gained traction, which formats performed better, and which topics resonated is usually enough to start refining your approach.

The aim isn’t perfection, at least at first. It’s momentum.

When a Company Page is treated as actively maintained rather than set up and forgotten, it stops sitting idle and becomes a genuine growth channel, supporting and strengthening every other LinkedIn activity.

If you want to dig into this further, these articles explore different parts of the same problem in more detail:

  • The 8 LinkedIn Company Page Mistakes You Need to Fix Fast
  • How Personal Profiles & Company Pages Work Together to Support B2B Sales on LinkedIn
  • How LinkedIn Pages Actually Work and What They Can (and Can’t) Do

Why the Company Page Matters to Outreach, Advertising, and Everything Else on LinkedIn

You shouldn’t treat the LinkedIn Company Page as if it’s optional. It is a strategic mistake. The fact of the matter is, neglect doesn’t show up as a sudden failure or a clear problem to fix. It shows up more quietly, through hesitation, reduced confidence, and momentum that never quite builds.

Outreach feels colder than it needs to. Ads have to work harder to earn trust. Brand awareness struggles to compound because there’s nothing consistently reinforcing it in the background.

The issue isn’t how often you post or whether every update performs well. It’s whether the Company Page is treated as part of the core LinkedIn system or something to tidy up later. When it’s properly looked after, it doesn’t try to convert on its own. Instead, it provides context, reinforces credibility, and supports every other LinkedIn activity over time.

When it’s ignored, opportunities don’t disappear dramatically. They just don’t move forward.

That’s why the Company Page shouldn’t be seen as a noticeboard or a box to tick. It’s a foundational part of your LinkedIn presence, and when it’s given the attention it deserves, it becomes a genuine growth channel rather than a missed one.

At StraightIn, we work with B2B teams who know LinkedIn matters but want it to work as a joined-up system, not a collection of disconnected tactics.

If you want an honest view of how your Company Page is really landing with prospects — and what it could be doing to better support outreach, advertising, and brand growth — we’re happy to take a look.

You can get in touch with StraightIn on 0161 518 4740, or email grow@straight-in.co.uk to start a conversation.