In the past few weeks, I've become increasingly aware of a major problem among websites: It's very difficult to figure out what the site is actually selling.

近几个星期以来，我逐渐意识到很多网站存在一个重要问题：很难让用户明确网站的销售内容。

I've encountered this problem numerous times recently due to emails from people asking for advice on their websites. Unfortunately, when I visit their site, I can't tell what kind of product or service they are offering. I can usually get a general idea of their industry, and I can figure out at least some features of the product or service. However, there have been multiple instances where I can't get a concrete grasp of what the product IS.

近来，为了征求用户意见，在登录这些网站以后，我无数次碰到这个问题。在访问这些网站时，我无法了解他们提供的产品或服务类型。我通常对他们的行业有一个大体了解，我至少可以说出他们销售的产品或服务的某些特点，然而，很多情况下，我不能具体了解他们提供什么产品。

Case in point: This week, I got an email from a company offering financial services. They were interested in having me build a website for their product. The product, as they described it, is a financial tool enabling companies to save $1,000-2,000 per employee per year on their health insurance plan without altering their coverage, carrier, or plan.

案例：这一周，一家金融服务公司发电子邮件给我，让我为他们的产品建立一个网站。据他们说，这种产品是一种金融工具，它可以保证公司在不改变任何政策和计划的情况下，让公司每个员工每年减少1000-2000美元的健康保险开支。

Despite the fact that the company sent me a fair amount of information, I nevertheless had not a clue what the product is.

尽管这家金融服务公司提供了大量产品信息，我还是不明白产品是什么。

Why?

为什么？

Because they didn't explain the exact nature of this "tool." After reading everything they sent, I was still left to wonder: Is it an actual product, such as a piece of software? Or is it some sort of membership in a program or organization? Or is it more of a service provided by the company and not really a concrete product at all?

因为他们没有准确说明“工具”的特征。阅读完他们的材料后，我充满疑惑：产品是一种类似软件的实际产品吗？还是程序或机构中的某种会员制度呢？或者仅仅是公司提供的一项服务，而不是真正意义上的产品呢？

In their defense, they actually did a good job of conveying the benefit--saving $1,000-2,000 per employee per year. But I still wanted to know what the product IS.

在他们的描述中，虽然传达了产品的一个优点：每个员工每年节省1000-2000美元，但我仍然想知道产品的具体类型。

Such lack of clarity can be devastating to a website. Visitors detest uncertainty, and they will not spend time or money on a site that leaves them with an incomplete understanding of what's being sold.

缺少清晰说明会给网站带来负面影响。访问者厌烦内容模糊的网站，他们不会在未提供充分产品信息的网站上花费时间和金钱。

In my experience, many people don't actually know how to define their product or service in a single sentence. And even if they can define it, they don't define it in a way that someone unfamiliar with their product would readily understand.

以我的经验来看，很多网站业主不知道如何用一句话概括产品或服务。即使能够概括，内容也很难让消费者理解。

Apparently, many companies suppose that if they provide lots of information, it will translate to understanding on the part of a visitor. But this frequently isn't true.

显然，很多公司认为，只要提供大量信息，部分访问者就会了解相关产品。但事实经常不是这样。

If the information is vague, even if there is lots of it, visitors won't be able to deduce the exact nature of the company's services. And they certainly won't be able to do it in a timely manner.

如果信息模糊，即使提供大量的信息，访问者也不会了解公司产品或服务的特征，当然就不会及时采取购买行动。

An equally significant problem is that although a site may eventually define its product clearly, it doesn't happen fast enough. The problem is that visitors won't stick around long enough to hunt and peck for the answers they seek. You have to be clear up front.

还有一个重要问题，即使网站清楚地说明产品的特征，客户也不会立即购买。因为浏览者不会停留很长时间，去寻找相关产品信息，所以必须精简产品信息。

What's the key to solving the problem? For starters, here are four suggestions:

解决这个问题的关键是什么呢？首先，参考以下四条建议：

Recognize the problem. Consciously make a note of the fact that lack of clarity is a serious issue. By your very sensitivity to the issue, you'll be better prepared to deal with it.

正视这个问题。承认产品或服务说明含糊其辞是个严重错误。对这个问题敏感了，你会时时刻刻注意。

Focus on getting your message across in the first seconds of a visitor's visit. You ordinarily have a very short period of time in which to convince visitors to stay or leave, so make the most of it. Make it your top priority to proclaim your message very clearly on the home page.

要让访问者登录网站后的前几秒，就能理解产品信息。通常，说服访问者停留的时间很少，所以必须充分利用这几秒钟。你应该首先考虑，在首页最醒目的位置清晰展示产品信息。

Write for a twelve-year-old. If at all possible, try to make sure your message would be comprehensible to a kid. Even if you have a product or service that a twelve-year-old wouldn't be interested in, it's usually possible to write in terms they would understand.

内容易于12岁孩子理解。如果可能，尽量易于孩子理解。即使你的目标消费者不是12岁的孩子，也要尽可能让他们理解这些描述语言，他们能理解，你的客户也就能理解。

Write a good site definition (see my previous article on the topic: http://www.kianta.com/designtips/definition.htm). A site definition is a concise, objective one-sentence statement explaining what a site does. This statement should appear in a high-visibility location, preferably at the top of each page near the logo.

清晰介绍网站内容（可以登录http://www.kianta.com/designtips/definition.htm，阅读相关文章）。网站介绍要简练，可以用一句话客观陈述网站内容。这句话一定要放在醒目的位置，最好是在网页顶端logo附近。

Get the perspective of a few outsiders. Round up a few people who are unfamiliar with your service to help you, and see if they are able to adequately describe your product to you based on your copy.

可以找一些外行人做个调查。在他们不了解产品或服务的情况下，让这些人浏览产品说明，看他们能否在浏览后，清楚地描述你的产品。

Whatever you do, don't underestimate the importance of clarity. Be clear, be concise, be specific.

不管采用什么方法，产品描述语言一定要：清楚、简练、明确。

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