LinkedIn Company Pages, or LinkedIn Pages, as they’re now simply called, have been around since the very beginning of LinkedIn, all the way back in 2004; although they’ve changed a lot in the past 20 years, gaining new features, analytics, ways to showcase your brand, and ways for people to engage with you.

Today, there are more than 30 million company pages on LinkedIn (with some estimates going as high as 58 million when you include all organisational pages). Everyone is there — from global giants like Amazon, HSBC, Procter & Gamble, and Siemens, right down to small agencies, solo founders, early-stage start-ups, and everything in between.

There’s a reason for that. LinkedIn has become one of the most important places for businesses to show who they are, what they stand for, and what they do.

When it’s looked after properly, the company page becomes a useful hub where your community can follow your story, learn from your content, and get a sense of the people behind the brand. It can also be a powerful driver of real business outcomes — helping companies attract the right talent, sparking interest from investors, and open doors to new partnerships and deals.

But here’s the funny thing. Even though so many businesses have a company page, a surprising number barely use it.

Over the past few months, I’ve offered free audits to anyone who wanted one, and it’s really opened my eyes to how many people are still unsure about the role of company pages in their overall LinkedIn content strategy.

I have received plenty of enthusiastic replies — people keen to learn, curious about improvements, happy to get a fresh pair of eyes on their Page. But a surprising number came back with the same kind of comments:

  • “We set the page up years ago and haven’t touched it since.”
  • “All the engagement comes from my personal profile anyway.”
  • “No one follows our company page, so what’s the point?”
  • “I wouldn’t even know what to post on it.”
  • “It doesn’t bring in leads, so we don’t bother.”
  • “It’s just another platform to manage.”
  • “Whenever I post there, nothing comes from it.”
  • And so on.

After speaking with them, though, it became clear that most of these responses come from misunderstandings about how company pages actually work and what they’re meant to achieve.

So, in today’s article, I want to break this down properly: why your company page matters, how it actually influences the buying journey, and why ignoring it is costing you more than you realise.

Heads up — it’s going to be a long one, but if you want to finally understand how to get real value out of your company page, it’ll be worth the read.

Personal Profiles vs. LinkedIn Pages — Which Really Performs Better?

Firstly, we have to address the elephant in the room. Yes, personal profiles naturally get more engagement than company pages.

Why? Because LinkedIn, even with all its added features, from company pages to LinkedIn advertising — is still a social platform built for business professionals to connect. That philosophy has been at the heart of LinkedIn since day one, and it’s why the platform will always prioritise individual accounts and personal profiles over company pages.

But that does not mean LinkedIn doesn’t care about the companies using its platform, or that you should ignore your company page, far from it.

LinkedIn continues to invest heavily in company pages, rolling out new tools and features, including the recent Premium Company Pages, to help businesses strengthen their presence and share more meaningful content.

The demand from users is there, too:

Every month, two billion LinkedIn members interact with company pages.

Every week, 40% of all visitors engage with at least one Page organically.

We’re still only scratching the surface of what company pages can achieve. In fact, they’re becoming more important than ever for visibility, credibility, and long-term brand growth.

Why Your LinkedIn Company Page Deserves More Attention Than You Realise

Your Company Page Is a Key Early Touchpoint in the Complex B2B Journey

Ask anyone working in B2B sales, and they’ll tell you the same thing: it has never been harder to win a deal. The numbers back this up. According to recent data from the State of Virtual Selling report:

40% of sales professionals have seen an increase in the number of stakeholders involved in a single deal.

Nearly 25% now sell to five or more decision-makers.

Over half deal with two to four stakeholders in every opportunity.

B2B sales has always been tough going. You’re dealing with smart, cautious buyers who don’t move fast and don’t take risks lightly. But today, it’s even harder. Deals move more slowly, buying committees keep growing, internal politics get in the way, and the path from first contact to “yes” has become more complex than ever.

B2B decisions rarely happen in a single moment. Buyers browse, compare, cross-check, and quietly build a picture of who you are long before they ever speak to a salesperson.

