If you don’t know what you want your website to do for you, it’ll never be able to do it! Your objectives will drive everything else in the process: style, content, scope, and update requirements.

Style: is your demographic between the ages of 18-30? 40-50? Your design should line up with today's styles that correspond with that population segment. 

Content and Scope: What is the goal of the website?  To serve existing customers?  To generate calls from new customers?  To generate online sales from new customers?  Structure the content of your site to provide the necessary information.  People don't have very long attention spans online; if they can't find what they want quickly, they will go on to your competitor.

Update Requirements: How often will you need to make updates?  How skilled are those who make updates?  Can they make HTML updates themselves and upload them?  Will it be database driven?  The level and complexities of the updates you need to your website will help determine the best design and solution provider.