First things first; you may be hesitant to say too much on your website- an abundance of text can have a negative effect on your visitors- but good website content is more about quality rather than quantity. As long as what you’re saying is important and not fluff (strings of sentences thrown in just for the sake of being there) you’re off to a great start. Quality content is written with three things in mind: informing your visitors about your business, improving page rank and increasing the right traffic, and sending the right message about your service or product.
Remember that the majority of visitors to your website have come for one thing: information. When someone comes across your website, they should leave with most of their questions answered, and a simple way to gather more information if needed. Use the appropriate amount of text (not too much to avoid being overwhelming) to it’s fullest potential to provide important details about your business, contact and location information, policies, values, etc. A bonus to this is the possibility of having a leg up on your competition. If finding out about your product or service is a lot simpler and the information is more informative than that of your competitors’, you could lead potential customers away from them and towards you.
Furthermore, keep in mind that content has someone besides visitors to please, and that’s Google (and other search engines). If you want your page to actually be accessible, it’ll have to be deemed worthy by the almighty search engine. You can’t expect the internet to just “know” your pizza parlor’s website is more relevant to someone searching for pizza in your town, than say, the pizza parlors five states away from you (the internet unfortunately doesn’t come with common sense). You’ve got to offer some assistance. When you provide content, you’re telling Google who you are and why they should send users your way.
Finally, your website and its content can be your first impression to potential customers, so try to make it a good one. Speak simply but eloquently. Don’t dissuade customers from your business with fluff, bad grammar and run on sentences, or anything irrelevant or offensive. The content on your website can produce your reputation on the web and carry over to the real world. Your website and it’s content speaks for you, make sure it’s saying exactly what you want it to say.