Regardless of size, building a Web site is similar to building a house. There are many decisions to make along the way, most vendors will try to sell the owners on more than they need, and if one is not careful, the project can end up costing more than anticipated. However, when executed properly, a marketer with little technical knowledge can step away with an effective and appropriate Web site for his/her industry by following a few simple guidelines.

假如不考虑体积，建网站就如同建房子，两者有许多共同之处。卖主需要按照买主的要求，进行设计，并且如果不细心计划，建设成本会高于预期成本。然而，如果遵循以下规则，建设网站，即使是缺乏专业技术知识的经营商，也会拥有一个有效、成功的网站。

Whether you've hired an external marketing firm to assist you with these steps or you're working directly with a Web design firm, at a minimum the following guidelines should be observed when approaching a Web site project.

无论聘请专业营销团队，还是聘请专业网站设计团队，你都需要保证他们根据这些规则进行网站设计。

Identify Your Target Market
明确目标市场

The Internet is so exciting we all want to jump on this gravy train and make things happen, but the cutting edge isn't for every market, and some technologies may look cool but are useless to your mission. Taking some time to think about who you are targeting with your Web site, and how you would like to steer them towards doing business with you will assist you in identifying your goals and become a reference point for all subsequent decisions.

网络市场很有吸引力，所以很多人都希望进行网站营销，但市场不同，营销元素就不同，一些营销内容并不一定适合网站。你需要考虑网站目标受众，考虑吸引受众的方法，这样有助于确定网站目标，也有利于做出正确的决策。

Examine your target market's approach to the Web and your content. The Internet provides a uniquely intimate experience in which the site visitor chooses the direction of the information in a non-linear fashion. The site visitor is not bound by pages in a book. S/he can only make decisions based upon the following:

检验目标受众登录网站、浏览目标内容的方式、原因。网站访问者利用非线性方式浏览网站信息，这种方式很特别。网站访问者不同于书籍读者，他们根据以下内容确定浏览内容：

1. What do I need?

所需内容。

2. What are the choices?

选择内容。

3. What is my past experience?

过去的浏览经历。

This means that regardless of how you usually consider your product or service offerings, it's more important than ever to consider those items from the client perspective. Take time to think about how your various targets will approach your Web site - what information will they seek? Is this an existing client? A prospective client? What keywords will this person look for? What keywords are meaningful to that target group? What is their experience with the Web thus far?

这就意味着，你需要站在网站客户的角度考虑如何提供产品或服务，不能只考虑自己的想法。网站如何吸引目标受众呢？目标受众需要什么信息呢？目标受众是客户还是潜在客户呢？他们会寻找哪些关键词呢？而哪些关键词能够吸引目标受众呢？他们有什么浏览经历呢？

Determine Goals and Strategies
确定目标以及发展策略

After completing the above steps, then decide on some reasonable goals for your Web site. What tactics and strategies will you implement to meet those goals? For example, a goal might be to provide current departmental information on the Web site to keep prospective students up to date on the latest course offerings and department changes. A college may wish to encourage more teacher participation in updating the Web site, but other than providing them with the technology to do so, how will you inspire them and market to this group to make their involvement in the college feel interesting and not just another task? Some of these questions may get complex, and your project may slow down here because it's not fun. However, more time in this area will enable you to save money in the long run and increase your satisfaction with the final Web site.

完成上述几个步骤以后，确定网站合理的目标。何种战略、战术可以帮助实现网站目标呢？比如说，此目标可以是提供系里的最新信息，保证学生了解最新课程以及系里的各种变动情况。大学可能鼓励老师更新网站，而不是利用技术手段，但如何使老师对这项工作产生兴趣，而不会觉得是一项任务呢？这些问题可能很复杂，你可能因此而放慢网站构建速度，因为这些问题太枯燥，然而如果这些问题考虑好了，网站长期成本会减少，网站用户满意度会提高。

Get Buy-In
考虑他人想法

Bring all your decision makers together and let them know what you're planning. Let them give you their input. If they disagree with some of your choices, you can back up your choices with something they don't have - research. Your ideas are not based on feelings, they're based on fact, and that's powerful. However, the other stakeholders in the Web site might have some good ideas. Maybe they want to get increased benefit from the Web site, too, like an intranet, or automated email notification. Listen to these ideas and consider them carefully.

决策确定以后，保证网站设计者了解这些计划，他们才可以按照要求进行网站构建。如果他们不同意你的某项决定，你需要重新研究这些内容。决策应该建立在事实基础上，而不是感觉基础上，这一点很重要。他们可能会有好的建议，或许会增加网站销售量，比如说，内网或者自动电子信函通知。你需要认真考虑他们的意见。

Evaluate Needs
考虑需要

Now that you know what you want your Web site to do, you can figure out what technology is out there to do it with. This will inevitably cause some revisions to the previous step, as creative vendors will inform you of applications and opportunities you may not have thought of before. That's okay - you will not be led astray by the temptation of the super highway when all you needed was a 2 lane road. But you will be able to appreciate the input and take time to consider if this option fits your target market's approach to your Web site.

明确网站目标、内容之后，你需要考虑网站构建技术。这一步可能会导致步骤地修改，因为有创造性的设计者会告诉你一些以前没有想到过的应用软件。没有关系，你不会迷惑，但是你需要考虑这些技术是否利于吸引网站目标受众。

Identify Vendors
确定设计者

If you've been diligent about the above process, it's time to consider your vendors - which will be really easy to do now that you know what you need. Then it becomes a matter of comparing facts in a matrix - does company X provide this feature or not? At what cost? Then the choice is less about having lots of features and more about having the right ones that fit your goals.

上述步骤完成以后，你需要选择网站设计者，如何选择网站设计者呢？你需要考虑以下问题：设计公司能否设计出你需要的网站特征？成本高不高？网站能否实现预定目标？

合理安排网站颜色 保证网站的兼容性

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