Keep the exchange clear
State what visitors get, when they get it and what information you need from them.
Use the shortest responsible form
Fewer fields reduce friction, but qualification still matters. Remove fields you do not use rather than following a universal field-count rule.
Design for trust
Explain privacy expectations, avoid exaggerated claims and make the business identity easy to verify.
Connect the workflow
Confirm that submissions arrive in the correct system and that confirmation or follow-up happens reliably.