For most B2B founders, LinkedIn is the real homepage

If you sell services to businesses, count where your last twenty enquiries came from. For most founders in Germany and Canada, more people looked at the LinkedIn profile than the website — and yet the site gets a redesign every three years while the profile still reads like a job application.

A CV looks backwards, a homepage looks forward

A CV answers "what have I done". A buyer is asking "can this person solve my problem". The same facts have to be re-pointed. "Ten years in e-commerce development" becomes "I rebuild stores that outgrew their template — usually WooCommerce, usually because checkout is slow and VAT is a mess".

The four things that carry the weight

1. The headline. This travels with every comment and every search result. Not your job title — what you do, for whom. You have roughly 220 characters; the first 60 matter most because that is what shows on mobile.
2. The photo. Face large in the frame, plain background, eyes to camera. It appears at 48 pixels far more often than at full size, so test it small.
3. The banner. Free advertising space that most people leave as the default gradient. One line of positioning and your domain is enough.
4. The About section. First two lines before the "see more" cut are the only guaranteed read. Put the specific promise there and the story afterwards.

Featured, not forgotten

The Featured section is the one place you can put an actual link that does not get suppressed. Point it at the single page that best converts — a service page, a case study, a booking link. Not the homepage.

Write like a person, in one language

If you work bilingually, pick the language your buyers use and commit. A profile that switches between English and German mid-paragraph reads as unfinished. LinkedIn does support a second profile language properly — use that feature rather than mixing.

The unglamorous part

A profile does nothing on its own. It converts attention that something else created — a post, a comment, an introduction, a talk. The profile's job is to not lose that attention. Judge it by that standard, not by how impressive it reads.