Frequently, content gets treated like an afterthought.

Understandable. Good content is hard work.

Unfortunately, the truth is that almost no one is coming to your site to find out what it looks like and how it works: they are coming for your content.

That's the reason &yet designs from the content out. Before we let Amy even think about pretty-making, we plan out our site content by asking questions like:

• What information do we need to provide to meet our goals and give our users what they're coming to the site to get?
• How can we structure, phrase, and cultivate our content to communicate better for the uniqueness of the web and the specific needs of our audience?
• What voice should we use in our writing? (Can we get away with being as ridiculous as Adam or are these engineers we're talking to?)
• Who will be responsible for creating and maintaining the content? (The question everyone's afraid to answer.)
• What plans do we need to make today so that the site still contains valuable and accurate information tomorrow?
• Who moved the sticky note that I just had righ—oh it's in my hand.