The most important thing you can do to develop an effective Web site is to know exactly who you're trying to reach. Before you put pencil to paper (or fingers to keyboard), take a few moments to think carefully about your audience. You should develop the content of your page with the audience in mind. Try to clearly articulate the objective of each page of your site. Spend time thinking through the content before you begin the design.
Ask yourself the following questions.
Who is likely to visit your site?
Who do you want to visit your site?
What are people going to be looking for when they come to your site?
How can you present the material in a way that will be easy for them to find?
What information do you want to make sure they get?
What action(s) do you want them to take?
What are you trying to communicate, and to whom?
How will each page relate to the whole, and to the overall purpose of your site?