How to Audit Your LinkedIn Business Page (for Construction and Home Improvement Businesses)
- James Taylor
- Oct 21, 2024
- 5 min read
In the bustling realm of B2B, particularly in the construction and home improvement sectors, your LinkedIn business page is more than just a profile—it’s your digital storefront, networking hotspot directly connecting you to your target audience, and an impressive portfolio showcasing your team and projects, all rolled into one.
But how can you tell if your page is truly doing its job? We provide a thorough audit of your LinkedIn page, either as a standalone consultancy offering or as part of our comprehensive LinkedIn strategy creation. We examine seven key sections, rate them, and provide you with a score along with a clear action plan for what you can improve.
If you fancy taking on this task yourself, here are our top LinkedIn audit highlights to ensure your business page is primed to attract, engage, and convert like a true professional!
1️⃣ Nail the Basics: Profile Info
Let’s start with the fundamentals — the backbone of your LinkedIn business page. Get these right, and you’re laying a solid foundation.
Company Name & URL: Make sure your company name is consistent with your other branding. For example, if you're a construction company like "ABC Builders," keep the URL clean and straightforward — like linkedin.com/company/ABC-Builders.
Profile Picture & Banner Image: Your logo should be crisp and clear, and your banner image should showcase your work. If you’re a home improvement company, consider a banner that highlights a stunning kitchen renovation or a beautifully designed outdoor space. This visual impact is the first thing your visitors see — make it count!
Tagline: Your tagline should clearly communicate your core services, unique value and your target audience. For example, a construction company might use, "Building the Future, One Project at a Time", while a home improvement business could go with, "Transforming Houses into Dream Homes."
About Section: This is where you tell your brand’s story. Make sure it highlights your key offerings, like design-build services, home renovations, or construction management. Don’t forget to include relevant industry keywords like "sustainable building practices" or "luxury home upgrades" to help potential clients find you.
Website URL & Contact Information: Check that all your contact details are up-to-date and easy to find. The easier it is for clients to get in touch, the faster you can turn that lead into a project.
2️⃣ Content & Posting Strategy: Keep It Engaging and Relevant
Your content is the heart of your LinkedIn page — it’s what keeps your audience coming back for more.
Content Quality: Are you sharing valuable industry insights, project updates, or home renovation tips? Construction companies could post about the latest building trends or sustainable materials, while home improvement businesses might share DIY tips or showcase before-and-after transformations.
Content Variety: Mix up your content! Share project case studies, client testimonials, time-lapse videos of renovations, or even live demos of your tools in action. The more diverse your content, the more likely you’ll keep your audience engaged.
Post Frequency: Consistency is everything. You don’t need to post every day, but make sure there’s a steady stream of updates. Regular posts about your latest projects or industry news will keep your brand top-of-mind for your audience.
Engagement Metrics: Dive into your likes, comments, and shares to see what types of content get the most traction. If your post on "Top 5 Home Improvement Trends of 2024" is a hit, you’ll know to create more content along those lines.
Hashtags & Keywords: For maximum visibility, use industry-specific hashtags like #HomeRenovation, #ConstructionTech, or #SustainableBuilding. This helps your posts reach the right audience.
3️⃣ Know Your Crowd: Audience & Follower Growth
Understanding who’s following your page is key to tailoring your content to their interests.
Follower Demographics: Who are your followers? Are they architects, real estate developers, homeowners, or contractors? This data helps refine your content strategy so you can focus on what matters most to your target audience.
Follower Growth Trends: Watch for patterns in your follower count. For example, if you notice a spike after sharing a post about eco-friendly building techniques, that’s a clue that your audience is into green construction practices.
4️⃣ Boost with Employee Advocacy: Your Team = Brand Champions
Your team can help amplify your LinkedIn presence, especially if they’re experts in their field.
Employee Engagement: Encourage your employees to link to your company page and share content. Imagine the impact when your project managers or site supervisors post about the amazing work they’re doing on your latest build or renovation!
Content Sharing: When your team members share your company’s content or post their own updates about site visits or design tips, it not only broadens your reach but also adds credibility to your brand.
5️⃣ SEO & Keyword Optimisation: Be Found, Be Seen
Optimise your LinkedIn page to make sure it stands out in searches, both on LinkedIn and Google.
SEO for LinkedIn: Use industry-relevant keywords throughout your profile. For example, phrases like "commercial construction projects," "luxury home renovations," or "kitchen and bathroom remodels" can help you rank higher in search results.
Google Search Visibility: Check if your LinkedIn page shows up on Google when you search for your services. If not, it might be time to tweak your SEO strategy for better visibility.
6️⃣ Keep It Cohesive: Visual & Brand Consistency
Your LinkedIn page should have the same look and feel as your other marketing channels.
Branding Consistency: Ensure that your tone, messaging, and visuals on LinkedIn match what you use on your website and other social media platforms. This consistency helps build a stronger, more recognisable brand.
Visual Appeal: Make sure your page is as polished as your finished projects. A well-designed page with professional images of your construction sites or renovation projects creates a great first impression.
7️⃣ Call-to-Action Magic: Drive the Next Step
Your LinkedIn page should encourage visitors to take action, like reaching out for a quote or scheduling a consultation.
CTAs in Posts: Review your posts for strong calls-to-action, like “Get in touch for a free project consultation” or “Learn how we can transform your space.” Clear CTAs can significantly increase engagement and lead generation.
Contact Information CTAs: Make it easy for visitors to reach out by ensuring your contact options are prominent and straightforward.
8️⃣ Action Time: Turn Insights into Strategy
Once you’ve completed your audit, it’s time to act on your findings.
Actionable Insights: Make a list of changes to implement right away, like updating your About section or increasing your posting frequency. Prioritise actions that will have the biggest impact on your LinkedIn performance.
Short-term & Long-term Goals: Set clear goals, such as boosting engagement on posts in the short term and expanding your follower base in the long run.
Final Thoughts on a LinkedIn audit
Auditing your LinkedIn business page isn’t just a task to check off your list — it’s a way to keep your brand relevant and engaging, and should be completed once per year. By following these steps, especially if you're in the construction or home improvement industry, you’ll create a LinkedIn page that truly connects to your customers, suppliers and collaborators.
Happy auditing, and here’s to more project leads and brand growth! If you want a third party to give you a detailed breakdown, a rating score and a list of short and long term actions, fill out the form and we’ll get in touch pronto!