While it is common sense, it is not common practice to ask “WHY” when doing something.
Building your new website, or revamping the old one, needs to have a strong “why” behind it.
If you are doing it because everybody else is doing it, or because your competition is doing it, that is not good enough.
Drilling deep with the “why-questions” can help you uncover clear, measurable goals. When you have clear, measurable goals, not only do you know what to ask from your vendors, but it is effortless to see where you are headed and when you have reached your destination.
Clear, measurable goals also cut to the clutter of questions like: “what colors should I use?” “what size should the logo be?”, “what layout should my home page have?” The answer is very straightforward: choose the option that gets you closer to your goals.
If you don’t know which one gets you closer, you can either default to what works in your space or A/B test it if you have a large enough audience.
Getting clarity is hard but is the step that has the most impact on the project’s success. I’d rather delay something until I get crystal clear than building a solution that brings me to the wrong place.