Lead Generation
Lead generation is a path
Forms, routing, and follow-up are design problems. They deserve the same standard as the homepage.
A lead is not a field in a spreadsheet. It is a person who has just decided the company might be worth their time. The path they walk — offer, questions, confirmation, next conversation — is part of the brand.
MelGroup designs lead generation as a path: Project Fit, landing experiences, CRM handoff. The same art direction that opens the site should still be present when someone says they are ready.
If the homepage is cinematic and the form is an afterthought, the company has already contradicted itself.