It's not that "less text is better", actually, depending on your page and what you're trying to sell more text is often better. If you can write a long, engagin

It's not that "less text is better", actually, depending on your page and what you're trying to sell more text is often better. If you can write a long, engaging sales pitch it's much more likely to convert users than a short one, because those that read it all have will have already invested time and effort in your site or product and want to get something out of that investment. The key is in finding the right balance - don't overwhelm the user with a giant wall of text, give the already "pre-sold", impatient users an easy way to convert and let the more cautious users keep reading and scrolling down. Typography plays it's part in establishing the content hierarchy, but to say it's the most important part of the design is pretty silly - it's one of many important parts. The actual physical arrangement of page elements is far more critical. (Of course, awful typography can ruin a site, but so can many many other factors)