Once you know what you want visitors to do, it’s time to define clear steps you want them to take to do those things. The fantastic usability book, titled Don't Make Me Think, espouses the idea that it's not how many clicks someone has to go through; it's how easy it is to make the click decision. If clicking is easy and provides value then there's a high chance the user will take the next step towards becoming your customer. Here are some ways to make your web site easy for your visitors:

Strong Calls to Action
Once you know what you want them to do when you visit your site, you need to ask your visitors to do what you want them to do! No, I don’t suggest that you come out and say it, but you should at least make it obvious and easy for them.

Phone Number
One of the most obvious mistakes I see is from companies who want site visitors to call them. If you want people to call you, put your phone number big and in bold text at the top of every page. It’s one of the easiest ways to tell people, ‘Hey! Call us!’

Add to Cart
For e-commerce sites, the ubiquitous Add to Cart button has become almost invisible to web visitors. What can you do to make it stand out? Try different colors and sizes, perhaps even flashing it once when the page is loading just to get the eyeballs to notice that there is an action to take. However, you do it, make sure the Add to Cart button gets at least some of your attention.

Contact Us
Another great call to action is the Contact Us link. Just like the phone number, it should be prominent and easy to identify -- not tacked on as an afterthought to the bottom of the page. Make sure the contact form is short, sweet, and only asks for information that you absolutely need to have -- such as, name and phone number. Be sure to have an open field where people can type their own message to you. Give assurances as to how the information will be used and build trust by only using it that way.