Start with the question your customer is asking

Most visitors are not thinking about your navigation, your platform or your design system. They are asking whether you can help them and whether they can trust you.

The first screen should answer that question before asking the visitor to learn how the company is organised.

Make the next step feel safe

A contact button is not enough. Tell people what you want them to share, who will read it and when they can expect a reply.

  • Use one main call to action.
  • Keep the first form short.
  • Do not ask for a budget before the conversation has begun.

Speed and mobile use are part of the experience

Many customers will meet the business on a phone. If the page is slow, the type is cramped or the form is difficult to use, the design is not doing its job.