It isn't just about web design

A List Apart: Articles: Never Get Involved in a Land War in Asia (or Build a Website for No Reason)

Great title - even more poignant subject. Yes sometimes we need to turn down work. Part of great service is getting a client focused on what the strategy is. Where does a site fit into the marketing? Will it work?

: "The strategy Your strategy will define how you are going to achieve the objective you just developed. When it's finished, the strategy will outline the who, what, and why of the website. A strategy for the above example might look something like this: To convince: anyone who wants to create better websites to read: A List Apart instead of: ReaderÂ’s Digest because: A List Apart actually has articles on the subject whereas Reader's Digest contains none."