Stop Making It Hard To Buy From You

Sometimes friction is good.

Like when you’re walking across an icy sidewalk or holding your iPhone. But when it comes to contacting you and your business, friction is the last thing you want to create.

Before we talk about how to alleviate friction, let’s explain what it is in this context.

What is friction in the buying process?

Friction is anything that makes it harder for a potential customer to take the next step toward buying from you. It’s not always obvious — sometimes it’s a missing link, an extra click, a confusing form, or unclear messaging.

Think of it as “points of resistance.”
If a visitor lands on your website and has to hunt for your contact info, that’s friction.
If your primary call-to-action is email where they have to open their email client then type a subject line and think of a message, rather than a quick simple contact form, that’s friction.
If they click “Book Now” and land on a page where they can’t actually book anything — more friction.

The smoother your path, the faster your buyer moves through it.

Why is it critical to remove friction

Every extra step or hesitation in your customer’s journey increases the chance they’ll bounce.
Even small frustrations can make people question whether you’re responsive, professional, or easy to work with.

Friction doesn’t just cost you sales, it costs you trust.

And trust is the backbone of conversion.

When your buying process is effortless, you not only improve your close rate but also set the tone for a great customer experience from day one.

How to create a friction-less buying process

Here are a few ways to identify and eliminate friction points:

• Map the customer journey – Walk through every touchpoint from discovery to purchase. Click every link, fill out every form, test your mobile view.
  

• Simplify communication – Use clear calls to action like “Book a Call” or “Get a Quote.” Make sure your contact button is visible on every page and that the copy on your button matches the action it triggers.
  

• Automate where appropriate – Use tools like online booking, auto-confirmations, or chat widgets to reduce response lag without losing personalization.
  

• Clarify next steps – After someone fills out a form or books a call, confirm what happens next. (“You’ll hear from us within 24 hours.”) Always provide a timeline when you can 100% stick to it. This sets expectations and shows potential customers that you do what you say from the beginning.
  

• Align your messaging – If your ad says “Free Consultation,” make sure the next step actually delivers that - not a pricing page or sales pitch. Keep your messaging consistent and expectations clear.
  

Even small tweaks — like adding a phone number to your header or shortening a contact form — can make a big impact on conversions.

Ready to See How Friction-Free Your Buyer’s Journey Really Is?

Let’s pinpoint the roadblocks holding back your leads. Contact me for a Customer Experience Audit to identify gaps, improve flow, and make it effortless for customers to say yes.