Takerroad

User personas give you great insight into users' goals and behaviour.But a web site often has its own goals that may be in conflict with the goals of the users. The site also often has Soft Goals, to support or develop its Brand.
Once you know what your site wants to achieve, and what your visitors want to achieve, it's time to start planning out the site's structure.You can also start by sketch out the experience, using pencil & paper, just showing the most important aspects of the interaction between site and user.
A key step in doing your page layout sketch is getting a good idea of where your visitors will want to look.When you craft the page on the computer, your job is to balance the relative noticeability of all the visual elements on the page, so that visitors will be drawn to the things that are most important.