Describe your audience/avatar
They're....
What are their struggles and challenges?
They're having a hard time with...
What are they on your site for? That is to say, what's their "fundamental question" that they're looking for an answer to?
They're looking for...
What can you offer to fill that need?
I can offer them...
Describe over-arching site goals of what you'd like your users to do. List in order of priority.