Conversion – How well does your site convert?  If 100 people visit your site, how many of them pick up the phone and call you?   Calls To Action on each web page make it obvious to visitors what they should do on that page.  If they can call, fill out a form, or request a quote it should be clearly stated on the page what to do.  These are calls to action and they help increase conversion.  Otherwise visitors may hit the back button and do another search then visit another website.