A website is a marketing tool, be it for branding, lead generation or direct sales. This means it needs to be built so that it can market the business, the brand, the product or the service. For a website to be successful, the needs and goals of the organization needs to be clearly understood and translated in the companies’ website, micro-sites (do not build micro-sites unless you have a specific reason for doing so) and even individual pages.
The first question therefore is; what does the site need to achieve with regard to the overall strategy of the business?
This should also be asked for specific sections and even for the more important pages (mostly referred to as the “goal pages/landing pages”) in the site.
Web development starts with the business strategy and not with a design.