Most web pages should have a contact phone number in the upper right side of the banner; and they should have a contact form with minimal fields. The more information you ask for (last name and other personal information), the less likely a site visitor is to convert.
Moving graphics such as slide shows and animated GIFs should be used only sparingly; and if something moves, it should move very slowly.
Clean, simple layouts convert better than complex layouts; but sharp looking does not always convert better than a less appealing design.
Landing pages need to contain a clearly understandable value proposition within five seconds of landing, followed up by rationale and social proof.