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Before your website designer even opens photoshop to create a draft design for your new website, or codes the first snippet of html, you should already understand your online market and have an outline of your website structure in place.

Seperate your core services and find out exactly how your online market searches for the services or products you provide.
Select one primary target phrase with a good relevance and reasonable monthly search volume for each of your services (understand how competitive the phrases are by running them in google and checking out the competition's sites).

Your site structure should have one page dedicated to each of these phrases, and you should be writing content for them as soon as you can.  Content that differentiates your website from all your competitors by showing off your expertise and knowledge, your own unique take on your industry, or your unique selling points and authority.

Once you've got that planning done and your outline site structure in place, it's time to start talking about the actual web design.