1) Business Purpose
Identify your business purpose. Ask yourself questions like does your purpose meet your customer need? how do you create your online content to fulfill that purpose?
For example, if your are selling educational products online such as software, so your business purpose is using your website to create content that would educate your potential user to understand how to use your products, how does your product could benefit their life, use other customers real user experience, compare your product with other similar products online, making a live video tutorial to guide your customer of how to use your product in reality.
2) Website Goals
After your know your business purpose, you should learn how to conduct a market research in your business niche or do a keyword research to help you understand your potential customer buying persona based by related keywords they type in search engines.
Learn everything about your customer buying persona, find out what are the content that are still missing in your business niche or by your competitors that your customers are eagerly looking for when making a decision to buy your products or services.
Your goals should create a friendly user experience website, write conversion content that your customer are looking for, when creating the content, always switch your mind to end user mind, get into their mind, try to understand what is their need, concern, then write the targeted content to guide them to the destination they are looking for.
3) Targeted Audience
You should study to understand your audience buying behaviors as much as possible, the basic way to do it is conducting a keyword research using Google Keyword Planner, find out the couple most conversion searched keywords that potential customers type in, think deeply about who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. If you able to sort out most of those questions, then you should be in better position to write better conversion content to your targeted audience.