The first step to designing your site is to understand your content. Too often, people start designing their sites by creating wireframes without understanding the content. Content is King, and as such, you should try to find the answers to the following questions:
How often is it going to be updated?
Who is going to update it?
How often are they going to update it?
Where is the content coming from?
What is the main message of the site, of the page, or parts of the page?
When you design a page, if users to your site could walk away with just one thing from your site, what would it be? What is going to make users come back to our site?
These questions will help you to decide the site template to use, the content types, site columns, workflows, ...