Well, first of all it is important because there are so many browsers as well as different platforms.
Imagine, one used with a MAC using Firefox or Safari, and another using a PC that has Internet Explorer or Opera, all of these have their own potential benefits as well as pitfalls.
There is also the expectation of usability and accessibility.
Usability is the ease of use of the site in general, you should be able to find what you are looking for in 2 clicks, 3 at the most.
Accessibility is having users be able to access your site no matter what they are using, and that includes but is not limited to the blind, deaf and people with disabilities (yes, they are part of your audience whether you know it or not!).
Valid code, that is validated with the W3, is your first step to making sure that your site's visitors, experience the site the way it was intended. There are too many cases of web sites looking one way in one browser, and completely different in another - that is not good.
For an article that explains this in more detail, please take a look for yourself ...
http://www.webdesign.org/web/html-and-css/articles/why-is-validation-important.16126.html
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