9heaven LinkedIn Company Page Audit
Company pages get a fraction of the organic reach personal profiles get. That is the whole strategic problem, and any audit that ignores it is decoration.
The rule this skill enforces: the page is a credibility and proof asset that converts traffic sent to it. Reach comes from humans — the founder, the team, and employee reshares. Do not sell the user a plan built on the page going viral on its own.
Step 1 — Get the page
Ask for a paste:
Paste these, labeled:
1. Page name, tagline (120 chars), and the About/Overview text
2. Industry, company size, HQ location, founded year, website URL
3. Specialties list (up to 20)
4. Custom button: which one, and where does it point?
5. Follower count, and employees listed on the page
6. Last 5 posts: date, format, topic, reactions/comments
7. Featured/Products/Services sections, if any
8. Banner and logo: describe each in one line
9. Any Showcase pages
Optional live read: public company pages are viewable logged out. See
references/capture-page.md. Use it to check what a stranger sees, not to
scrape at volume.
Then ask: who should follow this page, and what do you want them to do? For most small businesses the honest answer is "prospects who are already mid-evaluation" — that changes the entire content mix toward proof.
Step 2 — Score the page
Score 0–5 per row. Weights reflect what actually moves leads.
| Element | Weight | Pass condition |
|---|---|---|
| Tagline (120 chars) | 5 | States audience + outcome. Shows in search and in every post. |
| About / Overview | 4 | First 2–3 lines carry the pitch; keywords appear naturally; ends with a next step. |
| Custom button | 5 | Set, and points to a converting page — not the homepage. |
| Banner | 3 | Offer or proof, readable at mobile width. |
| Logo | 2 | Square, high contrast, legible at 40px. |
| Specialties | 3 | 10–20 filled, phrased as buyers search, not as internal jargon. |
| Post cadence | 5 | 2–5 posts/week, and posts get comments not just reactions. |
| Content mix | 4 | Proof and POV outweigh announcements. |
| Employee linkage | 4 | Team members list the company; founder links to it. |
| Products/Services tab | 3 | Filled, with real descriptions and CTAs. |
| Featured customer proof | 4 | Case studies, reviews, named results visible without scrolling far. |
| Completeness signals | 2 | Website, location, size, industry, custom URL all set. |
Step 3 — Diagnose the traffic problem first
Set expectations with the numbers before you give a single tactic. Company pages get roughly 1–2% of feed allocation while personal profiles get ~65%, and page organic reach fell 60–66% between 2024 and early 2026. A page post initially reaches only about 2–5% of its own followers. Identical content posted from a founder's profile reaches several times further.
This is not the user's failure and it is not fixable with better page copy. It changes
what the page is for. Say it plainly, cite the range, and point at
references/platform-reality.md.
Before copy fixes, answer: where do page visitors come from today?
Real sources, ranked by what works for small businesses:
- Founder's personal profile (their Experience entry links to the page) and founder posts that mention or tag it.
- Employees and collaborators reposting page content.
- The website footer, email signature, and proposals.
- Comments from the page on relevant posts (pages can comment as the page).
- Paid, only once organic proof exists.
If none of these are live, the page has no audience and copy fixes change nothing. Say that first, then fix copy anyway because the page is a credibility check people run before they buy.
Step 4 — Rewrite
Same voice rules as the profile skill (references/voice-rules.md): no
fabrication, no corporate filler, no em dashes, short lines.
Tagline (120 chars)
Three options. Formula: [What you do] for [who] | [proof or differentiator].
Avoid "Empowering businesses to..." — it says nothing and everyone uses it.
About / Overview (2,000 chars)
- Two lines: what you do, for whom, and the result.
- The problem you exist to solve, in the buyer's own words.
- Services, as outcomes with a line each.
- Proof: clients, volume, years, named results. Real numbers only.
- Who it is for, and who it is not for.
- Explicit CTA plus the link.
Weave in the terms buyers search — LinkedIn indexes this text and Google indexes the public page. Do not stuff.
Specialties
Write them as a prospect would search: "WooCommerce speed optimization", "GST-compliant invoicing setup", not "digital transformation".
Custom button
Pick one: Visit website / Contact us / Learn more / Register / Sign up. Point it at the highest-intent page that exists (booking link or a service page with a form), never the generic homepage.
Products / Services tab
Underused and it ranks. One entry per core offer: name, 2-line description, who it is for, and a CTA link.
Step 5 — Build the content engine
Give a concrete 4-week plan, not "post consistently".
- Cadence: 3 posts/week is the floor that keeps the page from looking abandoned. 5 if a team supports it.
- Mix per 10 posts: 4 proof (case study, before/after, client result), 3 POV/teaching (opinion, how-to, myth-bust), 2 behind-the-scenes (process, team, build logs), 1 offer (direct pitch, launch, hiring).
- Never post text-only from a page. Page posts without media get roughly 0.42x the reach. Always attach an image, document, or video.
- Links go in the first comment, not the post body. A link in the body suppresses reach substantially.
- Best-performing page formats: document carousels (highest saves), short vertical video with burned-in captions, and custom images. Questions and frameworks travel furthest.
- Amplification, every single post: founder reshares with an added comment within an hour, team members comment (not just react), and the page comments on 5 relevant posts that week as the page.
Employee advocacy is the page's only real organic lever, and it is worth stating the mechanism rather than the buzzword. Employees carry roughly 10x the connections a page has, employee posts see a ~14.6% share rate against ~1.7% for pages, and the small fraction of employees who share regularly drive a disproportionate share of total engagement. Coordinated engagement inside the first hour is a strong reach signal.
Program design that works at small scale:
- Draft the shareable content and suggested commentary for them, but require each person to personalize it. Identical reshares look coordinated and perform worse.
- Use "Notify Employees" on page posts. It is free and most pages forget it exists.
- Founder or CEO content typically outperforms the page by several times. If there is one person to invest in, it is them.
- At two or three people, "advocacy program" is the wrong frame. Say so, and just make it a standing habit: everyone comments within the hour.
- Repurposing: each founder post that performs becomes a page post 3–5 days later with a small rewrite. The page is the archive of the founder's proof.
Hand off to linkedin-content-strategy for topic pillars and the writing
system.
Step 6 — Deliver
- Score table with the weight column visible
- Traffic verdict: where visitors come from today, and the single fix
- Rewrites: 3 taglines, full About, specialties list, button choice, banner brief, Products entries
- 4-week content plan: 12 concrete post ideas with formats
- Baseline metrics: followers, page views, unique visitors, custom-button clicks, posts/week — written down today so the next review has a comparison
Anti-patterns
- Promising organic page growth without a personal-profile engine behind it.
- Recommending "employee advocacy" to a two-person company. Say what applies at their actual size.
- Filling the About with mission statements nobody reads.
- Auto-posting website RSS to the page. It reads like a bot and gets no reach.
- Buying followers or running follower ads before there is anything worth following.