Any element on the page that does this is a "Call-To-Action" and they take many forms - "CALL NOW" "SUBMIT YOUR EMAIL FOR ...." "GET OUR FREE APP" etc. etc. I think this is most important on landing pages,for obvious reasons.
Specifically for LOCAL businesses, how many calls to action should be on the landing page? Should they ALL be above the fold? Should there BE a fold at all? What about trust building tools e.g. a Testimonials widget or the like? What about other layout elements?
What do you all think? Any great examples?