Finding the Friction at WCA's Get Smart Conference

Last Friday, October 16, I had the honor of leading a hands-on workshop at the Women Communicators of Austin (WCA) Get Smart Conference. Get Smart is WCA's annual gathering where members and peers come together to learn the latest trends and techniques across communications, marketing, media and related fields. It's a room full of people who are passionate about communication in every industry and format, which makes it the perfect place to talk about how we communicate with the customers who are ready to buy from us.

My session was called Find the Friction: A Peer Audit for Your Sales & Digital Presence. Instead of a lecture, I wanted everyone to leave with real findings about their own business. So people paired up, audited each other, and walked out with a fix list. Here's a recap of what we covered, plus the worksheet framework so you can run the audit yourself.

What friction is (and where it hides)

Friction is any moment a ready customer has to work to buy from you. They wanted to buy but something along the way made it harder for them. They often just leave quietly, and you never find out why.

Friction tends to hide in three zones:

1. Reach: Are you reaching the right people in the right places?
2. Capture: When they show up, do you keep them?
3. Close: When they say "yes," are you ready?

Most businesses are strong in one zone and losing customers in another. The goal of the audit is to find out which one is yours.

Zone 1: Reach

If you can't describe your ideal customer, you can't choose the right channels. And if a stranger can't tell what you do in a few seconds, they'll keep scrolling. Look at your business the way a stranger would:

• Can you describe your ideal customer in one sentence?
• Are you active where they spend time? Being in the right rooms and platforms beats being everywhere.
• What shows up when you search your business name? Make sure your Google Business Profile, social media accounts, and website are all up to date.
• Does your homepage or bio pass the five-second test? A new visitor should know what you do and who it's for.
• Are your reviews recent, and are you replying to them?
• When was your last social post, and would a stranger understand it?

Zone 2: Capture

Capture friction happens when someone is interested but there's no clear next step, or they reach out and nothing happens. Some things to consider:

• Is the next step obvious? A form, booking link or offer should be just a few taps away.
• What happens when you test it? Fill out your own contact form or DM your business, then time the reply.
• Are you tracking visitors? Google Analytics, Google Search Console or an email list show who's finding you.
• Where do your leads go? A CRM or spreadsheet is better than "someone's inbox."
• Can customers reach you the way they prefer? Every channel you list (text, DM, phone, email) should get a reply.
• Do new leads get a confirmation or thank-you? It tells them they were heard.

Zone 3: Close

This is the worst place to lose a customer, because they already decided to buy. Ask yourself:

• Could you send a proposal today, or does it take a week?
• Is your pricing written down, or do you make it up each time?
• Do you have packages that scale from a small to a mid-size to an enterprise client?
• Can clients sign and pay online?
• Can you explain, step by step, what happens after they buy, and who they'll hear from?

Lastly, try this test: Have a friend say, "I'm ready to buy. What happens next?" Answer out loud with the price, steps, timeline, and how you'll support them. If you notice yourself hesitating, giving vague pricing or saying "I'll get back to you," it's time to take some action.

Start with one fix

Rate each zone from 1 (smooth) to 3 (losing customers), and start with the zone that scores highest. Pick one fix you can do today, like updating your Google Business Profile or adding a booking link to your bio. Then pick one for this week, like writing down your pricing or asking three customers for reviews. Tell a friend your #1 fix and ask them to text you in a week to see if you did it. A little accountability goes a long way.

If you'd like help finding the friction in your business, reach out at kelly@naloseed.com or visit naloseed.com.