First part is about using a good layout for the information to be presented, were menus, textblocks, images, logos…. should be located.
Second part is databases and storage of the information in the most suitable way. Depending if the project should communicate with other systems, if it should be expandable and maybe be available in many different languages, etc… different solutions and technologies will be used.
All in all it’s about building a solid foundation for the solution.