When updating your website, your first and foremost concern should be with the website’s content strategy. Once you have a content strategy — and ostensibly have created some content — then you can competently decide how to present the content via information architecture and design. Of course, searchability should be a consideration during all of these phases. But if your content is all over the place or poorly written and your site is an unnavigable mess, the chances of your website inspiring those who do find it to answer your calls to action, are slim.
Related Post: 5 web development myths debunked. (MarketingProfs DailyFix)