CTA (call to action)
The button or line that tells the visitor exactly what to do. In a service business it is almost always calling.
A page without a clear CTA leaves the visitor deciding on their own, and deciding is tiring. Most of them leave.
For local businesses the CTA that works best is a tap-to-dial number repeated through the page, at the top and at the end. A long form converts far worse than a button that dials.
The button text matters. 'Submit' says nothing. 'Call now' or 'Get your quote' say what happens when they tap it.
What to do about it
Count how many times your number appears on your page. If it is once, you are losing calls.
Other words about the same thing