How many sales professionals have their own websites or digital property that they maintain on a regular basis? These days, almost everybody (and you probably do, too). So, how does your LinkedIn profile factor into your web presence? If you consider your LinkedIn profile to be your online resume, you’re not alone—but you’re among the crowd who’s missing out. The fact of the matter is that your LinkedIn profile has the potential to be much more than a web page listing your work history (yawn, stretch). It can become the single resource for your reputation.

The number one advantage of driving traffic to your LinkedIn profile

I have my own website; I have other digital properties. Still, the URL I use in my Twitter profile is my LinkedIn profile. Go to my Instagram profile and you’ll see the same thing.

Every URL that I have as a digital professional drives back to my LinkedIn profile for one reason : because I can see exactly who touched it.

While you may have other online profiles to update and manage, LinkedIn is the only social network that grants you the ability to see who has touched your profile. When you can see who looks at your profile, it suddenly becomes a more valuable digital property, right? It’s owning Park Avenue; it’s owning Boardwalk; it’s owning both Atlantic and Mediterranean Avenue and putting down houses and hotels.

The benefits of knowing who’s viewing your profile are endless: you see who accessed your profile, you curate that information, you determine if they fit that demographic from the graphic information you’re looking for—it was my cleanest social selling growth hack into how I generated my own pipeline.

Moving out of the resume rut

The people who are looking at your profile page are not just prospects: they’re people,and people who are interested in seeing what it is that you’re all about (and certainly you’re more than a list of duties and job titles).

With that in mind, keep them interested. Review the content of your profile and ask yourself if you’re merely regurgitating items from your resume (or worse, just posting your resume) or if anyone can see a glimmer of your professional personality. Consider your personal brand: what are you all about? Can someone gather that from your LinkedIn profile? Make whatever changes are necessary to protect and develop your online, professional reputation.

Your prospects, your buyers, your clients—anyone who is trying to do business with you—they are all looking at your LinkedIn profile, so use it as a place to showcase who you are and find as many ways to drive as much traffic to that profile as possible.