The most important key to converting website visitors into leads is to have what marketers call a "strong call to action" or a particularly convincing offer that asks people to give their contact information (so they become a lead for your business) in exchange for something. People are on your website, viewing your company information, and they are looking for clues as to what they are supposed to do next. A strong call to action is a clear, simple and compelling offer that persuades them to take the action you want.

What always surprises me is how most small business websites don't even have a "call to action". Just having a "Contact Us" form on your website is not very appealing to your website visitors and is barely counts as a call to action. What's in it for them? Not much. So why should they use it? Most people won't. Sure, some people will use it. And the people who do use it will sometimes buy your services since they gave you their contact information in exchange for nothing - just the hope that you will call them and sell them something. But, if you really want to increase your website conversion rate beyond 1% to an above average 4% or 5%, you need a stronger call to action.

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http://blog.hubspot.com/blog/tabid/6307/bid/1369/Expert-Tips-on-Converti...