diff --git a/app/(pages)/trade/page.tsx b/app/(pages)/trade/page.tsx
index 82c080a..2884568 100644
--- a/app/(pages)/trade/page.tsx
+++ b/app/(pages)/trade/page.tsx
@@ -8,7 +8,7 @@ import { BUSINESS_EMAIL } from "@/lib/site";
 export const metadata: Metadata = {
   title: "Trade & Wholesale",
   description:
-    "Stock Deep Dive Brewing Co beer at your bar, restaurant, hotel, or retail location. Submit a trade inquiry for Saba, Sint Maarten / Saint Martin, and nearby islands.",
+    "Carry island-brewed Deep Dive beer at your bar, restaurant, hotel, or shop. We supply trade accounts on Saba, Sint Maarten / Saint Martin, and nearby islands.",
   keywords: [
     "Deep Dive Brewing wholesale",
     "trade inquiry Saba",
@@ -22,7 +22,7 @@ export const metadata: Metadata = {
   openGraph: {
     title: "Trade & Wholesale | Deep Dive Brewing Co",
     description:
-      "Stock Deep Dive Brewing Co beer at your bar, restaurant, hotel, or retail location. Submit a trade inquiry.",
+      "Carry island-brewed Deep Dive beer at your bar, restaurant, hotel, or shop. We supply trade accounts on Saba, Sint Maarten / Saint Martin, and nearby islands.",
     url: "/trade",
     images: [
       {
@@ -37,7 +37,7 @@ export const metadata: Metadata = {
     card: "summary_large_image",
     title: "Trade & Wholesale | Deep Dive Brewing Co",
     description:
-      "Stock Deep Dive Brewing Co beer at your bar, restaurant, hotel, or retail location. Submit a trade inquiry.",
+      "Carry island-brewed Deep Dive beer at your bar, restaurant, hotel, or shop. We supply trade accounts on Saba, Sint Maarten / Saint Martin, and nearby islands.",
     images: ["/photos/og-default.jpg"],
   },
 };
@@ -58,24 +58,24 @@ export default function TradePage() {
           Trade & Wholesale
         </h1>
         <p className="mt-3 max-w-180 text-muted-foreground">
-          Interested in carrying Deep Dive Brewing Co at your bar, restaurant,
-          hotel, or retail location? We partner with accounts across Saba,
-          Sint Maarten / Saint Martin, and the surrounding islands.
+          We brew on Saba and work with bars, restaurants, hotels, shops, and
+          distributors across Saba, Sint Maarten / Saint Martin, and nearby
+          islands. Tell us about your business and we&apos;ll take it from there.
         </p>
       </div>
 
       <section className="mb-12 rounded-lg border border-stone bg-stone/20 p-5">
         <h2 className="text-lg font-semibold text-ink">What to expect</h2>
         <ul className="mt-3 list-disc space-y-2 pl-5 text-sm text-muted-foreground">
-          <li>Core and seasonal beers in keg and can formats where available.</li>
-          <li>Reliable supply from our Saba brewery.</li>
-          <li>Local delivery on Saba and shipping coordination to SXM.</li>
-          <li>Marketing support, staff notes, and tap handle assets on request.</li>
+          <li>Core and seasonal beers in kegs and cans, where available.</li>
+          <li>Steady supply from our brewery on Saba.</li>
+          <li>Local delivery on Saba and coordinated shipping to SXM.</li>
+          <li>Marketing support, staff notes, and tap handles on request.</li>
         </ul>
       </section>
 
