<http://schema.org/description>
"The more people that come to your site, the more people will buy your products, or fill out a lead form, or sign up for a newsletter. That\u2019s pretty intuitive, if each visitor has the same chance of converting. So getting new visitors is a..."^^<http://www.w3.org/2001/XMLSchema#string>
<https://www.pointit.com/blog/ad-copy-testing/>