Content is the pillar of a good website.  It is the means to getting good search engine rankings.  It appeals to the visitor when they arrive at your site.  It compels them to act by subscribing to email communications, filling out contact forms, requesting information and it can cause them to buy.

While the creative is definitely an important aspect of presenting the right communications, written content compels people to explore further and directs them to our end result - an act to further the communication & sales process.

The industry surveys show overwhelmingly that the right website copy will produce far more results than any other single feature of a website.  In the Marketing Sherpa, Email Marketing Benchmark Survey (November 2006), here's what email marketers thought of landing page copy's value in the overall ROI:

• 43.2% felt it was a High ROI item,
  
• 32.4% felt it was a Medium ROI item
  
• only 24.3% thought it was a Low ROI item.