And when they research, they look at everything with a fine-tooth comb — and we mean everything:

  • Every single Page on your website, from case studies, team pages, blog posts, and even your footer links.
  • Your online reviews — Trustpilot, Google Reviews, G2, and anywhere else people talk about you.
  • Your social media presence, reviewing your content and activity, and all the way to the overall impression your brand gives.

They leave no stone unturned. They, quite rightly, want to make the most informed decision possible.

These days, that last point — social media — carries more weight than ever. And in B2B, LinkedIn stands miles ahead of every other platform.

What’s more, LinkedIn has evolved into one of the most influential research touchpoints in the entire B2B buying journey. According to LinkedIn themselves, LinkedIn’s audience has twice the buying power of the average online user, and the platform is home to tens of millions of decision-makers. Depending on which report you read, that number sits somewhere between 61 and 68 million.

All that leads to one simple conclusion: your ideal buyers are already on LinkedIn, so your brand needs to show up there too.

And whether you realise it or not, your company page is often part of that very first impression.

When one of your sales reps sends a connection request or message, the first thing a prospect does is click on their profile to figure out who’s reaching out.

And immediately after that? They click on the company name next to their job title.

In other words, your LinkedIn Company Page becomes one of the very first touchpoints in the entire sales journey. Before the website. Before the case studies. Before the pitch deck.

In a matter of seconds, that Page answers questions like:

  • Does this business look credible?
  • Do they seem active and engaged?
  • Do they know what they’re talking about?
  • Do they look like a company worth giving time to?

If the answer is yes, the buyer moves another step forward. They browse your website, check out your content, and maybe accept the salesperson’s message.

If the answer is no, the journey stalls before it ever really begins.

This is exactly why Company Pages matter so much more than people think. They don’t replace personal profiles. They support them. They reinforce them. They give buyers the confidence that your reps aren’t just acting alone. They’re backed by a credible, competent organisation that knows what they are doing.

When you look at it through this lens, the Company Page suddenly stops being “just another platform to manage” and becomes something far more valuable:

In a buying journey that’s more layered and complex than ever, your Company Page becomes one of those early, unseen checkpoints that quietly influence a prospect’s opinion before a single conversation even begins.

A Strong Company Page Builds Trust and Drives Buying Decisions

The impact of a strong company page goes far beyond just “being present.”

According to the 2024 Edelman x LinkedIn B2B Thought Leadership Impact Report:

73% of decision-makers say thought leadership content — insights, commentary, and expertise — is more trustworthy for assessing a company’s capabilities than traditional marketing or product material.

In other words, the content you publish on LinkedIn can genuinely shape buying decisions.

That’s a huge opportunity. LinkedIn is uniquely positioned for this. It isn’t just another social feed people mindlessly scroll through. It’s the most trusted major social platform, and members are actively open to consuming company content there.

When your company page consistently shares useful, thoughtful content, it’s quietly doing real work in the background: shaping perception, building familiarity, and helping buyers feel confident about you long before anyone books a call.

And this isn’t just theory. A well-known HubSpot analysis of over 5,000 businesses found that LinkedIn traffic converts at 2.74% — almost three times higher than Twitter (0.69%) and Facebook (0.77%).

All of that makes one thing very clear: people come to LinkedIn with intent. And when they land on your Company Page, they’re already forming an opinion within seconds.

An inactive, outdated, or inconsistent Company Page sends a message, just not the one you want. It suggests the business is disconnected, disorganised, or simply not credible enough to invest in its own presence.

But an active page sends a very different message.

If your Company Page is clear, current, and posting regularly, it instantly creates a sense of trust.

It signals:

  • You’re engaged.
  • You’re informed.
  • You’re confident in your expertise.
  • You’re worth paying attention to.

And importantly, the more active your Page is, the faster it grows and a growing page instantly looks more credible, trustworthy, and worth engaging with.

Again, the data backs this up:

In other words: Consistency builds visibility, and visibility builds trust.

The more frequently you show up, the more your audience grows, and the stronger your presence becomes during those crucial research moments in the sales journey.

If your company page is inactive, outdated, or inconsistent, you’re losing influence during the moments that matter most.

