Your customers (the site's target audience)

Describe your typical customers. Pay special attention to their demographics (income, interests, gender, and age) and comfort with technology. If your website is a business-to-business site, exactly what sort of companies are you hoping to attract, and which level and type of staff members will access your site? If you have more than one type of customer, split them into primary and secondary audiences.

It may help you to think about your customer as a single individual, including his/her life experiences, job, favorite TV shows, brands, or books. How often does s/he go online, and what websites does s/he visit? In the web industry, we call this a user persona, and we always think about what this person would want or do, whenever we are developing the site.