My initial priority was making sure the website layout was clear and ordered, both visually and technically, by creating a simple layout and ensuring all the site text is readable.
There was also a lot of new content to be added so I liased with Jack to get the maximum amount of information displayed in the most visually appealing way.
A few months after the website launch, Jack asked for a mobile version to better target his audience.
Jack emailed me asking how to get his website ranking top of Google for phrases relevant to his business. Jack's a magician, by the way, and a very good one a that!
Having looked at his existing website, I could see that there was a deep-rooted problem: his website was dated and didn't comply with current web standards. He was happy for me to redesign the the site so all the problems could be addressed.