It’s a given that websites need great aesthetics and they need to be user-friendly. However, if they don’t have great content to support that website, they don’t actually have much of anything.
Content is the substance of any website. It helps with branding, with differentiation, and it helps to make that business appear to be an expert in their industry. Great content allows businesses to make a name for themselves and to show their target market that they have something of value to offer.