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The Internet has a vast amount of information, which is a double-edged sword for consumers. The information they want is out there, but so is an overwhelming amount of extraneous information. Curate information in one place for consumers to easily find.
Differentiating valuable information from the vast sea of information available on the Internet is best done by being creative. Creativity makes information unique, which makes that text invaluable for visitors.
Consumers only have so much time to look for what they want. Presenting information in a concise way while making additional information optional is the best way to satisfy their hunger for knowledge.
While this might seem redundant, customers want information in the text they read. Skim on the fluff and deliver the valuable content that they want.
The last principle is the most important; consistently delivering valuable information builds a business into an authority figure, which has numerous benefits including building credibility, as a resource there to help.