Websites are a means, not an end. They should make things easier for you and your visitors. They perform a job, and at this stage getting the "job description" right is key, for it will inform the architecture.
What job does your website do? How can your site provide a great experience to your visitors?
Clayton Christensen, author of "The Innovator's Dilemma," and "The Innovator's Solution" asks us this.
