How To Make The Most Of 2026 - Build A Frictionless Website

When writing this piece, I was looking for what doesn’t change in human behaviour and how new technology affects this.

Here are my beliefs in human behaviour that haven’t changed since we started trading seashells as currency:

• I want whatever I’m doing to be as simple as possible for me

• I want whatever I purchased to arrive or work as fast as possible

• I want my privacy protected

• I don’t have the attention span to understand more than one thing at a time

• I want you to tell/show me how your product will make me feel special, with investing as little energy as possible

• I want as much as you can give me for free before I spend money with you

• I will follow the path of least resistance to get what I want

• I am sceptical

Given these beliefs, here is where I believe you should spend your time in the coming year as part 1 of this series:

Make your website as frictionless as possible with low or no-code tools

People are having to spend less effort to get what they want.

Here is the home page of ChatGPT:

• It’s simple

• The cost to use it is nothing - no data exchange or gated content

• It’s personalised to the query you care about

Most websites require people to scroll, read, click and search.

The faster you can deliver value to your customer, the better.

Here is our site - Protocols.

People can give information on our home page and get a personalised program in < 30 seconds.

The only exchange for this is their email address (which we’re working on removing).

They don’t have to think; they just have to answer questions personalised to the goal they want to achieve.

Here is how to do this for your own website:

1. Decide on the most valuable thing you can offer for free and give it to people
   
   Here are a few examples (who are clients or companies we own):
   
   - Services businesses > Free AI agent to interact with that is trained on your IP with no sign-in cost

   

   A free copywriting AI tool for anyone visiting our site

   
   - E-commerce > Discount code generated on visit

   

   A free discount code

   
   - SaaS > Place the most valuable features on your home page that show what your product actually does without asking for anything

   

   Free plan creation

   
   - Franchisor > Build a calculator to see how much money potential franchisors can make by working with you
   
   To find your own version of this, ask yourself the following questions:
   
   > Why do people pay us money?
   > How much of this can we give away?
   > How do we communicate this value so that people try what we’re giving away for free?
   
   Then head over to ChatGPT and use the following prompt:
   
   “Please act as a user acquisition specialist with copywriting and UX skills.
   
   Please analyse my site (insert your site) and distil our value proposition as something we can offer for free to website visitors.
   
   Some examples include calculators, the ChatGPT home page, and discount codes on arrival.
   
   The goal is to offer value to users at no upfront cost to get them to interact with this value prop in the fewest clicks or scrolls.
   
   Please create a prompt I can use to put this into Lovalble for a working prototype.”
   
   Take the output and head over to Lovable to get a mock-up for free.
   
   You can then decide whether to build it or pay a dev to implement it.
   
   Once built you need to make it fast.
   

2. Reduce the total scrolls and clicks to get to this value
   
   Every time someone has to take an action on your site that delays them from getting what they want, you are increasing the chance they will leave.

   
   When page load time increases from 1 second to 3 seconds, the probability of bounce increases 32%. 
   
   To find out how your site is performing, do the following:
   
   > Head to Google Page Speed Insights
   > Grab the output from this report by using a Go Full Page Chrome Extension and download the report
   > Go to ChatGPT and use the following prompt:
   
   “Can you please analyse the issues on this page speed insights screenshot and create a JD for me to hire someone off of Upwork to have them fix this”
   
   > Take the JD and post it to Upwork to

   

   JD for the issues with your site

If you nail these two things in 2026 with your digital presence, you’ll be way ahead of the pack (If you need a hand, give us a holler).

I’ll be back next week with how to get people to buy from the platform they’re shopping on.

Connecting Dots

I pitched Gravy to a local VC firm today, and they shut me down emphatically.

Not in a mean way - it's just that where we're at, at the moment, is not interesting to them.

So we'll need to raise from Angel investors and/or high-net-worth peeps instead.

But because angels are more comfortable with you fixing the problem in front of your nose rather than solving the world like VCs expect.

We can reset and aim for something more tangible, more achievable.

It reminded me of something I haven't done for a while.

Whenever a goal seems too big, sometimes the best thing to do is make it smaller until it isn't.

Here is an example from one of Kale’s goals:

• Kale gets asked for a lot of help from multiple people in New Zealand & Aussie, but the questions are often the same - he wants to help as many people as possible, but only has 2 hours a week

• He built a weekly newsletter to serve these people and answer the same questions people often ask him

• He wanted a co-founder who could write about the themes behind business, as opposed to the tactical questions he often gets

• He found me (Rhys)

• Both agreed to commit to writing one piece of content each week

• Each week, they set aside an hour for writing

• They publish the newsletter every Friday

And you can go as granular as you like, down to 1 unit, 1 day or even literally $1 at a time.

Like a wise person once said to me in a moment of headiness, "all you need to do is keep connecting those dots".