When you're building or writing your website the first thing you should consider is:
What exactly do I want this site to do?
Now the fist thing to come in to your head will be - Sell, be read, make me famous etc (depending on who you are)
But once you've got that you need to delve deeper, who do you want to sell to? What type of people are you looking to read your site? What do you want to be famous for?
You need to delve down and focus on your core market, you can't possibly reach an entire population, country, world, universe so don't even try all you'll be is bland and no one buys bland.
Focus your site on what you want to deliver, what really burns in your soul (or your warehouse)