Body copy for the blog post. A refresh usually starts long before anybody opens a design tool: somebody notices the site no longer says what the business does, and the work is to find out what it should say instead.
The three questions worth answering first are who the page is for, what that person is trying to do, and what happens when they succeed. Everything after that — the layout, the photography, the colour — is downstream of those three answers, and a site built without them is a redesign rather than a refresh.
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