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One of the first things I do when I land on a new client’s website isn’t read their About page or their story. I look for how I’m supposed to work with them.

I put myself in the shoes of a prospective client and go in search of a clear next step.

What I’m hoping for is a frictionless journey from curiosity to action. Something simple and obvious like making a payment, completing an application form, or booking a call. The smoother that journey, the less likely we are to lose people along the way.

It’s worth remembering what the average person who lands on your website is up against.

They’re likely already overwhelmed. Bombarded with information about their particular problem. Faced with endless options, conflicting advice, and a lot of noise. Most people aren’t looking for more inspiration or explanation. They’re looking for something that cuts through and tells them, clearly, what to do next.

When you’re newer in business, and you don’t yet have a lot of traffic or the budget for beautiful design or optimised copy, it’s often the small things that make the biggest difference.

Over the years, I’ve seen just about every possible way people lose potential clients in the short window between interest and action.

Sometimes there’s no clear “Work with me”, “Services”, or “Offerings” page at all. When I visit a service provider’s website, that’s where I’m heading first. I want to understand what’s available here that could help me with the problem I’m trying to solve. If I can’t find that quickly, I often won’t keep looking.

Other times there is a services menu, but it’s packed with confusing dropdowns. Even after clicking “Work with me”, I’m left unsure where to go next or which option is actually relevant to me.

I also see a lot of offers described in just a few vague lines, with no page that gives the full picture. No context, no detail, no clear way to understand whether this is right for me without having to reach out first. For many people, that step feels like too much.

And then there are the very practical issues.

Broken or outdated links. Pages that no longer exist. Buttons that promise one thing and deliver another. These might seem minor, but to someone already hesitating, they can quietly bring the whole journey to a stop.

The same principle applies beyond your website.

For many people, your social media bio is the first doorway into your work. If the link there leads to a dead page, a confusing set of options, or something that no longer reflects what you actually offer, you’re creating friction before the relationship has even begun.

I often use an analogy (I first heard from Tad Hargrave) of imagining your business as a house in the forest and it’s always stuck with me.

Given the nature of a forest, there are various potential pathways to your door. What I’ve noticed is that most people spend a lot of time working on the signposts and the paths themselves. The content, the posts, the links that help people find you in the first place.

But sometimes, once people arrive, the doorbell doesn’t work.

They press it once. Then again. They wait. Nothing happens. Eventually, they assume no one’s home and walk away, even though you’re inside, ready and willing to help.

When your website or bio doesn’t make it clear how to take the next step, or when links are broken or confusing, this is often what’s happening. People are finding you, but the signal isn’t getting through.

This isn’t about being perfect or polished.

It’s about recognising that when someone is interested, they’re often already doing a lot of internal work. Weighing up whether to ask for help. Whether to spend money. Whether now is the right time. The least we can do is make the external journey feel clear and supportive.

A gentle place to start is to take a few minutes to metaphorically walk the different paths someone might take to work with you.

Imagine they find you through social media, a referral, or a newsletter someone forwarded. Where do they land first? What do they see? What do they click next? At what point might the doorbell stop working?

You don’t need to redesign your entire website or rewrite everything from scratch.

Often, it’s about noticing and removing small points of friction. Clarifying a menu label. Simplifying a choice. Fixing a link. Adding a sentence that helps someone understand what happens after they click.

Making it easy to work with you isn’t about being pushy or salesy.

It’s an act of care.

It says: if you’re here, if you’re curious, if you’re considering this, I’ve made space for you to take the next step in a way that feels clear and contained.

And that, quietly, can make all the difference.

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