A couple of questions that may not get asked enough when a site is designed, or when it is looked at to make it friendlier to visitors or search engines:
What are the objectives behind your web site?
What strategy will you use to meet those objectives.
Greg Storey, from Airbag Industries, describes a situation that I've seen a few times before, in Never Get Involved in a Land War in Asia (or Build a Website for No Reason).
If you have a web site, can you describe your site's objectives in a sentence or two? Your strategy in a paragraph? If not, you might want to try harder. It can help.