Removing Friction Is One of the Most Overlooked Jobs of a Website
Most visitors are not trying to be difficult or indecisive when they come to your website. They have a need, and they are searching for a company that can help.
The challenge for many users is simply that they are busy, distracted, and unsure about what their next steps on a site should be. That uncertainty is perfectly normal.
I know exactly what to do and what the next step is when I’m making spaghetti. I’ve made spaghetti about a thousand times. Unlike my spaghetti making, buying a service, hiring a new company, or even just figuring out who to contact on a website is not something most people do on a daily basis.
A good website understands this confusion in next steps.
A good website does not force effort or require complex thinking from users. It removes those barriers. It helps visitors know where they are, what’s available from the company, and how to move forward without friction or confusion.
That clarity goes beyond just good design. It’s a sign of respect for a user’s and prospective clients’ time, attention, and effort. When a website makes it easy to find answers, get in touch, or take the next steps, it shows that the business values and respects the person on the other side of the screen.
Removing Friction Is One of the Most Important Jobs of a Website
Friction shows up when a website makes visitors stop and think too hard. It can look like hesitation, confusion, delay, and even bounces. Sometimes that delay might mean a decision to buy gets pushed to tomorrow. It means the prospective client quietly disappears altogether.
This kind of friction can be easy to miss because nothing is technically broken with the website. There’s no broken link checker to run. The website loads. The pages exist and have good content. The contact form works. But something is challenging users for more than it should.
Common signs of this friction include questions like:
Who do I contact? – Is it easy for users to find your contact information? Do they feel comfortable reaching out? Or do they have to hunt and search for a phone number or contact form?
Is this something they even offer? – Do you clearly explain what services and products you offer in simple, easy to follow language? In some industries, clarity might also mean covering what you don’t do. This helps set expectations and prevents confusion later.
What happens after I submit this contact form? – This uncertainty can make a user question if they made the right choice after hitting the submit button. A simple confirmation message or follow-up email goes a long way in reassuring the user that they didn’t just add their information into a wishing well.
If clients are confused, the website is asking them to work harder. That doesn’t mean that the site or its design is entirely bad. It just points out that there are areas that need more clarity. Reducing these points of friction doesn’t require looking into a redesign. Rather, it’s more about smoothing the moments where people hesitate.
Clear Paths Help Clients Act With Confidence
People move forward when they feel oriented. That sounds simple, but it matters more than most business owners realize.
Visitors act with confidence when they understand three things quickly. Where they are. What their options are. And what happens next.
Knowing where they are does not require fancy tools or complicated navigation tricks. Strong branding, consistent colors, a clear logo, and a page title that matches what they clicked on all help reassure users that they are in the right place. They should never have to wonder if they accidentally landed on the wrong company’s site.
Knowing their options comes down to clarity. Is the navigation easy to find and easy to understand. Are the main services visible without digging. Can someone skim a page and still understand what you offer. When options are hidden or vague, users pause. When options are clear, they continue.
Knowing what comes next is where many websites quietly fall short. The next step might be obvious to you because you live in your business every day. For a first time visitor, it is not. Clear calls to action help remove that uncertainty. These should feel inviting and explanatory. Not just “Contact Us,” but language that tells the user what will happen when they click.
Confidence increases when expectations are set before the first conversation. A website that does this well feels easier to use even if nothing about it is flashy or complex.
Service Pages Should Answer “Is This for Me?”
Service pages are not just informational. They are decision pages.
A strong service page helps a visitor quickly understand what the service is, who it is for, and why it exists. This does not require industry jargon or long explanations. In fact, those things often create more friction.
Start with what the service does in plain language. Avoid terms that only people in your industry would understand. Most visitors are not experts. They are trying to solve a problem.
Next, make it clear who the service is for. Do you work primarily with small businesses. Do you focus on a specific type of customer. Are there situations where you are not the right fit. Answering these questions helps visitors self qualify. That is a good thing for both sides.
Finally, focus on the problems the service solves. Not your process. Not your tools. Their problems. What frustration does this remove. What result does it create. When visitors see their own situation reflected on the page, the next step feels easier.
If a visitor cannot tell whether a service fits them, they hesitate. And when they hesitate, they often leave. Usually to a competitor whose site feels clearer, even if the service itself is not better.
FAQs Reduce Uncertainty Before It Becomes a Roadblock
Many visitors have questions they never ask. Sometimes they are unsure how to phrase them. Other times they worry the question might sound basic or unnecessary.
FAQs help remove that pressure.
A well written FAQ section answers common questions before they slow someone down. It helps set expectations and shows that you understand what clients are thinking. It also makes your business feel more prepared and easier to work with.
FAQs are especially helpful for addressing things like pricing ranges, timelines, and what happens after someone reaches out. These are moments where uncertainty can stop action. A simple answer can remove a surprising amount of anxiety.
They also save time. Visitors get answers faster. You get fewer repetitive emails. And conversations that do happen are often more productive because expectations are already aligned.
FAQs are not about deflecting contact. They are about supporting users so that when they do reach out, they feel confident doing so.
When the Next Step Is Clear, Clients Take It
The goal of a website is not to impress. It is to guide.
When friction is removed, trust builds naturally. Momentum follows. Visitors do not have to guess what to do or wonder if they are making the wrong move. They simply move forward.
Small clarity improvements can make a big difference. Often more than a full redesign ever could.
If your website feels harder to use than it should, it may be creating friction without you realizing it. Taking a step back and looking at your site through your client’s eyes is often the first and most valuable improvement you can make.
