Hi Reader!
Do you have a brutally honest 12-year-old in your life?
Maybe you should.
My daughter has been helping me gather information from contacts’ websites and LinkedIn profiles so we can organize everything into a spreadsheet. She has not yet mastered the art of being a silent office mate, so I hear the full commentary while she works 🤣
Sometimes it is positive.
“Oh, interesting.”
“Nice. Easy. They had everything.”
And sometimes it is much more direct.
“Bruh, why don’t you have an About section?”
“Do you even have a website, bruh?”
“Lame title, bruh.”
Naturally, those are the moments when I look over to see what she is seeing.
And honestly? She is usually right.
Incomplete LinkedIn profiles. No banner image. Bare-minimum headlines. No About section. No website listed. Contact info missing. Websites that do not load. Profiles that give me no clear way to understand what the person does, who they serve, or who I could confidently refer to them.
When that happens, we skip them.
Not because they aren't valuable connections or that they aren't good at what they do. But because I cannot confidently send someone their way if I cannot quickly understand their work, verify their online presence, and find the right place to learn more.
This is basic visibility work, but it matters more than many professionals realize.
For most professionals, LinkedIn is no longer optional. It may be the first result that appears when someone searches your name, especially if they search your name plus a phrase like “financial advisor,” “CFP,” “CPA,” “estate planning attorney,” or “business coach.”
That means your LinkedIn profile may be your first impression before your website ever gets the chance.
3 Ways To Use LinkedIn to Make Your Business Easier To Recommend
If you want referral partners, podcast hosts, prospects, colleagues, or connectors to send people your way, make it easy for them.
Here are three places to start:
1. Make The Top Of Your Profile Immediately Clear
Your banner, headline, profile photo, and first few lines should help someone understand who you are and why they should keep reading.
Here's how:
- Upload a professional banner image that reflects your business, niche, or positioning.
- Use a clear headshot that looks current and approachable.
- Write a headline that says more than your title.
- Include who you serve and what you help them with.
- Read it like a stranger (or have your kid) and ask, “Would I understand this in five seconds?”
A title like “Founder” or “Financial Advisor” is not enough on its own. People need context (ahem, niche info) before they can confidently remember you, refer you, or click through.
2. Complete Your About Section Like Someone Is Actually Reading It
Your About section should not contain your life story or a bunch of emoji lists like a Youtube description. It should emphasize your niche, your unique perspective/qualities, and tell readers how to know when to call you.
Do this:
- Open with who you help and what problem you solve.
- Explain your specialty, niche, or point of view.
- Add a few proof points, such as credentials, experience, podcast, book, speaking, or media.
- Include a simple note about who should reach out.
- End with where to go next.
If you are not sure what to write, ask ChatGPT to help you turn your website bio, service page, or podcast description into a polished LinkedIn About section. There is no reason this should be blank.
3. Add Your Website, Podcast, YouTube Channel, And Best Next Step
This one feels obvious, but it is one of the most common gaps. No links listed? No business (meaning we literally think you don't have a business AND we have no business to refer to someone with no links. 😮💨 I said what I said.)
Get it fixed:
- Open your LinkedIn profile.
- Click to edit your contact information.
- Add your business website.
- Add your podcast, YouTube channel, newsletter, or key resource if relevant.
- Check the links from another browser or incognito window to make sure they actually work.
If you have a podcast and it is not linked on your LinkedIn profile, you are making people work too hard.
If you have a website and it is not listed, you are creating unnecessary friction.
If you want people to do business with you, refer to you, interview you, or recommend your resources, they need a clear path.
New Episode: Rapid-Response Podcasting For Market Volatility
This week's episode on Podcasting for Financial Professionals is about knowing when to step outside your regular content plan and publish a short, timely update that helps your audience process what is happening.
|
|
Most of your podcast should be planned, strategic, and evergreen. But occasionally, a rapid-response episode can be exactly what your clients, prospects, and referral partners need.
|
When people feel nervous, a rambling 45-minute episode isn't helpful. Ain't nobody got time for that!
They need a calm, focused message that reminds them how to think, what not to overreact to, and what principles should guide the next decision.
A rapid-response episode can help you:
- Reassure clients during uncertain moments
- Give referral partners something useful to share
- Show prospects how you communicate under pressure
- Address timely issues without derailing your entire content calendar
- Turn your podcast into a trust-building channel when people need steadiness most
This is not about chasing the news cycle, but rather, It is about being prepared to lead when your audience is already paying attention.
🎧 Prefer Spotify? Watch Rapid Response Podcasting: How Advisors Can Calm Clients During Market Volatility here.
The Real Question: Can People Trust You At A Glance?
The thread this week is simple.
Whether someone lands on your LinkedIn profile, clicks through to your website, watches your YouTube channel, or listens to your podcast during a volatile market moment, they are asking a variation of the same question:
Can I trust this person?
A complete LinkedIn profile helps people understand who you are.
A working website gives them a place to learn more.
A strong podcast shows them how you think.
A timely rapid-response episode shows them how you lead when the moment calls for steadiness.
None of this needs to be complicated or take a lot of time to complete. It just needs to be intentional.
Your online presence should not make people hunt for basic information. It should help the right people quickly understand what you do, who you serve, and why they should keep moving closer.
And if a brutally honest 12-year-old would look at your profile and say, “Bruh, what do you even do?” then it may be time for an update.