Well written, quality content is what will make your website stand out from your competitors. Your site is potentially the first time a potential customer/client will have seen your company, so ensuring good, original content will create that positive first impression your company desires. Additionally, major search engines encourage quality content and this will be reflected in your rankings in the search engine results pages.
How many times have you visited a website only to find that having scoured the home page, you still don't know what the company does? It's infuriating isn't it? You have between 10 - 20 seconds to grab your potential customer's attention before they click off your site, so the importance of ensuring you have the attention grabbing, relevant content really cannot be underestimated.