Knowing the type of people who browse your website is a very necessary task because you can apply that information to improve your site to suit them. As a result, you will gain more loyal returning visitors that return back again and again for more.
What is the age level and what type of knowledge does your audience have? A layman might linger around a general site on gardening, but a professional botanist might turn his nose at the very same site. Similarly, a regular person will leave a site filled with astronomy abstracts but a well educated university graduate will find that site interesting.
Put your audience's emotional state into consideration when creating your site. If a very irritated visitor searches for a solution and comes across your site, you will want to be sure you provide the solution right up front and sell or viral your product to him second. In this way, the visitor will give his trust in you for providing the solution to his problems and is more likely to buy your product when you provide it to him after that.
When you design the layout for your site, you have to keep into account the characteristics of your audience. Are they old or young people? Are they looking for trends or are they just looking for information served without any icing on the cake? For example, providing a new, exciting game with a simple, straightforward black text against white background page will definitely turn prospects away. Make sure your design suits your site's general theme.
Use to sprinkle colloquial language in your sites sparingly where you watch fit and you will develop a sense that your audience is on common ground with you. This in turn create a trusting relationship between you and your audience, which will come in useful should you want to market a product to your audience.