Okay then, when the content is less-than-inspired, how do web designers make money? Some charge more, while others explain buzzwords don't always make for the best SEO. One SEO called it the "cold shower moment." That's when the client finds out their most cherished industry terms aren't how a large segment of their customers search.

It's like usability or anything else, by injecting some test data into the conversation, it's no longer one opinion against another. And you can test copy with conversions, A/B split runs and so on. Frankly, an A/B split run is more about content management than most CMS installs.

Too many people are trapped in the old world of paper documents, simply moved online. Offline, the second most expensive thing to do is test. (The most expensive thing people do is not test). Online there is little reason not to do content testing, and build it into deliverables.

PHP and the CMS were supposed to do this, in theory. Too many web designers don't use CMS packages for content managment, we use them as online versions of Frontpage.