TL;DR
Use LinkedIn to find and warm the exact people you want, then earn the right to DM or InMail them a 1:1 microsite. Avoid scrapers/automation - manual, relevant touchpoints outperform bots and keep your account safe. Think: quality comments → connect → short DM → microsite. Track clicks with UTM tags and follow up fast when they visit.
Why use LinkedIn (with microsites)
Intent-Rich Graph
Titles, companies, topics, and news are all there - perfect for context.
Warm Reach
You can engage publicly before you ever DM.
Proof of Work
Your profile and posts establish authority before you ask.
Frictionless Handoff
A personalized microsite is the cleanest "see exactly what we'd do for you" asset to share.
Principles (what actually works)
Manual over automated: Avoid scrapers, mass-DM tools, or drip automations that violate LinkedIn's rules. They risk bans and burn brand trust.
Warm before pitch: Earn attention with a like/comment or post mention before sending a message.
One clear next step: Do not ask for 3 things. Offer one: "Made a 1-pager for company - want it?"
Short + specific: DMs and InMails should read like a text from a helpful expert, not a campaign.
Profile & presence (10-minute tune-up)
Headline
Outcome for ICP. Example: "We turn industry quote requests into next-day POs"
About
3 sentences: who you help, how you help, proof.
Featured
Pin a generic microsite demo or case study. Add a "request your 1:1 page" CTA.
Experience
Bullet outcomes, not duties. Add numbers.
Finding the right people (manual, compliant)
Sales Navigator: Save leads by title, function, headcount, tech, geography.
Account lists: Mirror your ICP/TAM segments. Save 50-100 priority accounts per list.
Signals to watch: New roles, hiring, funding, product launches, tech installs - great reasons to comment/DM.
Content that earns DMs
Observation Posts
"3 ways industry vendors lose deals at quote." Tag the company type, not the person.
Mini Case Threads
Problem → what you changed → result → "Comment 'microsite' for the template."
How-To Carousels
Native PDF posts perform well. Include a slide offering a personalized microsite.
Light Tagging
Tag companies when truly relevant. Tag 1-2 people tops, not whole teams.
Link Placement
Add the microsite in the first comment or DM after engagement to avoid throttling.
Outreach workflow (manual)
Step 1: Engage
Like + meaningful comment on a recent post from the person or company.
Step 2: Connect
Note: "Loved your post on topic - we built a quick one-pager for company if useful."
Step 3: DM (if accepted)
Keep it under 80 words: "Quick favor - I made a 1-page overview for company showing how we'd handle pain. If you'd like it, I'll send the link." Send microsite on consent, not upfront.
Step 4: Follow-up (when pixel fires)
If your pixel sees a visit, reply within hours: "Saw you skimmed the page - want a 5-min walkthrough, or should I tweak it for stakeholder?"
Using InMail (when you're not connected)
Subject Line
Outcome + relevance. Example: "Cut PO cycle time at peer"
Opening Line
One sentence that proves you did your homework.
Offer
"Happy to spin a 1:1 page for company - 30s skim. Want it?"
Link Strategy
Include microsite only if strongly personalized. Otherwise ask permission first to lift click-through.
Where microsites fit on LinkedIn
DM Hook
"We built this page for company - it shows exactly how we'd handle use-case."
Post CTA
"Comment 'demo' and I'll create a 1:1 page for your company."
Event Follow-up
After webinars or Lives, drop a personalized microsite to attendees by role.
Team Assists
Sales posts the ask; Marketing fulfills the microsites within 24 hours.
Metrics that matter
Connection Rate
Target 35-60% with relevant notes.
DM Reply Rate
10-25% on warmed prospects.
Microsite Engagement
Clicks and time on page (account-level intent).
Meetings per 100 DMs
Optimize copy and targeting, not volume.
At-Risk Signals
Low impressions, message restrictions → slow down and improve relevance.
Guardrails & common pitfalls
Avoid These Mistakes
Automation temptation: Tools that scrape or auto-DM violate terms and get you throttled.
Link stuffing: External links in the first message/post kill reach. Ask permission or comment with the link.
Cold pitching: No public engagement → instant pitch = ignored. Warm them first.
Wall-of-text: Keep messages under 80-100 words. Single CTA.
No follow-through: Intent without action dies. When your pixel logs a visit, respond the same day.
Quick checklist
Before You Start
Headline/About/Featured tuned; case proof visible.
Saved lead/account lists in Sales Nav; daily watchlist of signals.
2-3 weekly posts (observations, mini case, carousel).
Comment queue (10-15 meaningful comments/week).
Short connection note + consent-first DM template ready.
Microsite generator on standby; UTM tags on links.
Alerts from your identity pixel to jump on visits fast.
Remember
Manual, thoughtful LinkedIn + a crisp microsite is a high-trust, low-volume engine for meetings - no bots required.