Similarly, if your objective is to create an entirely automated purchase process and reduce the need for personal contact, then you'll definitely want to include FAQs (Frequently Asked Questions) to ensure you've answered as many questions your customer might ask, up front.
Next, consider who you are talking to. Think back to the market research you collected about your business. Who is your target market? Your target market is your primary audience. Your primary audience will also determine your content, style and tone.
For example, is English your audience's first language? If not, you will need to write more plainly, and ensure any terminology you use is well explained. Is your audience of a particular culture? Do you know what might be considered offensive to its members? In our multi-cultural e-business environment, cultural expectations – meeting them or not – can be a critical factor in your success online.
And finally, keep in mind any secondary audiences when developing your content. These may include stakeholders such as current or potential investors and partners, and even your competition.
Meet Your Audience's Needs
Of course, not every user is going to have the same needs. One might want contact coordinates, while another wants company background information. The intuitive nature of website structures makes them an ideal information/sales tool; they allow you to balance different users’ needs and still fulfill your purpose of: promoting your expertise, providing information, selling your product or service, etc.
Ask yourself what key questions your clients/customers might ask about your business. Then, develop your website content to allow your audience to find answers to those questions quickly and easily.
Limit unnecessary information; use a "drill-down" informational structure that offers the most important information on the first few pages. This way, users who want ‘just the facts’ can get them fast, and users more interested in the details will be able to collect the particulars from secondary pages.