Content is personality; it’s the personality of your company and it is frequently the first impression your customer has of both you and your business. As has been said, you never get a second chance to make a good first impression.
Content has a big job. It has to inform, impress, answer questions, and overcome objections while at the same time being inviting and a pleasure to read. Perhaps above all, you must make it easy for the reader to understand. Especially online, it is just too easy to go somewhere else.