Customer journeys
Follow the route from interest to inquiry.
Review your website as a prospective customer and identify where the next step becomes unclear.
Choose an important entry page and approach it with a specific customer question. Read the offer, follow the suggested action and note every moment that requires a guess.
Check whether the form asks for information the visitor can realistically provide. An early inquiry may not need the same detail as a formal project intake.
Then look beyond the submit button. A useful confirmation explains what happens next, and the inquiry needs to arrive with the person responsible for responding.