What was broken
The senior partner at Northwind suggested we meet at seven in the morning so she could get through the contact-form inbox before the calendar started. We took her up on it and watched her work.
There were thirty-one new inquiries from the long weekend. Most of them said something like 'I have a legal question' or 'I'm thinking about my options.' She was looking for three pieces of information that decided which partner picked up the matter: what kind of case it was, which state it was in, and what the dispute was likely worth. The form hadn't asked for any of those.
She told us she did this every morning. Two of every three inquiries she flagged as worth pursuing eventually turned into a discovery call the firm never got to bill for.