Shock horror, a content writer is telling you to invest in good copy. So I may or may not have an ulterior motive (HIRE ME, HIRE ME, HIRE ME) but good copy really is something that will attract people towards your business and it's so easy to get wrong.
You might have an in-house copywriter already, in which case high 5, you've noted the importance of quality content. But hang on, I wouldn't rest on my laurels if I were you, even though they are really quite comfy. Having the same authorial tone can get boring after a while and I'm not saying it's impossible for your copywriters to switch and adapt, but what I would say is that outsourcing to freelance content writers (HEY!) every once in a while can provide some snappy, sharp and funky fresh content.
I'd go as far as saying that excellent copywriters are actually INTEGRAL to your business, some of your most important colleagues and they often get overlooked...after reading this, go and hug the nearest copywriter to you, they deserve it!
Compelling copy will make you stand out and if people find value in what you write then they will decide you're worth their time. I can't emphasise enough the amount of times I've visited digital marketing agency websites and been horrified at the reams of drivel before me. Noone wants a monologue and people won't visit your site and read everything, so make it clear and concise.