People used to say content was king: in 10 years of building online work, a lot has changed and a lot of lessons have been learned. At the end of the day, though, good content is still one of the most important aspects of your web site.
Good content, means well written, well edited, well structured content. Keeping things short is good, but only if you get your core message across.
Good content is the most important step in making sure that your site is Search Engine Optimized. Google search algorithms change without warning, but well written