Most sites do not lose people on the homepage hero. They lose them on the path to contact: the moment someone is ready, and the site makes them work for it. After a decade of following that journey, the failure points look the same again and again.

The ask is hard to find

If Get a quote or Call us is buried, competing with five other buttons, or missing on mobile, intent dies. One clear primary action beats a row of equal-looking links.

The form asks for too much

Long forms feel like admin. Ask for what you need to respond. Everything else can wait until you are in conversation.

Trust arrives too late

Reviews and work proof often sit on a separate page. Place short proof next to the form or call button. People decide at the point of asking, not after a scavenger hunt.

Mobile breaks the path

Sticky bars covering buttons, tap targets too small, phone numbers that are not tappable. These are not edge cases. They are where enquiries go to die.

Fix the path, then measure it

Track form starts and completions. If people open contact and leave empty, the design is the problem. Forma builds enquiry paths that are obvious, short, and backed by analytics from day one.