If it’s active, clear, and informative, it becomes a powerful asset that supports every stage of the buying process, helping potential buyers learn who you are and ultimately feel more confident choosing you.

The Company Page That Holds Your Brand Together

Of course, personal profiles are incredibly important. When employees and team members post, they unlock benefits that company pages simply can’t achieve on their own.

Their posts put real people front and centre — humanising the brand, showcasing the expertise behind the logo, and demonstrating the knowledge your team brings to the table. They effectively become ambassadors, building trust, attracting talent, and supporting the sales process in a way only real people can.

To put this to the test, we recently gave our entire team a simple challenge: post something on LinkedIn. They could post anything they liked. Tips, insights, personal stories… the only goal was to show up and spark conversations.

StraightIn LinkedIn Personal Profile Posts vs LinkedIn Company Page

Within just two weeks, those authentic, unboosted posts generated 65 booked leads, keeping our sales team very busy. But it wasn’t just about the numbers. The experiment created a ripple effect that no ad campaign could replicate:

  • More profile views.
  • More connection requests.
  • More trust from prospects.
  • More conversations happening naturally.

All from real content, created by real people, and it proved, once again, just how powerful personal profiles can be.

We share the full results of our study and show you exactly how to put this strategy to work for your business.

But here’s the problem: relying solely on personal profiles is a huge risk.

Why? Because as soon as someone is interested in what an employee posts, the very next step is predictable: they click the company name to learn more about the business behind the person.

If they land on a company page that is empty, outdated, or neglected, it instantly weakens credibility.

Imagine clicking onto a company’s LinkedIn Page and seeing:

  • A handful of followers.
  • An incomplete profile.
  • A random mix of old posts.
  • Or worse. no posts at all.

Be honest… would you trust them? Would you feel confident enough to book a demo, reply to their rep, or put them on your shortlist? Probably not.

That niggle of doubt can completely undermine the hard work your employee just did. They may have created a brilliant first impression, but they alone don’t represent the entire company (unless they happen to be the CEO). Your Company Page has to back them up.

One of the core purposes of a Company Page is exactly this: to reinforce your brand and support your team. It’s there to validate the great first impression your people create and to show prospects that there’s a solid, trustworthy organisation behind every individual.

And this is where one of the biggest misconceptions comes in. Posting on your Company Page isn’t about instantly generating leads. Content marketing on its own rarely does that.

What it does do is reinforce your brand. It strengthens everything else you’re doing — your outreach, your conversations, your proposals — so that when someone looks you up, they find a company that is worth their time.

And there’s a second, even bigger issue… What happens if that brilliant salesperson — the one with the strong personal brand, the one whose posts bring in the most inbound interest — decides to leave?

If your entire LinkedIn presence is built around one or two standout personalities, your company becomes incredibly vulnerable. Their audience leaves with them. Their influence leaves with them. And overnight, the momentum you relied on can disappear.

A strong Company Page solves that problem. It creates stability. It gives the business a voice that isn’t dependent on any single employee. It ensures your credibility stays intact, even if people come and go, which they do.

That’s why, at StraightIn, we recommend a balanced approach: post on your Company Page 2–3 times per week and keep your personal profile active with at least one post per week.

Think of it this way: personal profiles open the door, but your Company Page is what persuades people to step inside.

The Overlooked Power of LinkedIn Company Page Analytics

Personal profiles give you limited information. Company Pages, on the other hand, come with a full analytics dashboard that helps you understand:

  • Who’s discovering your brand.
  • Who’s choosing to follow you.
  • Which content actually lands.
  • What messaging strengthens your brand presence.
  • How your visibility changes over time.
  • How you compare against competitors in your space.

LinkedIn Company Page Analytics Dashboard | StraightIn

For marketing and sales teams, this is a huge advantage:

  • You can see which audiences are showing interest long before they reach out.
  • You can shape your content based on real performance, not guesswork.
  • You can spot patterns, topics, and behaviours that inform your wider strategy.

And these insights don’t just help your Company Page — they make everything else stronger:

  • Sales outreach.
  • Paid campaigns.
  • Personal branding efforts.
  • Website messaging.
  • Content planning across every channel.

