Hidden friction on your website may be quietly costing your brand customers — even if your intentions are good, your messaging is strong, and traffic is coming in. After reviewing 50 brand websites across industries, markets, and company sizes, clear friction patterns emerged that consistently limit growth, reduce conversions, and weaken customer trust.

In this episode, Sonia Thompson breaks down the most common friction points she uncovered while reviewing these sites — from gaps in representation and inclusive language to accessibility oversights and customer experience breakdowns that create invisible barriers throughout the customer journey. These issues often go unnoticed because they don’t feel “broken,” yet they steadily push ideal customers away.

You’ll learn:

Where website friction most commonly hides
How customer experience gaps quietly reduce conversions
Why friction-filled experiences slow customer acquisition and brand growth
How issues like representation, language, and accessibility impact trust
Practical ways to identify and remove friction across your customer journey

This episode is essential listening for growth leaders and marketers focused on growth marketing, customer experience, website conversions, and building frictionless experiences that work for today’s diverse, identity-rich customers.

190. I Reviewed 50 Brand Websites — Here’s Where Friction Is Costing Brands Customers