Let’s look at a hypothetical: Law Firm A’s website is getting 600 visitors a month. Their contact page gets a few visits here and there, and they get one or two form submissions a month with contact info to add to their emailing lists. Law Firm B’s website is getting just 300 visitors a month. Their contact page also gets a few visits here and there, but they collect around 25 emails a month across their site. While Law Firm A may get more traffic to their site, it’s actually Law Firm B that is doing a better job converting those visitors into solid leads that could become paying clients down the road. The difference? Law Firm B’s site uses CTAs, or calls-to-action.