The importance of web content
The importance of web content cannot be overstated and writing persuasive and original web content is a lot more difficult than it sounds [in my experience]. A few years ago, the main aim of any website was to attract a larger number of website visitors but these days it's your web content that will often determine the success, or failure, of your website.
Ten Recipes for Persuasive Content by Colleen Jones is an excellent article with many practical tips for writing persuasive web content. It's a great read with some good examples.