Stripped & Exposed

Another way to determine if you have good content is to look at the page without the design elements.

I've exposed just the textual content of this sample page, including the alternate (alt) text for images. By removing the reference to the external CSS files used to control the layout and the URL's of the images, I've stripped the design elements from the page.

Reading a page this way, the message should flow, and it should make sense.

Even more importantly, the message should add value to your visitor's experience.

Good content doesn't necessarily need to be "good English", good adcopy can and does break the rules ("Got Milk?") But your spelling should be correct, and the style should fit your target audience. The focus should be on only one concept.

The content should be able to stand on its own, without the design. It should not be hard to read, or stuffed with keywords that interrupt the flow.

Stripping a page of design elements is not as easy as creating it first and then adding the design, especially if you're still using nested tables to control the layout. However, if you're creating new pages, it's easy to use a "design free" environment to develop the content first.

Your message will standout without the distraction of the images and layout. Parts that are unclear or weak will be more visible to you, making it easier to refine and strengthen your message.

You'll also see how the alt text is adding to, or subtracting from, your message.

For example, at the bottom of the sample page, you will see this statement: "We accept Visa, Mastercard, American Express and Discover Card." That statement is actually the combined alt text of the four images of the credit cards listed.

The example page was created from this stock photography page. You'll find the four credit card images in the sidebar to the left of the page.