Content is King. It is what makes your site special and attractive for visitors.
Your content should always be clear, consistent, and well presented, to ensure that people at all levels of experience and ability can benefit from it.
The web is a very different medium from print, and people interact with it differently. Content must be presented in a way that permits people to rapidly absorb and understand the information on offer. In essence:
Content should be specifically modified for the web
Write concisely and clearly
Prioritise important information
Enhance presentation for scanning
Do not rely on other applications and plugins - use HTML