1. Who are you writing for?
As the writer, you are the tour guide for your website. Your job is to draw visitors in and to keep their attention so that they will not click away to another site.
Your website is likely to have more than one audience, more than one kind of reader. You may be writing primarily for your peers – other professionals in the same field – but you might also want to educate other visitors about your work. To encourage them to spread the word or contribute to your cause.