Copy* is the single most important element of a business website.
If you don’t believe me try this experiment. Remove all the copy from your site. Can it still sell? Not likely. Strip all the graphics off your site and leave the words. It might not be pretty, but if you’ve used the right words it will still make the sale. It’s the words that sell.
* “Copy” is a marketing term which refers to any text that is used to promote a sale.