Our marketing channel is usually word of mouth; so "sign up" works quite well. It is essentially "email us but with tactile feedback". We are in the same sector - but the product/services are somewhat different (along the lines of "help help we have a serious problem save us yesterday") so the demographic is probably fairly different.

And traffic from the sites are relatively low compared to someone being given our phone #, so it might have skewed data.

Unfortunately I can't really share more than that publicly (employers choice, not mine). But feel free to email me if you want (address in profile).