When commissioning a new website built using Umbraco, or any CMS for that matter, its critical to have a clear understanding of your audience.  During the initial scoping of the new website, you should define who you are targeting the website at in as much detail as possible. Having a clear audience definition that clearly states their goals can make it very easy for an agency to understand what you're trying to achieve and ensures that the site is personalised with meaningful content.  The audience statement supports the production of a content specification, and, during the design stages of the…