It's the words on the page. What you write is more important that anything else on the site. No matter how great the products or how sophisticated the site it's the sales copy that turns a visitor into a customer.
I usually spend more time creating the content that any other activity, it's not until you have everything written that you can see how it's all going to fit together and from this you can sort out the navigation which in turn dictates the type of layout.
The colours, fonts, borders and position of the elelents come right at the end of the design process.
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