Hi Mel
You do need a personal page, but all you need to do is register, then you can lock down the privacy and never really use it. Although sometimes it does pay to introduce yourself as a real person on other business pages.
FB hates businesses using a personal profile, so don't do that.
I have found a FB page really worthwhile for my business. Not just because of my actual "likers' but more because of the networking opportunities with various groups. It's also a great way to drive people to your actual site etc.
I know that some people don't like social media, but if you run a small business, you really need to get over that!
I'm not a FB expert, but if you would like a referral, feel free to PM.
Cheers
Nicole
www.blackcoffeecommunications.com.au
And a call to action is just what you want your customers to do when they get to your page - ring, email, buy a product, check out your photos...whatever