As Frank Chimero, famed brand and product designer eloquently put it, "People ignore design that ignores people." You can create the sexiest design our there, but if you don't empathize with the end user and consider their needs thoroughly during the design process, well, folks will look away.
I've worked on a plethora of web design projects from soup to nuts, applying Hasso-Plattner Institute of Design's five-stage design process. Whether I'm sketching or wireframing to establish structure and flow of design solutions, or handing off a live site, it's gonna pack a punch.
Check out an example of what low-fidelity wireframing looks like. At this stage, I give the client a ton of flexibility to define their desired desktop and mobile experience: