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Choosing the right CMS for what you are selling is really important too. You don't want to get half way in and then decide that you want to change your CMS because if done wrong, could be like starting from square one.
I would have a look at e-commerce CMS' like Shopify, Bigcommerce or...
If anything having two pages that rank for the same keyword will increase the CTRs to you site.
However if you did want to only have one of your main pages ranking for that keywords then you would have to de-optimise one of your pages by simply targeting a different keyword. Using Google...
I work for a big SEO in agency in London and to be honest we never really get any of our clients in from online forms. They are usually referrals from either clients that are already spending in other marketing disciplines or through contacts of people within the department that know people in...