Hierarchy is the design
People scan. The heading, the supporting line, and the button should be the first things they can parse. If everything is bold, nothing is. If the primary action shares the screen with three equal actions, many visitors choose none.
Use the words the visitor would use for the button. “Submit” is weaker than “Request a quote” when that is what will happen. The button should also look like a button, with enough size to tap.
Forms fail in the details
Ask for the fields you will actually use. A required phone number that you never call teaches people to invent one, or to leave. Show errors next to the field, in text, not only in a colour that some people cannot distinguish.
Tell people what happens after they send the form. If a reply takes two working days, say that. A silent success state feels like a broken page.
Measure one change at a time
A redesign that changes the offer, the form, the navigation, and the speed of the page all at once cannot tell you which change mattered. If enquiry rate is the question, instrument the form first, then change one part of the path.
Design can remove friction. It cannot force demand. Treat a higher conversion rate as something to observe, not as a number a design file can guarantee.
This starter guide was written for the Nerix insights library. It should be updated when the advice changes. It is not a client story and it does not report results.