Before you ever start sketching out what will be on your page you should go through a "modeling" phase (internally or with your client) to discuss what you're building. This will help you decide what needs to be on the page. Remember design supports the content, not the other way around.

Ryan Singer gave a really good talk on this process at FOWA 2010: http://thinkvitamin.com/design/ryan-singer-fowa-london-2010/