The fact of the matter is, what you put in is what you get out! It has been proven that visitors to a website only read about 20% of what is on the page, they generally just glance through it, trying to find what they’re looking for. So basically if you do not grab their attention within the first two lines of text you have pretty much lost them. Always focus on creating strong headlines, because 80% of the people will read your headlines, but only 20% of those people will read the rest of your content.
Don’t think for one minute that you will get away with copying content from an opposition or another website. Google have strong algorithms that check for plagiarism, and when it is found your website will be delisted. Spend some time on your content, remembering not to use too much jargon or slang related to your industry, because you might know what it means, but your website visitor might not. Create engaging and thought-provoking content.
Communicate better by adding images and video to your website, this engages people differently and gets their attention. And having said that, ensure that the images that you do provide are good quality images. There is nothing worse than a great website with crappy pictures!
Last but not least, keep your website up to date by continually adding pictures, updating your blog and stuff like that, it makes people want to come back for more and it attracts the attention of the crawlers that go through your sites, making them come back more regularly due to the changes, which increases your Google ranking.