Content is king, but if the king looks like a toad, no one will know he's royalty. On the one hand, your blog theme might be drop-dead gorgeous. But if your writing isn't compelling, readers won't stick around to read it. Even worse, your writing might be fantastic . . . but if your design doesn't stop web surfers long enough to read the first few sentences, you're doomed. Great design makes good copy sing. Everything you write becomes clearer, easier to navigate,