Most of the small business owners we chat with know LinkedIn is “something they should be doing.”
Some post now and again. Others accept every connection that comes through.
But very few are using LinkedIn and their website together in a way that actually creates leads.
That’s where the opportunity is.
Because these two tools — your LinkedIn profile and your website — are part of the same customer journey.
LinkedIn is the intro. Your website is the next step.
Often, someone finds you on LinkedIn first. Maybe it’s a post you shared. A comment you left. A mutual connection. They click through to your profile. That’s the moment where you either build trust or bounce.
A good profile shows:
- You’re active
- You’ve got real-world experience
- People engage with your content
- You’re connected in your industry
Your website might be the polished version of what you do. But LinkedIn is where they see the human behind the business.
What does a good LinkedIn profile look like? Make sure your profile includes:
A clear headline (not just your job title) A banner image that matches your brand A story-style About section A regular mix of content (doesn’t have to be daily) A network that includes potential clients and referral partners
Then, most importantly, give people a reason to click through to your website.
Your website should link back to LinkedIn too
Say someone finds your business on Google. They’re interested. They poke around your homepage and services. But they’re not ready to reach out just yet.What do they do?
They Google you. And chances are, your LinkedIn profile shows up before your About page does. That’s why we always recommend linking back to your profile in your: About page; Blog articles; Site footer and “Meet the Team” sections
It adds trust, connection, and social proof in seconds.
Here’s how they can work in a loop:
Write a LinkedIn post → Link to a case study or landing page on your site
Add a “Work With Me” button on your profile → Send people to a specific page
Link to LinkedIn in blog posts → Keep the conversation going
Add LinkedIn testimonials or screenshots to your website
Build your community on LinkedIn → Then invite them to explore your site
Why this matters for small NZ businesses
Most websites sound fine. But they’re missing something: social context.
No voice. No vibe. No people. LinkedIn brings that back in. A simple line like “Follow us on LinkedIn to see what we’re working on” does more than a stock image ever will.
Ready to connect the dots?
At Web8, we help small businesses build digital systems that work without the fluff.
Whether you’re a tradie with a solid story or a consultant ready to grow — we’ll show you how to make your website and LinkedIn feed each other properly.
No tricks. No jargon. Just simple stuff that works.
Want to see it in action?
Come along to our free session with LinkedIn pro Gunnar Habitz — or flick us a message.
