After the kick-off meeting - in which all project participants discuss the goals of the project - the initial focus is on analyzing the users: what are they looking for, what do they need, where are they mentally located, how can they be "taken along"?
The analysis results in prioritized requirements for the concept (user experience design). The necessary features, contents and their structure are determined accordingly, and visualized, so that all project participants can get an overview.
After this step, it is also clear which elements must be visually designed, which texts must be written and which images must be created. As soon as all this is done, the website can be programmed.