Content! Content! Content!  

People don’t come to the web to linger over the words. Most uses of the web are for gathering information or doing tasks, not for the pleasure of reading. If your busy web users lose interest or don’t find the information relevant, they’ll stop reading. If they can’t find what they need quickly enough, they’ll leave your site and go elsewhere.

Redish, Janice C. 'Ginny'. Redish.net (2007). Articles>Web Design>Writing