Build your website with the end in mind. Who will be your audience, your clients, your customers. What their needs really are. How and why can your website and your offerings benefit them.
The website should have that focus, what it really wants to achieve. The entire flow of the website should be a direction to whatever you wish to achieve. If you do not identify your audience, clients / customers, and their needs, who do you think will want to visit your website? The idea is to serve a need. This is what will make it popular and viral.
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