Who are you trying to reach? This is called your target audience.
If I’ve learned anything in my years of marketing, it’s that you need to define your audience early on. Are you trying to direct people to your personal website so they can learn something from you? What do you have to offer them?
By answering these questions, you’ll be able to get a better picture of your audience, and this will give you direction on how you communicate with them on your website and on social media.