Conversion Tip Tuesday — Remove the Friction From Your Customer's Next Step
You've gotten someone's attention.
They're interested.
They want to learn more.
And then...
Your website makes them work for it.
They can't find the contact button.
The form asks for too much information.
They don't know what happens after they submit it.
Or they're simply not sure what to do next.
That's friction.
And friction can cost you conversions.
What Is Conversion Friction?
Conversion friction is anything that makes it harder, slower, or more confusing for someone to take the action you want.
It can be something as simple as:
❌ A confusing call-to-action
❌ A long contact form
❌ Too many required fields
❌ Hidden contact information
❌ Slow-loading pages
❌ Too many choices
❌ Unclear pricing or next steps
The customer may still want your service.
They just don't want to fight your website to get it.
Make the Next Step Simple
Instead of making visitors figure everything out, guide them.
For example:
Instead of:
"Submit"
Try:
👉 "Request Your Free Quote"
Instead of:
"Contact"
Try:
👉 "Talk to Our Team"
Instead of:
"Learn More"
Try:
👉 "See Our Website Services"
Specific actions tell people exactly what will happen next.
Don't Ask for Everything Up Front
If someone is filling out your contact form, do you really need 12 pieces of information?
Maybe not.
Start with what you actually need to begin the conversation.
For example:
Name
Phone
How can we help?
That's often enough to start.
You can gather additional information later.
Give People Confidence
People are more likely to take action when they know what happens next.
After someone submits a form, tell them:
"Thanks! We'll review your request and get back to you within one business day."
Now they aren't wondering:
"Did that actually work?"
Clarity reduces uncertainty.
Quick Action Step
Go through your website as if you're a first-time customer.
Try to:
📞 Call your business
📝 Submit your contact form
📅 Book an appointment
💬 Request information
Time yourself.
Then ask:
"Where did I have to stop and think?"
Those moments are opportunities to reduce friction.
Marketing Minute Takeaway
You don't always need more traffic.
Sometimes you simply need to make it easier for the people already visiting your website to take action.
Remove the friction. Make the next step obvious.
Want more practical ways to turn website visitors into potential customers? Download the Digital Growth Playbook.
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