Start with the page a customer actually lands on
Pull the top landing pages from your analytics or Search Console. Open each on your phone and look for the service, the area you cover and the next step. A visitor who arrives on a blog post about a leaking roof should be able to find the relevant repair service without working their way back through your homepage.
Put proof beside the decision
Add a real example where someone is deciding whether to call. For a trades business, that might be a project photo with the job type and a short description of the work. For a consultant, it might be a case study explaining what was delivered. Put the next step beside the example.
Follow one enquiry all the way through
Submit the form from a phone using an email address you can monitor. Check what the visitor sees, who receives the alert, and what happens when the usual recipient is away. Measure completed enquiries alongside clicks. If people open the form and few finish it, review required fields and validation before buying more traffic.