A website lacking a call to action is a joke with no punchline. Too often I see advisors rely on a small “contact” tab as the only way for visitors to get in touch. A contact form with a call to action, such as a “free consultation” offer or other complimentary service, is a convenient way for visitors to express their interest. A call to action should be prominent and to the point. It should include a verb, personal language and urgency to maximize results.