The second rule to effective web design is to Know Your Target. Always start by asking – Who is your target audience? This applies to every single site… ever made… you always need to identify the target audience and decide what is the single most important thing the audience should leave a site knowing. Do not be afraid to develop separate sites to market to different targets and then cross-market the sites. Sometimes dumping everything onto one site is not the best approach. This is especially true for companies that sell different products aimed at different demographics.