Call-to-action

Your call-to-action is the most important aspect of your footprint.

It is the-thing-you-want-people-to-do and the reason why all your content exists.

If you are unsure what your call-to-action is try to answer this question;

• If you are engaged in a commercial activity, it is usually the thing that gets you one step closer to paying the bills (e.g. "buy now", "get a free quote", "download trial version").
• If you are engaged in non-commercial activities, it is usually the thing that gets you one step close to getting what you want ("donate now", "contact me", "join us on our special day").
  

The AI will pepper your footprint with your call-to-action throughout. Sometimes subtly, sometimes not so subtly.