Your website should never just tell readers about your business, it should always prompt them to take a specific action toward a desired reward:

“Click here for a coupon worth 15% off toward your first purchase!” 

“Enter your email to receive our free report on …”

The key is to provide readers something tangible and worthwhile in return for their action.  Make them feel luckier and smarter than others who did not see or take action on your special offer. 

The action you request should always bring the customer a step closer to committing to your business or service.