I’ve been thinking a lot about friction lately.

More specifically, friction points in business — how we as business owners can improve the client/customer experience by removing unnecessary irritations that slow down (or in some cases, completely halt) the sales process.

One example comes to mind because it happens so frequently — the dreaded ad journal.

We’re fortunate to have an abundance of philanthropic clients. These companies are always willing to support non-profit causes by attending fundraising galas, volunteering at events and advertising in the ad journals that accompany these activities.

The client will send us the specs to create an ad, and invariably they look like this:

Full page — $500
Half page — $250

That’s it.

Now, you’re probably thinking, “Duh, a full page is 8-1-2 x 11 inches. What’s so hard about that?”

Not so fast, my friend.

Could be that.

Could also be 8×10.

Or 5-1/2×8-1/2. (Ed. note — they finally confirmed on 10/10 that their full-page ad size is 4.7 in wide by 7.6 inches tall. Go figure).

And don’t get me started on color vs b&w. Or preferred file formats. Or deadlines.

Not clearly stating vital details like these up front causes unnecessary delays, prompts countless emails and calls, and is a wholly frustrating waste of time.

Some more examples:

Making customers create an account before browsing. Forcing registration just to see prices or product details drives people away. Let them explore first and create an account only when they’re ready to buy.

We recently saw this in an annual employee benefits guide we were creating. A portion of this client’s benefits were specifically opt-out. To do so, employees were required to go online and take the time to register for the carrier portal. Just to opt out.

Forcing buyers to hunt for basic information, like store hours. What’s on your contact page? Retailers, if the information doesn’t include your current business hours or a clickable phone number, that’s friction.

I’m not going to chase you for details on how to give you my money. I’m simply going to the next similar business listed on my Google results.

Offering a discount code immediately when a visitor hits your site. Please, that’s like using the “L” word on the first date.

Have some dignity and at least let people poke around for a minute or so. Because you know having to unsubscribe because your product’s not for me is just one more annoyance that taints your brand experience.

PDF forms that can’t be filled out digitally. Requiring people to print, handwrite, scan and email forms in 2025 is just bananapants crazy

Oh, the irony of needing technology to make something less technological. Not sure why, but doctors’ offices seem to be the most notorious offenders here.

The bottom line
Every friction point you eliminate is a gift to your customers — and to yourself.

Think about the last time you abandoned a shopping cart, gave up on a form or chose a competitor simply because they made it easier. Those moments add up. They cost real money, real relationships and real opportunities.

The good news? Most friction is entirely within your control. You don’t need a massive budget or a complete website overhaul. You just need to pay attention to the small stuff that’s making people work harder than they should.

So here’s my challenge: Take 15 minutes this week and walk through your own customer journey. Try to buy from yourself. Try to contact yourself. Try to get the information you promise to provide.

I guarantee you’ll find at least one thing that makes you think, “Wow, this is annoying.”

Fix it.

Your customers will thank you. Your team will thank you. And your bottom line will definitely thank you.

Because in the end, sweating the small stuff isn’t about being nitpicky — it’s about respecting people’s time and removing the barriers between them and doing business with you.