In establishing any Internet presence, there are three major aspects of the process that must work in harmony together to bring about a successful whole. It is essential to get all three aspects right, or the resulting Web site is more likely to be a liability than an asset.

创建网站时，必须兼顾三个主要方面，这样才能确保网站的有效性。否则，构建网站只能增加负债，而不能产生利润。

Authoring
创作

The authoring component of a web presence is what it would suggest: the wording.

网站创作的内容就是网站提供给用户的内容：文字信息。

It covers production of all information content and other copy written for your Web site or adapted from other sources.

创作内容包括所有信息、创作或者改编的其它网站文字说明。

As well as the more obvious passages and paragraphs of text, attention needs to be given to every piece of text.

文章以及文章内的各个段落，都是我们应该注意的内容。

Every label, caption and heading has a role to play in the overall value of your site.

每一个标记、标题、题目都会体现网站的价值。

Furthermore, the requirements of effective text on the Internet are slightly different from those of other media. Writing for the web means making allowance for the fact that reading patterns and attention spans are different to printed material.

此外，有效的网站文本，与其它媒体的文本稍微有点区别。网站用户的阅读方式与注意广度不同于印刷媒体用户。

Design
设计

Surrounding the textual content is the overall design. The design element deals with the visual layout and overall appearance of a Web site: in essence, how a site visitor sees the information. An attractive, logical screen design enhances the visitor experience, and encourages them to think favourably of the company responsible. An ugly or clumsy design quickly sends a visitor back to the search engines to find an alternative company.

文字内容需要整体设计。通过设计，网站的视觉布局与外观呈现出来：其实也就是访问者浏览信息的方法。吸引力大、逻辑性强的网站设计，可以增强访问者的体验性，确保访问者对公司产生良好的印象。然而，设计拙劣的网站，只会导致访问者登录其它网站。

In spoken communication up to 90% of the message is contained in the non-verbal parts of a conversation, such as tone, body language and eye contact. On the Internet, a large portion of the overall message presented by a Web site is in the non-text elements: the styling, the layout, and the organisation of the information.

在语言交流中，90%多的信息通过语调、体态语以及眼神等非语言内容传达。网站中，大部分信息通过样式、布局以及信息结构传达。

Consultancy
网站的利用

The final key is in the integration of a Web site into the real world business processes. The label of 'consultancy' covers the consideration of all the real world issues that come with a new Web site, and making it work in a business sense, as well as technically.

最后一个关键步骤是，把网站整合到现实商业中。我们需要考虑的问题包括网站建立后，随之而来的各种现实问题，以及如何推动网站为企业服务。

Any significant change, such as the addition of a Web site into the overall marketing mix used by an organisation, needs to be given careful consideration and handled properly to ensure that the business benefits from the new channels.

我们应该仔细考虑，正确处理所有重大变化。比如说，网站整合到营销组合中以后，我们要保证，网站能够创造利润。

Balance and Harmony
平衡与协调

Taken together, good authoring, good consultancy and good design can create a useful and valuable Internet site. In many instances one or more of these features are lacking, resulting in Web sites which are visually attractive and eye catching, but contain text which does not deliver the company message or encourage visitors to become customers.

好的创作、正确的利用方法以及合理的设计能创作出有效、实用的网站。很多情况下，缺少以上一种或几种特征，网站的视觉吸引力可能会很强，但文字内容并不能传达有效信息，不能说服访问者进行购买。

Other failings bring about Web sites that are visually mundane or unappealing, but - when they are actually read - strongly encourage visitors to give their business to the company. Ill thought out processes create Web sites which are attractive and well written, but just don't have the business processes to back them up - visitors become customers, but only once, when the business is unable to deal effectively with their electronic custom.

其它缺点可能导致网站缺少视觉吸引力，但网站内容会鼓励访问者购买公司产品。我希望创造出视觉吸引力强、而且内容有价值的网站，但一直没有找到合适的方法。其实，只有在网站不能有效处理电子业务时，访问者才不会进行购买。

Any successful Web site is the product of a harmonious balance of well written content, laid out in an appealing design, backed up by a working, reliable business environment.

在良好的商业环境中，网站只有兼顾内容与外观设计，才会最终取得成功。

网站设计必需运用的5种方法 设计合理的网站主页确实能吸引访问者

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