Your client should have some information about their customers, such as their ages, incomes, and so on. Use these pieces of information to create personas, and create user flows that fit the website. In our example, the Racing Club, we would create personas such as the following:

• George: 38 years old, father, garage worker, passionate about racing
• Paul: 28 years old, single, works in finance, has a love for cars and racing

Both users, flows will work differently and you can already suppress any flows that don't concern our target users.