How To Turn LinkedIn Attention Into Actual Clients
How To Turn LinkedIn Attention Into Actual Clients
Nader Alnajjar
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TLDR
Impressions do not pay the bills. The gap between attention and conversion is where most personal brands die, usually because the account chases virality instead of the right people.
Top-of-funnel content earns awareness and trust, bottom-of-funnel content converts. Posting 100% TOF builds an audience with no reason to buy, but only about 10% of your posts should be BOF.
Within that 10%, five formats convert: transformation posts, objection-handling posts, LinkedIn skit videos, video testimonials, and lead-magnet posts.
Optimise by getting specific: clarify your ICP and pain points, prioritise aligned reach over massive reach, only sell once trust is built, and track what actually converts.
Getting tens of thousands of impressions feels great... but impressions don't pay your bills.
In fact, that gap between attention and conversion is where most personal brands die.
Let's talk about how to close it.
Build Leverage By Learning:
Why Your Posts Aren't Getting You Clients
5 Types of Content That Convert
Tips For Optimising Your Content Strategy
Why Your Posts Aren't Getting You Clients
If you've been consistently posting for a year and struggle to get leads for your business... it's likely you're chasing virality instead of conversion.
And that's a fundamental misunderstanding most people have about how content drives revenue.
The types of posts that get a lot of likes are usually relatable and broad, but that same quality makes them useless for driving business. People who relate aren't the same people who buy. When you optimise for reach, you attract everyone. But when you optimise for conversion, you attract the right people.
Top-of-funnel (TOF) content generates attention, builds authority and grows your audience. Think relatable quotes, frameworks, lessons learned, and observations. The goal is simply awareness (and a bit of trust).
Bottom-of-funnel (BOF) content is built to convert. It addresses your ideal client's pain points, demonstrates transformation, handles objections, and gives people a reason to take action.
Most creators' problem is that they post 100% TOF content; they've built an audience interested in their ideas, but with no reason to become a client.
However, the fix isn't to just start posting BOF every day. Only 10% of all your posts should be BOF.
And within that 10%, there are 5 different types of posts you can do.
The 5 Types of Content That Convert
1. Transformation Posts
A before-and-after story that showcases a specific, measurable result. These show prospects what's possible when they work with you and back it up with proof.
Open with their starting situation (struggling with X)
Show what changed (we worked together on Z)
End with the outcome (now they're seeing A, B, C results)
Make it about them, not you
Our co-founder, Chris Donnelly, has some great examples of transformation posts done well. The results are shown clearly with specific numbers and achievements that are easy to skim, whereas the caption outlines the transformation in a more story-like manner, talking about the problems they faced before and what's changed in a narrative that engages the reader.
2. Objection-Handling Posts
Content that directly addresses the doubt your ideal client has before buying. You state the objection clearly, then dismantle it with logic, proof, or reframing.
People don't buy because of uncertainty, not lack of interest. These posts get rid of any friction between "this sounds good" and "I'm ready to commit" by addressing problems head-on. Some common objections include:
"I don't have time for this"
"I can do it myself"
"It's too expensive"
"I'm not sure this will work for my industry"
Example:
A lot of founders tell me they don't have time to post on LinkedIn. I get it. You're running a company. Content feels like a nice-to-have.
But the ones who don't make time for content spend 10x more time chasing cold leads, justifying their pricing, and convincing prospects they're credible.
Content does that work for you. Upfront. At scale. You don't have time not to do this.
3. LinkedIn Skit Videos
This is definitely the most fun way to do BOF content. These can be 1-3 minute-long videos that demonstrate a pain point through a recognisable story or comedy sketch, typically using humour or exaggeration to emphasise the point.
Will McTighe's LinkedIn Godfather video is a pretty hilarious example of this. Otherwise, structure it like this:
Set up the problem in the first 5-20 seconds
Show the frustration (exaggerate slightly)
Introduce your solution or reframe
End with a soft CTA
Combine this with a caption that gives more detail on your offer and a clear next step for the reader.
4. Video Testimonials
A client speaking to the camera about their experience working with you. These are a lot harder to fake (and therefore ignore) compared to written testimonials.
You see their face, hear their voice, and feel their conviction; that authenticity builds trust faster than anything you could say about yourself.
Alongside the video, you should ideally put screenshots of any tangible results to really drive the point home.
Structure-wise, these should be unscripted (or lightly guided), around 60-90 seconds in length, include specific results (numbers, outcomes, measurable shifts), and an emotional component (how it felt before vs. after).
Ask your best clients for a quick video. Give them 3-4 prompts:
What problem were you dealing with before?
What made you decide to move forward?
What's different now?
What would you tell someone considering working with us?
