The traditional website design process is broken.
When you last launched your website, it was likely nothing more than thousands of guesses with a sprinkle of intuition, wrapped up in a hypothesis. The problem is compounded by the fact that when the next iteration launches, the original hypothesis, whatever it was, is rarely validated. Cross your fingers and hoping the site performs well is not a good strategy. That’s not only bad for business, it’s kind of nonsensical.