Starting with the uncomfortable questions
Week one is always the hardest because we're asking things like "what do you actually do that matters" and "why should anyone care." Not trying to be difficult – these are just the questions your website visitors are already asking in their heads.
We sit down (or get on a call, whatever works) and figure out what makes your business different from the seventeen others doing similar things. Usually takes about three conversations before we hit something that feels real.