If you’re still treating LinkedIn like a virtual CV, you’re missing the point.

It’s not just a place to showcase your experience. It’s your highest-leverage sales engine.

At Rewrite, we’ve seen founders go from complete unknowns to consistent inbound leads, just by understanding this shift:

LinkedIn isn’t where you talk about your offer. It’s where you build demand for it.

So let’s unpack that. Because if you understand what a sales funnel actually is,  and how LinkedIn plays into it, your content, positioning, and pipeline will look radically different.

What is a sales funnel?

A sales funnel is the process your potential customer goes through from first awareness to final decision. From top-of-funnel visibility (problem-aware) to bottom-of-funnel action (offer-ready), the goal is to guide them through each stage with clarity and consistency.

Great sales funnels build trust at every step. They give value before they ask for anything. And they convert because the person reading them doesn’t feel like they’re being sold to, they feel seen.

LinkedIn, when done right, does all of this.

According to HubSpot, LinkedIn is 277% more effective at generating leads than Facebook and Twitter. And B2B marketers rate it as the most effective platform for lead generation.

Yet most people still use it to post job updates or passive opinions.

If you want to win? You’ve got to treat it like the funnel it is.

1. Your profile is a landing page.

Not a resume. Not a list of achievements. A high-converting asset that speaks to your ICP (ideal customer profile), shows the transformation you deliver, and gives them a reason to take the next step.

Your headline and about section should answer three questions fast:

• Who is this for?
• What problem do they solve?
• What can I do next?

According to research from LinkedIn itself, profiles with a clear headline and CTA get up to 20x more profile views and 10x more connection requests.

2. Your content builds trust, not traffic.

This isn’t about going viral. It’s about showing up consistently with content that solves problems, shares insights, and positions you as the obvious solution.

Think: educational > inspirational > offer-aligned.

The best creators don’t just talk. They teach. And people buy from teachers they trust.

3. Your inbox is where conversion happens.

LinkedIn’s content is the billboard. But the DMs are where you close.

If your content sparks interest, your DMs should carry it through. Don’t pitch cold. Start relevant conversations. Ask questions. Understand their problem. Then present your solution.

(Side note: according to SalesLoft, personalised, relevant outreach converts 3–5x higher than generic messaging.)

4. Your cadence is your credibility.

You don’t need to post every day. But you do need a system.

We’ve helped clients build weekly posting cadences that feel effortless, because they’re built around real business goals. Strategy over spontaneity.

One client of ours, a CFO, started receiving inbound messages from founders asking him to invest in their businesses. He also had two VCs reach out cold, purely from content. All from posting three times a week with clarity: value-driven stories, lessons from scaling, and sharp takes on the industry.

5. Your authority compounds.

The more you post with clarity, the more credibility you build. That’s brand equity, and it stacks.

Take Justin Welsh. With over 400,000+ followers and a 7-figure solo business, he’s living proof that consistent, strategic content on LinkedIn doesn’t just grow reach, it builds real demand.

Because LinkedIn rewards repetition. Familiarity creates trust. And trust drives pipeline.

LinkedIn isn’t just about content. It’s about positioning. Perception. And long-term compounding.

So if you want:

• More inbound leads
• Less cold outreach
• Authority that compounds
• Content that actually converts

Start treating LinkedIn like a funnel.

And if you want help building one that converts?

That’s what we do best at Rewrite.