You need to involve UX more in order to solve this. Gather your requirements like the voice of the customer ( find out more details on why owners are overwhelmed, what steps are confusing, any feedback, reviews, customer support tickets, session recordings like hot jar, analytics, is there a way to view the points where users drop off etc. ), run observational research, watch users try to complete the steps, and then create a task analysis where you note down the User steps / System / Tool, Artifacts, Knowledge / Issues / Others as it currently is.
Then work to try to improve that by considering what knowledge the users need to have in order to complete the task, and see how much of the weight-lifting done by the user can be moved to be performed by the system.
There is no quick path to solve your issue. Before trying to address interaction/usability you need to consider what mental state is the user in when trying to sign up, do they need to start looking for documents on their computer or on their desk, all things should be observed, analyzed, and improved.