A lot of businesses are frustrated with their current website and still don't know what they want from a new one.
That's normal. You're busy running the business. You know something isn't working. You don't have a mood board. That shouldn't stop the project.
Building a site should feel like a conversation, not a test. We talk about goals, look at ideas, and refine as we go.
Questions and feedback are part of it. You should always know what's being built and why.
Structure helps. So does room to change your mind when you see something in front of you. Rushing decisions to hit a rigid timeline is how you end up with a site that doesn't feel like the business.
You don't need a perfect vision on day one. You need enough clarity to start, and a process that gets you the rest of the way.