In today’s digital landscape, starting an online business is more accessible than ever. With AI-driven tools and modern platforms, you can launch a website, CRM, or ad campaign in days, not months. There is also no shortage of business ideas, which has fueled entrepreneurship across every industry.

Many founders make their first sales through friends and family. That initial traction feels validating, but it often hides a hard truth.

Soon after, growth stalls.

To break through, small businesses turn to marketing, most commonly digital marketing such as SEO and paid search. This is where reality sets in.

?? Getting clicks does not mean you are truly “in business.”

?? The Real Challenge: The User Journey

The real challenge is not traffic. It is the user journey.

You are now asking a complete stranger to:

• Trust your brand
• Understand your offer
• Believe you are credible
• Take action with their money or personal information

Friends and family trust you by default. Digital prospects do not.

Winning them requires a deliberate focus on trust, clarity, and user experience (UX).

Wisam Abdulaziz is the President of Search Engine People, one of Canada’s leading digital marketing agencies. With over two decades of experience in SEO, paid media, and digital strategy, Wisam helps brands stay ahead in a rapidly evolving search landscape. His passion lies in leveraging AI, GEO, and AEO to drive measurable growth. When he’s not leading teams or optimizing campaigns, he’s exploring how emerging technologies like LLMs and generative search are reshaping the future of discovery.