Content must be created for the website that communicates the desired message to the audience in as simple and concise a manner as possible. Because people tire of reading text on-screen, a topic should use only half the word count as a printed version. It is also important how and where text is arranged on the page and a good web developer will advise you on this. Images are often used to complement (but not distract from) the text. These can be from your product, service, premises or activity, or if you have nothing suitable, from an image library.