If you have ever landed on a website, read two words and left immediately, you realize that good content is an absolute necessity. In fact, what you say on your site is much more important than how it looks. People aren't looking for graphics and fancy bells and whistles. They want information and value. When they search for a product, information or service, that is what they want - not a bunch of meaningless garble.
There are tons of ghostwriters on the internet, and most serve in very different capacities. Some write memoirs and novels; others writer educational documents or scientific data. Still others write on nearly topic, but many do not truly under the concept of search engine optimization. If search engines and interested visitors are going to find your site, exceptional SEO is a must! It must be absolutely clear what your site is about. Otherwise, your website will be like the proverbial "needle in a haystack"; no one will ever find it.
Not only does the your content need to be well optimized, it should also be interesting. Who wants to read something that is boring and provides no value? Very few. If the text on your pages is a bunch of jumbled words that offer nothing to your visitor, they will go straight to your competitors. People buy from those who offer the best value, plain and simple. Choose the ghostwriting service you use carefully - not all are well versed in SEO tactics!