I find that I am AMAZED at how few customer-facing sites have failed to even consider the basic idea of "why is someone on our site?"

A great example is a restaurant site. If a user has to scroll and click around to find an address, a phone number, and hours of operation, the site has FAILED.

Literal pages of hyper-zoomed pictures of food, followed by pictures of groups laughing while eating, followed by mentions of catering and merch... and vital info at the very bottom, with dinner menus hidden in web menus, or only available from the "Order Online" link.

What I see all the time. I hate it so much. "Oh, honey, this restaurant has a picture of pepperoni on cheese. Let's eat there... wherever it is!"