Choice 1
When you publish your site, everyone with an internet connection can potentially find it. Writing for the world is very difficult (digital footprint); writing for a more specific audience may make the design of your site and finding the right content easier. For whom are you writing? Be as specific as possible, including what they like, don’t like, how much time they spend online, how old they are.
Example: My website will be mainly built for professional connections
Choice 2
Imagine designing this website for one of your mentors, a person you highly respect. What content about you do you want to impress them with? How are your choices connected to your mentor?
Example: First, to impress my mentor I know my website to show my unique strengths and help me stand out from others who have a similar background. However, I would also want my website to convey my accomplishments while also showcasing my lifelong goals.
When? Towards the end of your work year.