You need to command them to take the exact action, giving you their contact information in this case. Here are a couple calls to action that you can model and steal for use in your own page. Again, these are based on the premise that you are selling hitches.

Go Ahead And Enter Your Name And E-Mail Address Right Now And You'll Get Instant Access To Your Free Hitch Secrets Report! Simply Enter In Your Name And E-mail Address Into The Boxes Below And You Will Receive The Report In Your E-Mail Box In Just Seconds!

Notice that you emphasize that they will get access to the report that you've already built a bunch of anticipation for and given a command as to what you want them to do. It's vital that you tell people what to do because if you don't many will just leave because they are unsure about what to do.

I want to also share with you another tactic that can inject more power into your call to action and create a sense of urgency and scarcity in your offer. By simply adding the phrase "All Of The Free Copies Of This Report May Already Be Claimed, Make Sure To Enter Your Name And E-Mail Address To Secure Your Copy Of This Special Report Quickly"

I recommend putting this right under the sign up box because it is a last thought to push any of the people still on the edge in the zone to sign up mentally. This statement makes them feel that if they don't act now, they may lose out and not get the report that loads of other people are getting.

You might be thinking "I could use this in my display ad as well" but it's actually better to wait until you have them to your website because it adds even more reason to act now once they get there. Think of it as not letting all of your tricks out of the bag at once. You use this as the last push to get people excited about what you are offering.