The problem

Most websites put the burden on the visitor: “Call us,” “Fill a long form,” “Book a meeting.” High intent isn’t always present on first visit, so we lower the friction and guide people into leaving just enough information for a helpful follow‑up.

The approach

Guided quizzes instead of generic forms

• Ask 3–6 tailored questions to segment intent and context
• Use multiple choice and progressive disclosure to keep momentum high
• Always show value for answering (estimate, score, plan, template)

Micro‑commitments that feel natural

• Start with easy, zero‑risk clicks; end with email/phone when they see value
• Prefill where possible (UTM, device, geo) to reduce typing
• Inline validation and autosave to avoid drop‑offs

Clear exchange of value

• Promise a useful outcome: audit summary, estimate, personalized plan
• Set expectations on response time and next step
• Follow up with a short, human email tied to their quiz path

The funnel

1. Landing page with sharp promise and social proof
2. Quiz drawer/modal with 1 question per screen
3. Result screen with value + CTA to share details
4. CRM hand‑off with tags for quiz path and readiness

Outcomes

• Higher submission rate vs generic forms (often 2–4×)
• Better lead quality via segmentation
• Faster, more relevant follow‑ups by sales

Principle: reduce friction early, increase clarity throughout, earn the right to ask for details.