Your site needs to actively invite visitors to contact you. Don’t just list your phone number on the site, write “call now” before the number. Alter your lead generation forms to different prospect's needs. For example, you can use one specifically designed for customers to request a trial class.
Once you have varied calls to action on all the pages of the site, you’ll begin to see which are boasting high conversion rates and which are struggling. You can then experiment with changing the calls to action on specific pages to increase your conversion rates. For example, if one of your landing pages is performing very well and attracting tons of visitors but isn’t producing high conversion rates, switch your CTA with one that you know to be converting well.