Though we'd like to think that design make the world go 'round, the actual driving force behind the web is now and will always be content. Content is what will get you noticed in the search engines and it's still content that the overall web user is looking for. Making it look good is still a big part in the marketing process but if you don't have valid, relevant and useful content your site will fail.
The search engines base their algorithm on content, meta and body copy that best suits the users search. There are several other factors that come into play but let's stick with the few for this discussion. The importance of well written valid content cannot be stressed enough and for the most part the development of better search engine and well written content the web has become a better place to visit. Less and less completely Flash based sites are out there and developers and designers alike are using those technologies for good and not evil.
One very important thing to think about when writing your site content is it's keyword density and relevance to common search terms for which your sites goals revolve. There are several online apps that generate varying results but I typically use Ranks.nl for quick and general density reports. This allows me to adjust my content as necessary and gives me helpful insight as to how dense the keywords or target phrases actually appear in my content. Such online tools can be infinitely helpful when writing relevant and informative content.