Businesses spend a lot of time trying to prove they’re the best. Most customers aren’t looking for “the best.” They’re looking for the business they understand first.

Your analytics can tell you what happened, your customers can usually tell you why. If you’re only watching dashboards and never pay attention to the question people ask, you’re missing some of the most valuable feedback your business will ever receive.

If your first instinct is to post more on Instagram every time business slows down, you’re not alone. It’s also one of the biggest misconceptions I hear from business owners.

Most websites don’t lose customers because of one major mistake. They lose them because of several small ones that quietly chip away at trust. Here are five I notice almost immediately.