How do you determine your target audience for your website

When you build a website for your business it has to be built so it draws visitors looking specifically for the product or service you provide if the goal is to draw online sales or have someone find out more about your company if they were referred to you. This requires narrowing down what type of information, features and products your targeted audience would be looking for. To be found on the Internet by visitors that have the potential of being actual customers the website needs to contain quality information, keywords and phrases the targeted audience would search for and project a professional appearance.