190. I Reviewed 50 Brand Websites — Here Are the Most Common Friction Points Limiting Growth & Conversions

Even the most well-intentioned brands have hidden friction points buried throughout their customer journey — small, avoidable moments that quietly push ideal customers away. In this episode, Sonia Thompson, Inclusive Growth & Customer Experience Strategist, breaks down the most common friction patterns she uncovered while reviewing 50 brand websites across industries, markets, and brand sizes.

You’ll learn how gaps in representation, inclusive language, accessibility, and customer experience create invisible barriers that limit growth, reduce conversions, and weaken customer trust. Sonia shares real examples, surprising insights, and practical takeaways to help you identify (and eliminate) the friction costing your brand valuable engagement, loyalty, and revenue.

If you care about inclusive marketing, customer acquisition, growth marketing, or building a customer experience designed for belonging, this episode will show you exactly where friction hides — and how removing it can transform your results.

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