The first step is to recognize that you, as the website owner, are not your audience. You need to understand who your audience is, what they need, and how they will use your site. Only then can you develop a site that is tailored to the needs of your intended users.
To do this, you’ll need to take a step back and think about why your audience is using your site. What are their goals? What are their problems? What are their needs? What are their expectations? What is their motivation?
Once you’ve pinpointed your audience, you can begin to design your site to meet their needs.