A call to action is the thing you are asking a prospect to do as the first action step. A button for the user to click on that says “request a quote” or “register now”.
Make sure you have a call to action on your website. If you are not telling the prospect what to do they will not take a step towards purchase on your website. It should be very simple, it should be very clear and direct. Tell the user exactly what they need to do.