You've probably heard it a hundred times: When it comes to creating content for search engine optimization (SEO), it's crucial that you always write for the user FIRST and the search engines second. This couldn't be more true than when it comes to writing compelling and action-oriented meta descriptions for your individual web pages. A well-written meta description can give your site an advantage in search engine results pages (SERPs), resulting in more click-throughs to your site where you have more chances to convert that visitor into a lead or new customer.