We don't buy a drill because we want the drill. We buy the drill because we need a hole.
Similarly, almost all websites are tools more than they are media. The very first step in the creation process should be for everyone involved to be absolutely clear what the website is to be designed to achieve.
There are millions of websites which are not realising their potential. They may be hard to find, slow to load, or frustrating to use. Some are difficult to read, others are badly written.
A website project involves much more than just making text and pictures appear on the screen and adding forms and shopping carts etc.
There are pitfalls at this stage, of course - some of which are disastrous - but even a technically perfect website may still fail completely.
Websites need to communicate, and human communication combines both explicit and implicit signals and these are key ingredients of successful websites.
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