18. May 2026

Why Do Some Businesses Make It So Hard to Buy?

You know what does my head in? Businesses that make buying from them feel like you’re trying to crack the Da Vinci Code.

You go on their website because you want something simple. Maybe a quote, a price, opening times, a phone number, where they are based. Basic stuff.

But no. First you have to fight your way through a homepage full of nonsense like:

“We provide innovative, customer-focused solutions designed to empower your journey.”

What journey? I only wanted to know if you fit bathrooms, sell paper, fix boilers or clean carpets.

Just tell me what you do.

Customers aren’t detectives

People are busy. They’re looking at your website while making a brew, waiting in the car, or pretending to listen to someone talk about their holiday.

They don’t want to hunt for your phone number like it’s buried treasure.

Opening times should be obvious.

Where you are based should be obvious.

What you actually do should be obvious.

And if prices depend on the job, fair enough, but at least give people a rough idea. Nobody wants to ring up thinking it’ll be a few hundred quid and then find out it costs the same as a small wedding.

Stop talking like a LinkedIn robot

Some businesses write like they’ve swallowed a management textbook.

“We leverage bespoke strategies to deliver growth-focused outcomes.”

No you don’t, mate. You sell office chairs.

There’s nothing wrong with sounding professional, but you can still sound human. In fact, sounding human is usually better.

Say what you do. Say who it helps. Say why you’re good at it. Then tell people how to get in touch.

That’s it. No need to dress it up like you’re presenting to the board of Apple.

Social media isn’t much better

Then there’s social media.

Some businesses post once every six months with:

“Sorry we’ve been quiet, we’ve been really busy.”

Brilliant. Thanks for the update, BBC News.

Others just post “WE ARE OPEN” with a blurry photo and expect the phone to melt.

Social media doesn’t need to be complicated. Show your work. Share useful tips. Answer questions people ask all the time. Show the odd behind-the-scenes photo. Remind people you exist before they need you.

Because when they do need you, they’ll remember the business they’ve actually seen, not the one that disappeared online in 2018.

Being good isn’t enough

Here’s the annoying part.

You can be brilliant at what you do, but if nobody can find you, understand what you offer, or work out how to contact you, you’re making life difficult for yourself.

A good business with poor marketing is like a great pub with no sign outside, no lights on, and the landlord whispering “we’re open” from behind a curtain.

People will walk past.

Keep it simple. Be clear. Be visible. Talk like a normal person.

Tell people what you do, show them why you’re good, and make it easy for them to buy from you.

And please, for the love of all things sensible, stop saying “solutions” when you mean “we sell office chairs.”