We all quickly discovered that posting e-mail addresses on our websites made them the target for spam. This ushered in the contact form. Contact forms historically were filled out by sales people who built a relationship to the point where the potential customer would give them the information. Web designers hoped that they could force users to fill out the forms by blocking access to the website until that was accomplished. This worked the first time. Users quit filling out forms when they discovered that giving out their e-mail only made them a target for spam. The impersonal nature of the contact form and the lack of actual response by the company was to blame. This brings us to where we are today. Clicking on “CONTACT US” brings up the “HTTP/1.1 New Session Failed” error. Companies do not bother to even fix the website functionality. What went wrong with the contact form? The answer is embedded in the name. Potential customers make inquiries. Salesmen fill out contact forms. An inquiry is actually a question. Questions are one of the best indications of buying interest. In this COVID 19 era is is better to replace “CONTACT US” button with an “MAKE AN INQUIRY” button. Educate your sales people to build a relationship by trading timely response to questions asked for contact information. This is the best time to train your sale staff in remote selling. (they cannot visit in person) Yes web developers, cookies can be used to send answers to the questioner the next time they log in without pressuring them to give out their e-mail upfront. Trust takes some time and effort to rebuild. A “BUY NOW” button to replace the “CONTACT US” button only applies if you want to to do the massive investment needed to take on web players like Mc Master.