Your call to action (CTA) instructs a visitor to take a specific action. So, write a simple, clear phrase that tells your visitors exactly what you want them to do, like “Call Now for a Free Quote.”

Position your primary call to action at the top of the page so it’s one of the first things a visitor sees. Because your call to action is a component of your conversion path, you’ll want to incorporate it seamlessly with your phone number or other method, so these elements work together to clearly direct your prospects to contact you.

The area of your website that a visitor sees without having to scroll is known as the area “above the fold.” Having key information, like your contact information, location, or service area, front and center for every visitor means they don’t have search for the information they need from you and enables them to quickly and easily find a way to convert. In fact, research shows that only 22%1 of consumers scroll to the bottom of a page — that’s almost 80% of your visitors who are missing key information if you put it below the fold.

Move your phone number, call to action, and fundamental details about your business and offers above the page fold. Make sure it looks good in every browser — not just in Internet Explorer, but in others like Google Chrome, Mozilla Firefox, and Apple Safari — as well as on various sized screens, so every visitor has an optimal experience.

Adding a form for visitors to contact your business, request a quote or appointment, or download educational content is a great way to capture leads from site visitors. Many site visitors may not be able to call because they’re at work, so this helps you capture leads from people who don’t want to call. But, the longer your form, the more friction you add to the conversion process. A Marketo study confirmed that a 5-field form received higher conversion rates than longer forms³.

Only include as many fields on your form as you need to qualify and contact the lead, such as their name, email address, and phone number. Design your form to flow from top-to-bottom, not side-to-side, and use a soft call to action on your submit button, like “Continue,” instead of a strong statement like “Join Now.” This implies less commitment to the visitor, so they are more likely to follow through with submitting the form.

Displaying your business logo, customer testimonials, press quotes, and badges from industry accreditations, trade associations, and local awards or memberships on your landing page establishes brand credibility. In addition, authentic photos and videos of yourbusiness and employees can instill confidence in potential customers and encourage them to do business with you. In fact, video and pictures of your business differentiates you and showcases what you do. Plus, video can lengthen a visitor’s time on your page and increase their likelihood to convert⁴.

Use real photos of your employees, products, or services, rather than generic stock photography, or shoot a video that brings your business to life, such as a tour of your business or a demonstration of a popular product. In addition, highlight key trust indicators, like customer testimonials, badges, and awards, on the footer or sidebar of your landing page, and hyperlink them to another page on your site where visitors can get additional details.