There are many styles of web sites and different approaches to what a web site will look like. This is personal , or dictated by the business needs.
When you go to either a hair salon, or barber, there are magazines with photo of hair styles, you pick one hairstyle and show the barber and when the hair cut is completed. Your hair look just like the photo, right?
Not really, but now the barber, has an idea what style or haircut you desire.
I like to work with my clients by first understanding what look and feel the client wants. Then create that web site.
Getting back to the main question. What do I want and need my web site to accomplish for me, or my business?
Once we understand this our design process begins.