Calls to action or CTA’s are a vital part of any website. To understand this you need to look at your website and work out on each page what it is you want the visitor to do. It may be a similar action for each page where you want them to pick the phone up or complete an enquiry form. If this is the case you may want to create a few different CTA’s to see which works best. A call to action does not have to be a massive banner, it can simply be found within the text and have a hyperlink to a contact us page for example, but often these can be missed and visitors do not always have the time to read through everything on the page. A great way to test what works in your web design is to use the Google A B testing option where a slightly different version of your website will be displayed randomly and results recorded.