Crypto talks endlessly about onboarding the next billion users, and the ones after that. Exchanges publish research about payments, yield, and tokenized assets bringing in the masses. Founders pitch “financial infrastructure for everyone.” Then you actually try to find or understand most projects as a normal person and the gap is glaring. The SEO is often terrible. A lot of sites are one-page marketing landings or JavaScript-heavy dApps that render as empty shells to crawlers. Content that should rank for “how does this work,” “is this safe,” or “what problem does this solve” sits behind wallet connects or doesn’t exist as proper pages at all. Google treats crypto as YMYL (Your Money or Your Life), so it already demands high trust signals—anonymous teams and thin, jargon-filled pages make that harder. Paid ads are heavily restricted, which makes organic search one of the few scalable channels… and yet a huge number of projects treat it as an afterthought. The result: the people searching “how to earn yield safely” or “best way to send money abroad cheaply” mostly find exchanges, scams, or outdated explainers instead of the actual protocols claiming to serve them. The explanations are even worse. Insiders suffer from the classic curse of knowledge. What feels obvious (“it’s just a shared ledger + smart contracts”) is opaque to almost everyone else. Surveys consistently show large numbers of people can’t name a single clear benefit or risk. Landing pages and docs default to tokenomics, L2s, intents, restaking, and liquidity pools without translating any of it into something a regular person cares about: lower fees, faster settlement, ownership of their own money, or access they didn’t have before. There is a huge storytelling problem. Features and charts instead of clear “here’s why this matters to you and how it works in plain English.” The industry wants retail and the next billion. The websites and messaging are still mostly built for people who already live on Crypto Twitter. Until that changes, a lot of the “onboarding” talk stays aspirational. The technical rails can scale; the discoverability and clarity haven’t caught up. Let’s not even talk about the constant stream of hacks and security incidents. The kind that wipe out funds, erode trust overnight, and make the average person wonder why they’d ever risk putting real money into something that still feels this fragile. We are never going to get there if everytime someone onboards to crypto their funds disappear in less than a month.

@Verdict_Finance is also going to be solving this problem. I gotta say I trust a crypto first company more than the S&P on this one :-)

The £100k tax trap disincentivises working harder. And according to HMRC, one in five businesses close to £90,000 in revenue admit trying to work less as it becomes less worth it once you hit the VAT threshold.