From the company's perspective, it makes sense: the website should generate inquiries, so the contact is presented as early as possible.
But at that stage, the visitor isn't necessarily ready for a conversation yet. They're checking whether they've landed in the right place. Does this company work with their type of problem? Do they understand their situation? Do they seem credible enough? Is it worth reading further?
Until these questions are answered, "contact us" is often too quick a next step.
"Contact us" isn't a bad call to action
The problem isn't the button itself. "Contact us" or "Let's talk" can be a perfectly appropriate next step when a person already has enough context.
The problem is that contact is often offered too early—after the first screen, the visitor may still not know whether the service is relevant to them.
They haven't yet seen what situations you solve, what clients you work with, what your experience is based on, and what the next steps in the process would look like.
In such a situation, "contact us" often appears too early—before a clear reason to get in touch has emerged.
The visitor is looking for a reason first, not a form
Before leaving their contact details, a person needs to answer several questions for themselves:
Does this company understand my situation? Are they talking about my problem? Does the solution fit my business size? Do they have experience with similar projects? Is it worth starting a conversation with them specifically?
If the website doesn't answer these questions, a contact form won't help. That's why after the first screen, it's often more valuable to show not another call to contact, but information that helps the person decide: in what situations you help, what problems you solve, what clients you work with, what the process looks like, and what examples you can provide to back up your experience.
Contact should appear not in place of an argument, but after it.
The first screen alone is usually not enough to make a decision
The first screen can stop a person and show direction. It can say who the company helps, what problem it solves, or what value it creates.
But one promise is usually not enough for a person to be ready to get in touch.
Especially in B2B, where decisions are more expensive, longer, and riskier. Before making contact, a person wants to understand more: how you work, what type of projects you do, what situations you solve, how you differ from others, and whether it's worth including you in their shortlist.
If you immediately show "Contact us" after the first screen, you often miss the opportunity to build trust before asking for action.
What to show instead of an early "Contact us"?
After the first screen, it's important to answer the question: what does the visitor need to understand next?
Instead of a "Contact us" button, the argument should continue as to why it's worth moving forward for the visitor.
The specific solution depends on the industry, but the principle is the same: before asking for contact, the website needs to provide more clarity, trust, or relevance.
Contact should be a logical part of the journey, not the first request
A good website helps the visitor make sense of things.
A person needs to understand whether you're talking about their situation, what problems you solve, why you can be trusted, and what the logical next step would be.
Only then does "Contact us" start working as a natural choice, rather than a premature request.
What's worth checking on your website?
Review your main page through the visitor's eyes:
After the first screen, does a person get more clarity, or do you immediately ask for contact?
Does the website explain what situations your service is suitable for?
Can the visitor understand why it's worth talking to you specifically?
Does the page show examples, process, experience, or specific problems?
Do you have intermediate steps for those who aren't ready to get in touch yet?
Does the contact form appear when a person already has enough reasons to act?
If after the beginning of the page the only next step is "Contact us," chances are that some visitors simply leave because the website asked for a big commitment too quickly.