A core place to begin a website discovery process is to learn the goals and objectives of your client. It is imperative to understand what the website needs to do and which things are the most important. In order to do that, we need to establish a hierarchy.

A hierarchy is essentially an order of items, goals, ideas, and/or needs. Hierarchy in web design is centrally about influencing a user to understand and embrace the principal goals of a website and interact with the material in the ideal order to facilitate a smooth and pleasant experience with the website.