Once the target audience is decided upon the next step is make a list of what that target audience will want. Here's some ideas of what a target audience might want:
When visiting a business, informational or resume web site people look for a professional appearance. Quality graphics and content in an organized, uncluttered arrangement give a professional appearance.
A good web site design
A good web site design does not have to have all the bells and whistles available. A simple clean design can be just as effective (if not more effective) as one that uses all the latest technologies available.
A simple navigation system that is consistent throughout the whole site is easier for the visitor to learn. If the system is complicated or inconsistent the visitor will get lost within the site and may leave because they find it too hard to find what they are looking for.
Fulfillment of their immediate needs
If the content fulfills the immediate needs of the visitor then they are more likely to bookmark the site for future reference and/or refer others to the site.
Demonstration of Capabilities
Information on and reference to past and current projects and clients that shows what type of work the company/individual is capable of.
All of the above and consideration of the type of user (novice, expert or international) will dictate the type of content and marketing the web site will require.