Content is King
This principle reminds us that web design (bells and whistles) is scondary to the content on your page. The graphics, color schemes, and layout are like the backdrops and costumes in a play. If the play is good costumes enhance the experience; if not, cotumes cannot save a play. It is the same thing with webpages. If the information is valuable visitors will come; if not, the design by itself is not going to bring anyone in.
Secondly, search engines index words. The more words you have, your site is likely to be indexed in multiple databases and likely to be displayed in multiple search results. This should increase traffic by search engines. The design itself does not improve your ranking in search results; only content does.
In short, content is central to success of your website more than the design.