LinkedIn Personal Profile vs Business Page: What to post and how to use them
If you run a small business, you might have wondered whether you should be posting on your personal LinkedIn profile, your business page, or both.
The short answer? Both can be useful, but they have different jobs.
Understanding the difference between a LinkedIn personal profile vs business page can help you decide what to post, where to post it, and how to make LinkedIn work harder for your business without feeling like you're constantly creating content.
For small business owners, your personal profile can be particularly valuable because people want to connect with people, not just logos. Your business page then gives your company a professional presence and a place for people to find out more about what you offer.
LinkedIn Personal Profile vs Business Page: What's the difference?
Your personal LinkedIn profile represents you. It's where you share your experience, knowledge, opinions and the things you're working on.
Your business page represents your business. It provides information about your services, company updates and what your business does.
Think of it this way:
Your personal profile = the person behind the business.
Your business page = the business itself.
For a small business, these two can work together rather than competing with each other.
What should you post on your personal LinkedIn profile?
Your personal profile is the place to be more human.
You don't need to turn every post into a sales pitch. In fact, sharing useful information, experiences and insights can often create stronger connections than constantly promoting your services.
You could share:
Lessons you've learned from running your business
Behind-the-scenes photos or updates
Projects you're currently working on
Before-and-after website transformations
Tips related to your industry
Common mistakes you see clients making
Your thoughts on trends within your industry
Interesting things you've learned recently
Client wins and project milestones
Networking events you've attended
A personal story that relates to your business
Questions that encourage people to share their experiences
For example, instead of simply posting:
"New website completed for a client. Get in touch if you need a website."
You could explain a little more about the project:
"One of the biggest improvements we made to this website was simplifying the navigation. The original menu had too many options, which made it harder for visitors to find what they needed. Sometimes, improving a website isn't about adding more. It's about taking things away. Here's a look at the before and after..."
That gives people something useful to read while also demonstrating your expertise.
What should you post on your LinkedIn business page?
Your business page should be more focused on your company and what you offer.
This is a good place for:
Company updates
New services
Completed projects
Blog posts
Website launches
Client testimonials
Case studies
Helpful business tips
Company news
Events or announcements
Your latest work
Relevant industry updates
You can still give your business personality, but the content should generally relate back to your company.
Your business page also acts as an important part of your online presence. When someone searches for your business, they may check your website, social media profiles and LinkedIn page before deciding whether to contact you.
Should you post the same content on both?
You can - but you don't necessarily want to copy and paste exactly the same post every time.
Instead, think about how you can repurpose the same idea.
For example, if you've completed a website redesign, your personal profile could focus on the process:
"I've just finished a website redesign, and one thing this project reminded me of is how important mobile design is..."
Your business page could then share the finished project:
"Another website project completed by Mawer Design. This redesign focused on improving navigation, mobile usability and the overall customer journey."
Same project, different perspective.
This also means you aren't having to come up with completely separate content for every platform.
Why your personal profile matters for your business
For many small businesses, your personal profile can be one of the most powerful parts of your LinkedIn presence.
People buy from businesses, but they often connect with the person behind the business first.
Your personal profile allows potential clients, collaborators and other business owners to get a sense of who you are, what you know and how you work.
It can also make networking much more natural.
Rather than saying:
"I build websites. Here's my business."
You can start conversations around things you're genuinely interested in.
Share something you've learned. Ask a question. Comment on someone else's post. Talk about a project you're proud of.
Over time, these small interactions can help people remember who you are and what you do.
How often should you post?
There isn't a magic number that every business needs to hit.
Consistency is more important than trying to post every single day and running out of ideas two weeks later.
A realistic starting point might be:
Personal profile: 2-3 posts per week
Business page: 1-2 posts per week
But don't worry if you can't manage that every week. The important thing is to create content that is useful, relevant and genuinely sounds like you.
And remember that commenting counts too. Spending 10-15 minutes engaging with other people's posts can be just as valuable for building relationships as publishing your own content.
A simple LinkedIn content plan
If you're staring at a blank LinkedIn post wondering what on earth to write, try using a few simple content categories.
Educate: Share a tip, answer a common question or explain something your audience might not understand.
Show: Share your latest project, a before-and-after or something happening behind the scenes.
Tell: Share a story, lesson or experience from running your business.
Connect: Ask a question, start a conversation or share something your audience can relate to.
Promote: Talk about your services, availability, offers or how people can work with you.
A good LinkedIn strategy doesn't need every post to sell something. Instead, your content should gradually build trust, awareness and credibility.
Then, when someone does need the service you provide, you're more likely to be the person they think of.
Don't forget your LinkedIn profiles themselves
Before worrying too much about what you're posting, make sure both your personal profile and business page are up to date.
Your personal profile should clearly explain:
Who you are
What you do
Who you help
Where you work
How people can contact you
Your business page should clearly communicate:
What your business does
Your main services
Who you work with
Your website
Your location or service area
A professional logo and cover image
Think of your profiles as landing pages. If someone enjoys one of your posts and clicks through to your profile, you want them to immediately understand what you do.
So, which LinkedIn account should you focus on?
If you're a small business owner and you only have limited time, I'd prioritise your personal profile.
That doesn't mean abandoning your business page. Keep it updated and use it as your professional company presence, but put more of your personality and expertise into your personal content.
The best approach is often:
Personal profile → build relationships and trust
Business page → showcase your business and services
Website → provide the detail and convert visitors into enquiries
When these three work together, LinkedIn becomes much more than somewhere to post occasional business updates.
It becomes another way for potential clients to discover you, get to know your business and eventually take the next step.
Ready to make more of your online presence?
Whether you're struggling to know what to post on LinkedIn, your website needs a refresh, or your social media presence needs a little more consistency, you don't have to figure it all out yourself.
At Mawer Design, we help small businesses create professional websites and build an online presence that actually reflects the people behind the business.
Want to make your website and online presence work harder for your business? Get in touch with Mawer Design to chat about how I can help.
