The first consideration for deciding on content for a web site is to think about the target audience. You must ensure there is reason for people to read your content. This means the content should be useful or entertaining for those people.

A web site should be interesting and well presented. Rather than large pages of text it is better to present the information in small chunks. Pertinent points should be made without waffle. There should be discernible spaces between paragraphs. If you must place large amounts of text on the site for informational puposes, put these as downloadable documents. Make sure you tell people the size of the file, so they know what to expect.

Above all, the content should be frequently updated, kept fresh. There should be a good level of interactivity if possible, for example, a competition or questionare. Make users feel valued.