       <section className="rounded-lg border border-stone bg-paper p-6 md:p-8">
-        <h2 className="mb-6 text-2xl font-bold tracking-tight">Get in Touch</h2>
+        <h2 className="mb-6 text-2xl font-bold tracking-tight">Send an inquiry</h2>
         <TradeInquiryForm />
       </section>
 
diff --git a/app/api/trade-inquiry/route.ts b/app/api/trade-inquiry/route.ts
index e1bee3c..ce6fe17 100644
--- a/app/api/trade-inquiry/route.ts
+++ b/app/api/trade-inquiry/route.ts
@@ -59,7 +59,7 @@ export async function POST(req: NextRequest) {
   } catch (error) {
     logError("trade_inquiry.unexpected", error, { requestId });
     return NextResponse.json(
-      { ok: false, error: "Failed to submit inquiry." },
+      { ok: false, error: "Something went wrong on our end. Please try again." },
       { status: 500 }
     );
   }
diff --git a/components/trade-inquiry-form.tsx b/components/trade-inquiry-form.tsx
index dd60466..7a9e416 100644
--- a/components/trade-inquiry-form.tsx
+++ b/components/trade-inquiry-form.tsx
@@ -59,7 +59,7 @@ export function TradeInquiryForm() {
       const data = (await res.json()) as { ok?: boolean; error?: string };
 
       if (!res.ok || !data.ok) {
-        throw new Error(data.error || "Submit failed");
+        throw new Error(data.error || "Something went wrong. Please try again.");
       }
 
       setStatus("success");
@@ -99,9 +99,9 @@ export function TradeInquiryForm() {
         aria-live="polite"
         className="rounded-lg border border-moss/30 bg-moss/5 p-8 text-center outline-none focus-visible:ring-2 focus-visible:ring-moss/50"
       >
-        <p className="font-semibold text-ink">Thank you for your inquiry.</p>
+        <p className="font-semibold text-ink">Thanks for reaching out.</p>
         <p className="mt-2 text-sm text-muted-foreground">
-          We&apos;ll be in touch soon.
+          Your inquiry is in our inbox. The Deep Dive team will follow up.
         </p>
       </div>
     );
@@ -125,7 +125,7 @@ export function TradeInquiryForm() {
 
       <div className="grid gap-6 sm:grid-cols-2">
         <FormField
-          label="Business Name"
+          label="Business name"
           name="businessName"
           autoComplete="organization"
           value={formData.businessName}
@@ -133,7 +133,7 @@ export function TradeInquiryForm() {
           required
         />
         <FormField
-          label="Contact Name"
+          label="Your name"
           name="contactName"
           autoComplete="name"
           value={formData.contactName}
@@ -150,7 +150,7 @@ export function TradeInquiryForm() {
           required
         />
         <FormField
-          label="Phone / WhatsApp"
+          label="Phone / WhatsApp (optional)"
           name="phoneOrWhatsapp"
           type="tel"
           autoComplete="tel"
@@ -161,7 +161,7 @@ export function TradeInquiryForm() {
 
       <div>
         <label htmlFor="venueType" className="mb-2 block text-sm font-medium text-ink">
-          Venue Type
+          Business type
           <span aria-hidden="true" className="text-ember"> *</span>
         </label>
         <select
@@ -172,7 +172,7 @@ export function TradeInquiryForm() {
           required
           className="min-h-[44px] w-full rounded-md border border-stone bg-paper px-3 py-2 text-sm text-ink outline-none focus:ring-2 focus:ring-ocean/50"
         >
-          <option value="">Select type...</option>
+          <option value="">Choose one...</option>
           {venueTypes.map((type) => (
             <option key={type} value={type.toLowerCase()}>
               {type}
@@ -183,7 +183,7 @@ export function TradeInquiryForm() {
 
       <div>
         <label htmlFor="message" className="mb-2 block text-sm font-medium text-ink">
-          Message
+          Message (optional)
         </label>
         <textarea
           id="message"
@@ -211,7 +211,7 @@ export function TradeInquiryForm() {
       </div>
 
