Establish the purpose of the site which may focus on one, or include several of the following requirements:-
To provide information where the end result is not directly sales related.
Educational and scientific sites.
Public or special interest sites.
Sites that entertain or amuse without selling anything.
To advertise or promote
To provide information about companies, products and services that are sold through conventional channels.
To generate direct sales
Mail order - Where the products or services are not exclusively sold off the page.
e-commerce - The products are primarily sold off the page.