It is perfectly normal for a natural piece of English Willow to have small cracks start to show in the face of your bat. Continous hitting of a hard ball with a piece of natural wood it is inevitable minor damage will occur. This certainly does not mean faulty wood or poor workmanship but the characteristics of natural wear and tear.
With a little care, these may not turn into major problems. If you notice these marks developing in the bat face it is important that you immediately sand down the area which is compressed or cracked. Always sand your bat following the grain and never ever against it. Use a fine sandpaper then apply some bat glue or you can apply a protective facing or some fibreglass tape over the crack to extend the life of the blade.
It may also be advisable to bring your bat into one of our craftsmen to have the cracks repaired professionally.