Your website should naturally guide your site visitor to the desired action you want them to take. A website optimized for conversion has a strong SEO strategy, slick and easily navigable design and is peppered with suggestive buttons, mostly referred to as a calls-to-action. The action you want your visitor to take could be filling in a contact form, buying your product, booking your service or scheduling an appointment.
I GUESS WHAT WE'RE TRYING TO SAY IS THAT YOU SHOULD HIT THE FREAKIN' BUTTON