There are two parts to building a great website (or any product for that matter).
One, to explore the story behind that product; a story that brings the purpose in perspective. Purpose is generally constant throughout the project (unless the problem you’re trying to solve changes). This constant will keep you focused and it will be a metric to knowing if you’re heading in the right direction. It also helps you realize what would compel your target audience into using your product.
Second, the presentation which changes periodically. Presentation is the design part and since there are many different ways to design the same product, this part has to be iterative. You have to test how to present your story; are you’re capturing people’s attention, are you saying the right things at the right time.
As an agency building great products you have to know that the purpose and the best possible presentation to achieve that purpose are really what make a product successful.
Our greatest effort is to capture our client’s story, to research the right elements to uplift their story and to present it in the most fascinating way.