My approach to making websites goes something like this:
#1: We define what your business is and what functionality your website needs.
#2: We focus on making sure the information about your business is in place. Having relevant optimized content helps get your website listed above your competitors on search engine results when potential customers are actively entering keywords and phrases related to your business, products and/or services. We also focus on getting tools in place to help measure what success looks like and help make important business decisions based on actual data gathered from the website.
#3: Only after this solid foundation is put in place, do we focus on making things "pretty".