"What is this site for?"

Greg Storey writes on the importance of developing a sound strategy for your web site. (Love the title of the article — "Never Get Involved in a Land War in Asia (or Build a Website for No Reason)")

When it’s finished, the strategy will outline the who, what, and why of the website.

As an example, the author created a strategy for the article:

To convince… ALA readers
to use… strategy to define the purpose of a website
instead of… ignoring it and moving right into production
because… strategy brings focus to the project and serves as a framework for all the components that make up a website (IA, copywriting, design, development, marketing, janitorial services, etc.).