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Once you have clarity about the purpose of your web site, the next most important thing is to understand the expectations and hopes of your visitors. Everyone who comes to your site is looking for something, hoping for something. You need to let them know they are in the right place. Let them know that they can find what they want on YOUR site.
Of course, to achieve this, you need to get an understanding of what your visitors really are looking for. How can you tell? You can tell by tracking which pages they go to and by seeing which keywords and phrases they used if they came to your site through a search engine.