Consider whether they are adults or children, whether they are native or non-native English speakers, their English literacy level, any other language(s) they speak, the country they live in now, the city or area they live in now, and any other relevant information.
Briefly write the most important things you need your audience to know after reading this text
Briefly write what your audience already knows about your organisation, situation, or text topic (this helps reduce redundancies in writing)
Briefly write what questions the text might not answer (this helps to work out if I need to include more information in the text)
E.g. more client referrals
E.g. know about and access our services