90% of your site’s success is determined by two things:
The first thing a visitor reads—the headline.
The last thing a visitor reads—the call to action.
Which might be why search engines treat these pieces of text as significant: it’s not that they tel you what a site is about, but that they’re the part of a page writers can least afford to write badly. That’s not a disadvantage. Your call to action can bring in more users and conversions, if you follow the rules.