copywriting
If "the pen is mightier than the sword," then the keyboard is mightier than technology! Your website may amaze and delight visitors, but unless your written message is compelling, you have only entertained them. In addition to that, you must weave your search engine keyword phrases into the text of your site to help visitors find your site for the products you sell.
Copywriting is the most overlooked and important feature for websites. Webmasters will slave over the cropping and resolution of a photo and then just paste in your old ad copy to the page.
Writing for the web must be concise and focused. You have precious little time to convince a visitor to stay, and you must present compelling reasons for them to buy. The navigation of the site can bring them to the words, but it is the words that will close the deal.