This direct response model does not apply universally in its purist form as many web sites are not selling things directly or are informational in nature or support what ad execs would call image advertising. Being first and compelling is better. Your listing in the search engine should be compelling. If the description of the site right below yours is more compelling, you lose that prospect just passed over your site. The Summary report in WebPosition shows each position along with your page's summary description.
Many people only concern themselves with their position number.