Once you define your audience and its purpose, you need to clarify your message for this group. Are you providing simple steps to find facts or to perform a transaction? Or do you want to entice your audience to read further and consider applying to a special program? Do you simply want them to linger and browse through your collection? Sometimes you have a number of messages, but if you keep in mind your primary message for your primary audience, your site will be easier to navigate and more focused.