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Who are your customers?
The people who spend money at your site are the most beautiful
people in the world — you want to know everything about them. (In fact
you better share their interests, otherwise you'll never bond with them
enough to be successful.) With all your customers' desires in mind, make
your site the center of their world. Beginning with the front page, make
it clear that you exist for their special needs.
Case in point: AnglersVice is a fly-fishing
site started by an ex-stockbroker who's following his lifelong passion
with fly-fishing. He not only sells the gear, he offers scads of
information about fly-fishing, including "The Angler," an online
magazine about the sport. He posts photos of happy fisherman near the
top of his front page. He knows his customers and he uses that knowledge
to sell to them.
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