Start with one clear journey
Before designing a page, decide what the visitor needs to understand and what they should do next. An enquiry page needs a different structure from an online store.
Reduce the effort
Keep essential information easy to find. Use descriptive navigation, clear form labels and a visible next step. A short form is useful when it asks for enough information to start a meaningful conversation.
Make the experience consistent
Review the page on a phone as well as a desktop. Keep the important content readable, compress images and test the actual buttons and form journey.