If someone has found your website and taken the time to have a little poke around, it needs to be simple for them to go a step further. A lot of the time this call to action is simply to get in touch.
It could be picking up the phone, or it could be sending a message via a form - whatever the method, this is where people can engage with you for real. You might want to include a map of your location, directions - or an open invite to drop in for a cup of tea.