If the product and sales channels suggest that &quot;get quote&quot; is a plausible strategy, this suggests to me that focusing conversions from a landing page call to action may not be the critical path to growth <i>right now</i>.<p>The process is of providing quotes is high touch and human-in-the-loop on your end. The web, the browser, and text all create friction friction. Maybe meat-eating sales teams will offer better conversions, conversations, and relationships.<p>To put it another way, right now the business cannot offer standard pricing. That&#x27;s incompatible with ordinary expectations for a website&#x27;s call to action. Even worse, there&#x27;s two decades of negative expectations behind &quot;give me us email address&quot;: giving a company an email address is a commitment to managing recurring inbox spam for years to come.<p>So what random advice from the internet do I have? Maybe the call to action is a phone number to talk to a meat-eating sales person. Maybe the next step is to get a handle on pricing. Maybe it&#x27;s to hire the best designer money can buy.<p>Good luck.