If you want your content to be effective, it must be clear, well-written and of interest to your audience. Hire professional editors and writers, preferably those who have experience writing for the Web. Do not try to save a few bucks by having a staffer who is not a professional writer fill space on the site. If your budget does not allow for a full-time editor or writer, hire freelancers, who can do the work as you need it. Focus on your niche.
Most small businesses try to be everything to everyone and do everything themselves.
Just focus on being the very best in your niche. Once you learn that, your business can begin to grow. You want to test the effectiveness of your site. The best way to do that is to ask your audience. Have a link on your site, encouraging their comments.