How to present analytics on website redesign?

I'm currently redesigning a website from scratch which will replace a new one. Considering that the website is not a e-commerce website, but a website that sells a project, the only conversion metric I have is a request quote form, so I'm unsure on how to measure UX metrics. What would be an ideal framework? Someone asked me to check 3 basic steps (interest, understanding, ready to make a decision) and asking through qualitative research (interviews). I guess time on site, bounce rate (stuff from google analytics) is not actual a good KPI for UX right? Which UX metrics are used for content/marketing websites (not applications) ?