Web content of a website is very important because the matter present in it enforces to read it thoroughly otherwise stops the further reading. Web content is the king of your website or web pages. Web content must be unique, meaningful, constructive and easy to read. It is main tool of search engine optimization (white hat SEO) that you have to focus on the keyword in such a way that a consumer may easily get his required information. Search engine optimization techniques increase the scope of your web page therefore you are suggested to keep your web content interesting and informative for the readers. Fluffy or only wordy matter is not attracted by the reader. When he searches a site he wants to get complete information about the topic which he has searched. Search engine optimization gives more space to the website presenter to grasp the attention of the common reader.
What to do with Web Content?
If you can keep your web content clean, informative, unique then it will be more acceptable by the readers and result your website bounce rate will decrease and help your website higher ranked in Google PR. So be aware from copy paste or duplicate web content/articles from other sources i.e. other website or other author. My suggest is be 100% genuine writer/author first if you cannot write 100% genuine web content then you can hire a writer for your website. First write for audience then focus to SEO and keyword and so.
What Not to Do?
If you failed to fulfill these condition web readers, visitors, audience whatever you say will begin to hate your website/web content and they will exit as soon as they landed your web page/website. This will result increase the bounce rate and down the Google PR also less visible in the Search Engine.