Because once you know who is paying attention and what they care about, every touchpoint becomes sharper, more relevant, and more effective.

This is why treating a Company Page as “just another platform to manage” is such a mistake. It’s not another platform. It’s your insight engine.

And with LinkedIn Premium Company Pages, that insight becomes even more powerful.

We’ve all wondered it: Who’s actually looking at my business on LinkedIn? With a standard Page, you only see broad demographics. Premium removes the guesswork by showing you weekly insights into exactly which members have visited your Page.

Premium LinkedIn Company Page | Who's Visited Your Page | StraightIn

That kind of visibility is gold. You can identify potential clients, see whether your target audience is tuning in, and even invite those visitors to follow your Page or connect with them directly.

In other words, Company Page analytics don’t just tell you what’s happening. They give you the information you need to take action. This information can shape smarter decisions, guide your content strategy, and help your team focus their efforts where they’ll have the most impact.

The Broader Influence of Company Pages Across Your Entire Digital Footprint

So far, we’ve focused mainly on sales and brand perception, but the value of a strong Company Page goes well beyond generating leads.

1. It strengthens your hiring efforts

Before applying for a role, candidates will almost always check your Company Page. They want to get a feel for:

  • What your company culture is like.
  • Whether your team seems active and engaged.
  • If the business appears stable and forward-thinking.
  • Whether it looks like a place they could grow.

If they land on a page that looks abandoned or out of date, the assumption is simple:

“This company isn’t growing… maybe it’s not somewhere I want to be.”

An active, well-presented Company Page tells a very different story — one of momentum, growth, and a team that cares about how it shows up publicly.

For top talent, especially in competitive markets, that matters more than ever. LinkedIn’s Employer Brand statistics show that 75% of job seekers consider an employer’s brand before even applying.

2. It builds confidence with investors and partners

Investors, board members, and potential partners also carry out their own silent research. Your Company Page is part of that due diligence process.

They look for things like:

  • Consistent activity.
  • Visible leadership.
  • Expertise shared through content.
  • Signs of industry presence and engagement.

An inactive page can suggest a business that isn’t growing or communicating. A strong page signals the opposite:

  • The company is active in its space.
  • Leadership participates in meaningful conversations.
  • The team demonstrates knowledge worth paying attention to.
  • The brand is developing a long-term reputation.

This matters because trust is a deciding factor in investment. Edelman’s Trust Barometer reports that 81% of investors say trust is essential when deciding where to allocate capital.

3. It strengthens your brand everywhere else

A Company Page isn’t just a LinkedIn asset. It becomes a public reference point across your whole digital footprint. Edelman’s research shows that 64% of people rely on search engines and online sources to evaluate a company’s credibility.

That means your Company Page quietly shapes how you’re perceived by:

  • Journalists researching your business.
  • Conference organisers evaluating potential speakers.
  • Prospects comparing you with competitors.
  • Candidates weighing up job offers.
  • Partners deciding whether to work with you or not.

A strong LinkedIn presence reinforces your reputation across every one of these touchpoints, including the ones you never see.

Why Your LinkedIn Company Page Deserves More Attention Than You Think

For a long time, Company Pages have been treated as optional; something to set up once and forget. But today, that couldn’t be further from the truth.

Your LinkedIn Company Page is often the first place buyers, candidates, partners, and investors go to understand who you are. And in a B2B world where decisions are slower, research is deeper, and trust is harder to earn, that early impression carries serious weight.

A strong Company Page doesn’t need viral posts or a huge following. It simply needs to be active, consistent, and genuinely useful.

When it is, it becomes a quiet but influential asset: supporting your sales team, strengthening your brand, building confidence, and keeping your business looking credible no matter who joins or leaves.

So, show up. Post regularly. Share what your business stands for. The only question is: what will they find when they land on your Page?

At StraightIn, we specialise in helping businesses get more from LinkedIn through Outreach Marketing, Content Marketing, LinkedIn Advertising, and Personal Branding. If you’re ready to strengthen your presence and turn your Company Page into a real business asset, we’d love to help.

Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.