Forcing your customers to wade through page after page of information isn't good customer service. Think about your website from your customers' point of view. What information are they likely to be looking for, and what is the best format to use to give it to them?
I often see websites that have been produced with the text from the company brochure simply converted and put on the site. I believe that you should rewrite any information that you plan to put on a website. The internet is a different medium and it has far more scope than a brochure. There are links to other areas, interactive components (press this button and something will happen) and the potential to be updated regularly.
Because of this flexibility and potential, you should look long and hard at what information you put on your website. Generally, though, I believe that it's important to keep written text to a minimum. Long pages of text are hard to read on computer screens. It's far easier on the eyes to have smaller amounts of information spread across more pages. Some internet developers maintain that you should never have to scroll down when using a website. All of the information relevant to that particular section should fit into one screen.
Of course, there are exceptions to this. Some sites are purely information services where customers will expect to have to toil through page after page of information. How nice and unexpected it is when you go to a site and find that it's surprisingly easy to use.
I believe that text should be written specifically for your website and that it should be kept to a minimum. Give people that facts in a professional, easy to read and easy to navigate manner. Put the flashy graphics at the end.