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I'm also interested in the best call to action for a service site. People don't like leaving contact info anymore and we can't really ask for a subscribtion. It's also a strange market because people don't always know they need to re-structure their company. And everybody is hiding right now with the economy.
My current approach has been to tighten our adwords and add meta tags, etc. I'm looking into getting Google Adword Certified, mainly cause I'm spending so much time learning, it can't hurt to take the test.
I realize there is no silver bullet for this issue, but I would love to hear the perspective of people in this forum.