When creating a website project, it’s always important to think about the end users of the site. Frequently it’s the case, however, that many designers focus too much on creating a site that will impress their clients, forgetting that it’s the audience who really matter.
What you need to do as a designer, is talk with your client and keep the focus on the intended audience and make sure the client is thinking the right way. You want to keep pushing the point that whatever features you are including in the design are features that are going to greatly improve the user experience and that the audience will love these features.
This is necessary because clients have an even greater tendency to forget the purpose of creating the website than designers do.
First identify the audience
Are they kids? Geeks?