       <Button type="submit" disabled={status === "submitting"} className="h-11 min-h-[44px] px-6">
-        {status === "submitting" ? "Sending..." : "Submit Inquiry"}
+        {status === "submitting" ? "Sending..." : "Send inquiry"}
       </Button>
     </form>
   );
diff --git a/docs/admin/trade-inquiries.md b/docs/admin/trade-inquiries.md
index 6e19afa..cb3ad2b 100644
--- a/docs/admin/trade-inquiries.md
+++ b/docs/admin/trade-inquiries.md
@@ -16,11 +16,11 @@ The form asks for the following information:
 
 | Field | Required | Notes |
 |---|---|---|
-| **Business Name** | Yes | The bar, restaurant, hotel, retail store, or distributor. |
-| **Contact Name** | Yes | The person requesting the trade partnership. |
+| **Business name** | Yes | The bar, restaurant, hotel, retail store, or distributor. |
+| **Your name** | Yes | The person requesting the trade partnership. |
 | **Email** | Yes | Used as the reply-to address. |
 | **Phone / WhatsApp** | No | Optional contact number. |
-| **Venue Type** | Yes | One of: Bar, Restaurant, Hotel, Retail, Distributor, Other. |
+| **Business type** | Yes | One of: Bar, Restaurant, Hotel, Retail, Distributor, Other. |
 | **Message** | No | Any extra details the submitter wants to share. |
 
 There is also a hidden honeypot field named `website`. Humans never see it. If it is filled, the submission is treated as spam and silently discarded.
diff --git a/lib/trade-leads-common.ts b/lib/trade-leads-common.ts
index e22916c..4fc9224 100644
--- a/lib/trade-leads-common.ts
+++ b/lib/trade-leads-common.ts
@@ -29,13 +29,27 @@ export const TRADE_LEAD_FIELD_LIMITS = {
   message: 4000,
 } as const;
 
-export function tradeLeadFieldTooLong(input: TradeLeadInput): string | null {
+export function tradeLeadFieldTooLong(
+  input: TradeLeadInput
+): keyof TradeLeadInput | null {
   for (const [field, max] of Object.entries(TRADE_LEAD_FIELD_LIMITS)) {
-    if (input[field as keyof TradeLeadInput].length > max) return field;
+    if (input[field as keyof TradeLeadInput].length > max)
+      return field as keyof TradeLeadInput;
   }
   return null;
 }
 
+// Customer-facing names for validation messages — the raw API field keys
+// (camelCase) must never reach the submitter.
+const TRADE_LEAD_FIELD_LABELS: Record<keyof TradeLeadInput, string> = {
+  businessName: "business name",
+  contactName: "contact name",
+  email: "email",
+  phoneOrWhatsapp: "phone/WhatsApp",
+  venueType: "business type",
+  message: "message",
+};
+
 // --- Retention (owner policy, #59) ---
 // Trade inquiries are retained for up to 24 months after the last meaningful
 // activity, absent a legitimate business/legal/accounting/dispute/security
@@ -170,8 +184,7 @@ export async function handleTradeInquiry(
       status: 400,
       body: {
         ok: false,
-        error:
-          "Missing required fields: businessName, contactName, email, venueType.",
+        error: "Please fill in all required fields.",
       },
     };
   }
@@ -187,7 +200,10 @@ export async function handleTradeInquiry(
   if (oversized) {
     return {
       status: 400,
-      body: { ok: false, error: `Field exceeds maximum length: ${oversized}.` },
+      body: {
+        ok: false,
+        error: `Please shorten the ${TRADE_LEAD_FIELD_LABELS[oversized]} field.`,
+      },
     };
   }
 
@@ -222,7 +238,10 @@ export async function handleTradeInquiry(
     // trade_inquiry.persistence_failed — respond generically.
     return {
       status: 500,
-      body: { ok: false, error: "Failed to submit inquiry." },
+      body: {
+        ok: false,
+        error: "Something went wrong on our end. Please try again.",
+      },
     };
   }
 
diff --git a/smoke-tests/accessibility.spec.ts b/smoke-tests/accessibility.spec.ts
index d2d2d16..c0be278 100644
--- a/smoke-tests/accessibility.spec.ts
+++ b/smoke-tests/accessibility.spec.ts
@@ -182,22 +182,22 @@ test("trade form exposes labels, autocomplete, and required state", async ({
 }) => {
   await page.goto("/trade");
 
