It's Only Words
http://www.webpagecontent.com/arc_archive/145/5/

McAlpine, Rachel
Quality Web Content
2004

Abstract:

Today, at least in this country, most government and corporate organisations are well aware that words online matter. A lot. Even when the technology is perfect, words can make or break the success of a web site or intranet. So sure, words now get due respect in many quarters.