Adapting the structure.
FOR A SERVICE ENQUIRY
What the service is Who it suits What it costs, roughly Evidence How to get in touch
FOR A PRODUCT
Images Specifications Price Delivery How to buy
FOR AN EVENT
What, when, where Who it is for What it costs How to register
FOR A DOWNLOAD OR SIGNUP
What they get Why it is useful A single field
FOR A QUOTE REQUEST
What information you need and why What happens after How long it takes
THAT LAST POINT
Telling someone what happens after they submit reduces hesitation substantially.
WHAT ALL OF THEM NEED
One clear action Evidence you are real Mobile usability
WHAT TO ADAPT
Length. A simple signup needs a short page. A considered purchase needs more.
