Most webshops worth their pixels engage in some form of pre-production on all projects. This is the planning phase. Building analogies are often used to describe the value of this stage of a project. 'Would you break ground on a house without a blueprint?' And it's a fair point. Websites are complex collaborations between project managers, graphic designers, information architects, developers, QA specialists, account managers, and, of course, a client. In general, it's a process requiring systematic diligence on the part of an experienced team.