Who’s going to buy what you’re selling?
On the Internet, you cannot be all things to all men. You must carve out a niche for yourself and be prepared to stick with it through thick and thin.
So you’ll need to develop a marketing plan: decide what your perfect buyer or prospect is looking for and then centre your whole site, whether brochure or e-commerce, around satisfying those needs.
Doing that will not only help you understand what your business is about, it will also enable you to spell out in words of one syllable (preferably) exactly why your product or service is better.
And be prepared to go back and rethink your message – the Internet moves quickly.