Content is, after all, why people visit websites. Nonetheless, the importance of good web content is easy to overlook in the rush to get a site up and running. But attractive graphics are good graphics only when they engage your target market and instill confidence. Site copy is good copy only if it convinces visitors they've found what they need and need what they've found: your business.
When site content is well-designed, surfers discover a website and stay. Otherwise, they click away in frustration when they can't find what they want or lack confidence in what they see. Web content is too important to treat as an afterthought.