Before you develop your website, here’s a handy tip for you. Write up some website persona’s. Persona’s are fictional web users that will interact with your website – for example “Jane, lawyer, single, 29, loves all things fashion but especially designer handbags”. Persona’s can help you work out who your target audience is, why they will come to your website, what they might expect to find on your site, what will motivate them buy, and why they’ll keep coming back.
It may sound a little corny, but it can really help crystallise your planning and you will have names to work with rather than anonymous ‘users’. Once you’ve created your personas write up some scenarios on why and how they would use your website.