You need to give visitors a reason why they should complete your call to action, so make sure the content on the page is relevant. It should be related to the call to action and give enough information to show the benefit of completing the conversion.
Giving a call to action a sense of urgency can help, but there is a fine line between urgency and being pushy. Use statements that reduce or completely remove risk. For example, Sign up for a free trial – no credit card required sends your visitors the message use us, because we know you will love us. Give them confidence to complete the conversion.