Content is King
This principle reminds us that web design's bells and whistles are only secondary to the content on a page. The graphics, color schemes, and layout are like the backdrops and costumes in a play. If the play is good then the costumes enhance the experience, but if not, costumes are not enough to save a play. It is the same thing with webpages. If the information is valuable visitor will come, if not, the design by itself will not bring in anyone.
Secondly, search engine index words. The more words you have, the more likely your search is to be indexed in multiple databases and likely to be displayed in multiple search results. This should increase traffic via search engine. The design itself does not improve your ranking ins earch results, only content does. In short, content is central to the success of your website.