-  await expect(page.getByLabel("Business Name")).toHaveAttribute(
+  await expect(page.getByLabel("Business name")).toHaveAttribute(
     "autocomplete",
     "organization"
   );
-  await expect(page.getByLabel("Contact Name")).toHaveAttribute(
+  await expect(page.getByLabel("Your name")).toHaveAttribute(
     "autocomplete",
     "name"
   );
   const email = page.getByLabel("Email");
   await expect(email).toHaveAttribute("autocomplete", "email");
   await expect(email).toHaveAttribute("required", "");
-  await expect(page.getByLabel("Phone / WhatsApp")).toHaveAttribute(
+  await expect(page.getByLabel("Phone / WhatsApp (optional)")).toHaveAttribute(
     "autocomplete",
     "tel"
   );
-  await expect(page.getByLabel("Venue Type")).toHaveAttribute("required", "");
+  await expect(page.getByLabel("Business type")).toHaveAttribute("required", "");
 
   // The honeypot field exists but is unreachable by keyboard and hidden
   // from assistive technology (sr-only keeps a clipped 1px box, so assert
@@ -222,11 +222,11 @@ test("trade form announces submission errors in a status region", async ({
   );
   await page.goto("/trade");
 
-  await page.getByLabel("Business Name").fill("Smoke Test Tavern");
-  await page.getByLabel("Contact Name").fill("Tester");
+  await page.getByLabel("Business name").fill("Smoke Test Tavern");
+  await page.getByLabel("Your name").fill("Tester");
   await page.getByLabel("Email").fill("tester@example.com");
-  await page.getByLabel("Venue Type").selectOption("bar");
-  await page.getByRole("button", { name: "Submit Inquiry" }).click();
+  await page.getByLabel("Business type").selectOption("bar");
+  await page.getByRole("button", { name: "Send inquiry" }).click();
 
   const statusRegion = page.getByRole("status");
   await expect(statusRegion).toContainText("Failed to submit inquiry.");
diff --git a/smoke-tests/analytics.spec.ts b/smoke-tests/analytics.spec.ts
index f149e28..bc9ed0b 100644
--- a/smoke-tests/analytics.spec.ts
+++ b/smoke-tests/analytics.spec.ts
@@ -307,13 +307,16 @@ test("trade inquiry success fires only after a successful server response", asyn
   );
   await page.goto("/trade");
 
-  await page.getByLabel(/Business Name/).fill("Audit Test Co");
-  await page.getByLabel(/Contact Name/).fill("Test Person");
+  await page.getByLabel(/Business name/).fill("Audit Test Co");
+  await page.getByLabel(/Your name/).fill("Test Person");
   await page.getByLabel(/Email/).fill("audit-pii-check@example.com");
-  await page.getByLabel(/Venue Type/).selectOption("bar");
-  await page.getByRole("button", { name: "Submit Inquiry" }).click();
+  await page.getByLabel(/Business type/).selectOption("bar");
+  await page.getByRole("button", { name: "Send inquiry" }).click();
 
-  await expect(page.getByText(/inquiry/i).first()).toBeVisible();
+  // The success state replaces the form and confirms follow-up.
+  await expect(
+    page.getByRole("status").filter({ hasText: /follow up/i })
+  ).toBeVisible();
   await waitForEvents(page, "trade_form_start", 1);
   await waitForEvents(page, "trade_form_success", 1);
   expect(events(await getDataLayer(page), "trade_form_error")).toHaveLength(0);
@@ -334,12 +337,12 @@ test("trade inquiry failure does not fire success and sends no form PII", async
   );
   await page.goto("/trade");
 
