Most business owners never question their website forms—they just copy whatever fields their industry “usually asks for” and hope people will fill them in. The result? Long, stressful forms that feel like paperwork, not a friendly first step. In this episode, Catherine calmly explains why every extra field quietly increases friction and abandonment, and how simpler forms can still qualify leads without scaring them away. In plain language, she walks through the three jobs of a good form: show it’s safe, show it’s short, and show what happens next. Then Leo paints a picture of a soothing form experience: generous spacing, clear labels, helpful microcopy, and a gentle progress story from first click to “thank you” page. Together, they introduce the Artbreeze Quiet Form Checklist you can apply to any enquiry, quote, or booking form in under 30 minutes. By the end, you’ll know exactly what to remove, what to rephrase, and what to add so more visitors feel calm enough to complete the journey to contacting you.