Perhaps one of the most overlooked, but also most important, steps in building a website is the wireframing stage. Wireframes usually consist of black outlines on a white background, with certain symbols (such as a box with an X going through the middle standing for a picture) standing in for future elements (see the picture below).
Although they are meant to be simple, we find that communicating the purpose of a wireframe can get tricky. Clients often get confused by the seemingly industry-centered terms, and tend to think that their website is going to be boring based on what they see in this first stage. While it can difficult to visualize what the final site will look like based on the wireframe, that is actually the point: you shouldn't be doing that! Do not confuse the wireframe with the website!