Original working note prepared for this website.
Start with the decision, not the button.
A visitor deciding whether to inquire is also deciding whether you understand their problem. Before changing button colors, examine the promise, evidence and next step around it.
Ask three questions.
Can a prospect describe what you do after reading the first screen? Can they see why it is relevant to their situation? Do they understand what happens after they contact you? A weak answer points to a positioning or experience problem.
Make evidence proportionate to the claim.
Show actual deliverables and explain decisions. Label conceptual work clearly. If results are unavailable, describe what was built and why without implying a measured improvement.
Reduce uncertainty at the next step.
Explain what information you need, how it will be used and how the conversation begins. Ask only for the details required to assess the project. Trust grows when the experience matches the promise.