Many websites try to put as much text as possible onto a single page, surrounded by beautiful graphics. This creates a very good looking website, but actually reading that text will be difficult. Your visitors will only come back if your content is worth their time. A website might look very nice, but if it's hard to use, people will stop reading after half a page and never return. If people do not return to your website, it has little value.
If you have a website that offers it's content in a pleasantly readable way, your customers will think you're a well communicating company. Needless to say this will get you more customers. A consistent and pleasant website encourages people to trust your company. This vision is also backed by Usability guru Jacob Nielsen in Growing a Business Website: Fix the Basics First.
Not all usability comes from the directly visible part, though. Using proper HTML will also enhance your search engine visibility.
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