5. Lead Magnet Posts
A post designed to drive people to a free resource (guide, checklist, template) in exchange for their email. The post teases value, the lead magnet delivers it, and the follow-up sequence converts.
Look at this example by David Manela, where he's offering framework slides as his free resource. Compared to top-of-funnel posts, this one is constructed differently:
The hook is more personal and leads with his experience to establish authority.
The pain point is addressed immediately at the beginning to target his ICP as quickly as possible.
The value of this resource is shown through a direct 'before and after' comparison.
The CTA is also more personal and encourages engagement in order to receive the slides, qualifying prospects at the same time.
Once the reader responds, they get sent to an optimised landing page where they have to give their email to get the lead magnet.
The media for these kinds of posts should ideally be something that shows the lead magnet to build credibility.
Important note: Your lead magnet only works if the follow-up email sequence is strong. Plan 5-7 emails: first few deliver value, last few introduce your offer.
Tips For Optimising Your Content Strategy
1. Clarify Everything Before You Post
Who's your ICP? Be specific. What size company? What stage? What industry?
What are their pain points? Go deep into what keeps them up at night.
What's your role in solving their problem? How do you specifically help? Why you and not someone else?
What results can you point to? Measurable outcomes, client wins, proof.
What's the next step? Every BOF post needs a clear CTA.
2. Prioritise Aligned Reach Over Massive Reach
A post that gets 50,000 impressions from random people is worse than 5,000 impressions from your ICP.
Reach matters, but only if it's the right people. Use language your ICP uses. Reference problems only they would recognise. Engage with their content consistently.
3. Only Post BOF Content When Trust Is Already Built
Don't lead with a sales post if no one knows who you are. BOF content converts because you've already established authority through TOF content.
Build the relationship first, deliver value consistently, then introduce your offer.
4. Test, Track, Iterate
According to HubSpot's 2024 data, only 22% of B2B marketers track content ROI. Don't be part of the 78% creating content completely blind.
Track key metrics on your BOF posts: engagement rate, click-through rate, DMs generated, actual conversions. Use these insights to double down on what works, and not waste your time on things that don't.
Most people won't post BOF content because they're afraid of looking like they're selling.
But if you've built trust and delivered value, people will want to know how to work with you.
The ones who are ready will take action. The ones who aren't will keep following.
What This Means For You
If you are a founder, the painful version of this is a feed full of 50k-view posts and a calendar empty of sales calls. Reach is not the problem, alignment is. Broad, relatable content pulls in everyone, and everyone is the wrong audience. The people who relate to a clever observation are rarely the people who sign a contract, which is why optimising for impressions quietly works against you.
The practical move is to keep most of your content building authority, then reserve roughly one post in ten for conversion and make it specific. Pick the format that fits where you are: a transformation post when you have proof, an objection-handler when you know what holds buyers back, a lead-magnet post when you want to own the relationship off-platform. Aligned reach beats massive reach every time, so write for the person who can actually buy, and track what converts so you keep doing more of it.
Related Reads
Frequently Asked Questions
Why do my posts get views but no clients?
Usually because the account is optimised for virality instead of conversion. Broad, relatable posts get a lot of likes, but that same breadth makes them useless for business: the people who relate are not the people who buy. When you optimise for reach you attract everyone, and when you optimise for conversion you attract the right people. The fix is aligning content with the buyer, not chasing impressions.
What is the difference between TOF and BOF content?
Top-of-funnel content generates attention, builds authority and grows your audience, things like relatable quotes, frameworks and lessons learned, with awareness as the goal. Bottom-of-funnel content is built to convert: it addresses your ideal client's pain points, demonstrates transformation, handles objections and gives people a reason to act. You need both, but only about 10% of your posts should be BOF.
What are the five content types that convert?
Transformation posts (a measurable before-and-after backed by proof), objection-handling posts (state the doubt, then dismantle it), LinkedIn skit videos (demonstrate a pain point through a short, recognisable sketch), video testimonials (a client on camera, far harder to fake than written ones), and lead-magnet posts (drive people to a free resource in exchange for their email). Each sits inside that 10% BOF allocation.
When should I post BOF content?
Only once trust is already built. A sales post lands flat if no one knows who you are, because BOF content converts on the back of authority earned through TOF content. Build the relationship first, deliver value consistently, then introduce the offer, and track engagement rate, click-through rate, DMs and conversions so you can double down on what works.
Ready to Turn Attention Into Clients?
If your posts pull in views but not booked calls, the missing layer is bottom-of-funnel content built for the buyer you actually want. That is what we do for founders and executives at LeverBrands. Book a call and we will help you turn attention into a pipeline of qualified conversations.
About the author. Nader Alnajjar is co-founder of LeverBrands, where he builds personal brands and content ecosystems for founders and executives. More at leverbrands.com/about and on LinkedIn.