-  await page.getByLabel(/Business Name/).fill("Audit Test Co");
-  await page.getByLabel(/Contact Name/).fill("Test Person");
+  await page.getByLabel(/Business name/).fill("Audit Test Co");
+  await page.getByLabel(/Your name/).fill("Test Person");
   await page.getByLabel(/Email/).fill("audit-pii-check@example.com");
-  await page.getByLabel(/Venue Type/).selectOption("bar");
+  await page.getByLabel(/Business type/).selectOption("bar");
   await page.getByLabel(/Message/).fill("secret business details here");
-  await page.getByRole("button", { name: "Submit Inquiry" }).click();
+  await page.getByRole("button", { name: "Send inquiry" }).click();
 
   await expect(page.getByRole("status").first()).toBeVisible();
   await waitForEvents(page, "trade_form_error", 1);
diff --git a/smoke-tests/smoke.spec.ts b/smoke-tests/smoke.spec.ts
index d4d2cac..d795bdd 100644
--- a/smoke-tests/smoke.spec.ts
+++ b/smoke-tests/smoke.spec.ts
@@ -64,15 +64,15 @@ test("trade page renders the inquiry form", async ({ page }) => {
   await expect(
     page.getByRole("heading", { name: "What to expect" })
   ).toBeVisible();
-  await expect(page.getByLabel("Business Name")).toBeVisible();
-  await expect(page.getByLabel("Contact Name")).toBeVisible();
+  await expect(page.getByLabel("Business name")).toBeVisible();
+  await expect(page.getByLabel("Your name")).toBeVisible();
   await expect(page.getByLabel("Email")).toBeVisible();
-  await expect(page.getByLabel("Message")).toBeVisible();
+  await expect(page.getByLabel("Message (optional)")).toBeVisible();
   await expect(
-    page.getByRole("button", { name: "Submit Inquiry" })
+    page.getByRole("button", { name: "Send inquiry" })
   ).toBeEnabled();
   // Client-side interactivity works without touching the real API.
-  const businessName = page.getByLabel("Business Name");
+  const businessName = page.getByLabel("Business name");
   await businessName.fill("Smoke Test Tavern");
   await expect(businessName).toHaveValue("Smoke Test Tavern");
 });
diff --git a/tests/lib/trade-leads.test.ts b/tests/lib/trade-leads.test.ts
index fbf0ade..e1b2ea5 100644
--- a/tests/lib/trade-leads.test.ts
+++ b/tests/lib/trade-leads.test.ts
@@ -262,7 +262,7 @@ describe("handleTradeInquiry", () => {
       deps
     );
     assert.strictEqual(result.status, 400);
-    assert.match(result.body.error ?? "", /Missing required fields/);
+    assert.match(result.body.error ?? "", /required fields/);
     assert.deepStrictEqual(calls, []);
   });
 
@@ -274,7 +274,7 @@ describe("handleTradeInquiry", () => {
       deps
     );
     assert.strictEqual(result.status, 400);
-    assert.match(result.body.error ?? "", /Missing required fields/);
+    assert.match(result.body.error ?? "", /required fields/);
     assert.deepStrictEqual(calls, []);
   });
 
@@ -286,7 +286,12 @@ describe("handleTradeInquiry", () => {
       deps
     );
     assert.strictEqual(result.status, 400);
-    assert.match(result.body.error ?? "", /Field exceeds maximum length: email/);
+    // The customer-facing message names the field by its form label, never
+    // the camelCase API key.
+    assert.strictEqual(
+      result.body.error,
+      "Please shorten the email field."
+    );
     assert.deepStrictEqual(calls, []);
   });
 
@@ -336,7 +341,10 @@ describe("handleTradeInquiry", () => {
     const result = await handleTradeInquiry(body, context, deps);
     assert.deepStrictEqual(result, {
       status: 500,
-      body: { ok: false, error: "Failed to submit inquiry." },
+      body: {
+        ok: false,
+        error: "Something went wrong on our end. Please try again.",
+      },
     });
   });