Though often neglected, usability tests always prove that by far text is the most important element of UI design. It’s better to have a dumb page structure with quality copy than a nice layout with subpar text.
“Copywriting is interface design. Great interfaces are written. If you think every pixel, every icon, every typeface matters, then you also need to believe every letter matters. When you’re writing your interface, always put yourself in the shoes of the person who’s reading your interface. What do they need to know? How you can explain it succinctly and clearly?”