Websites are created to provide content to it’s visitors. Content is king, they say. Everything else (design, system) is just the packaging. Content is normally what your site visitors are looking for. So the key for creating a great website is to provide accurate and interesting content — texts, pictures, audio or video.
To be more precise, content must be accurate and easy to digest, interesting and memorable, work well for search engines and it must also be fresh and updated. Once your content is already so good, then why waste your talent by using it only once, only on your website?