I am a firm advocate of good design but most of the time people tend to interpret design as amazing graphics and astounding visuals they tend to forget that design is the culmination of every aspect of good and effective presentation into one (visit Vincent Flander's WebPagesThatSuck.com).

我一直提倡网站设计要精美，但很多时候，人们认为设计就是漂亮的图片以以及生动的视觉效果。人们忘记了设计需要把精美与有效的呈现方式结合在一起，这样才能达到设计的顶点 。

We all know that design and content have equal importance in regards to websites but if you must choose which one is immediately important, which will you choose, design or content? If you're going to prepare an entire web marketing strategy on which of these two shall you focus on more? Why? Please defend your answer?

我们都知道网站的设计和内容同等重要，但是如果现在让你做出选择，设计与内容，哪个更重要？如果要制定一个完整的网站营销策略，你会更重视哪一个呢？还是没有答案吗？

During my early days (around 1997), when I was still studying/learning to develop webpages, websites with astonishing visuals never fails to impress and I'd always ask myself this, "Man, how did they do that great graphic?" I will spend countless hours surfing the net collecting every graphically and visually orgasmic websites I could find and I'll try to imitate and recreate them with photoshop (Photoshop 4) and if I can't recreate them I'll scour the web for tutorials on how to make those visuals. Man, if I were paying for my internet connection I would be dead broke by now. It was a good thing that my internet access was free.

我在设计网站的初期（1997年左右），被那些视觉效果生动的网站深深吸引，那时还在学习如何设计网页。那时我总是这样问自己：“他们的图像怎么如此精美呢？”我花费了大量时间浏览设计精美的网站，并且想用photoshop重塑一个这样的网站，如果不能模仿，就自己学习构建这种网站的方法。如果当时那样做，我可能到现在仍然事业无成，但很庆幸，我没有那么做。

Then it hit me, after saving a screenshot of those awesome website, saving all those wonderful wallpapers and all those banners and images, in my mind a very simple question was formed, "When was the last time I visited these websites again?" the answer was simple, once or never. After, analyzing my thoughts I finally noticed that most of these sites offers nothing but visuals. I had spent countless hours browsing these websites and I was only looking at their visuals, why, because that was all they have. That was the only thing they can offer, visuals.

但是，在收集了这些网站的屏幕截图、墙纸以及图片以后，我想到了一个简单的问题：“最后一次浏览这些网站是在什么时间？”答案很简单，因为只有一次或者从未浏览过。经过分析，我发现这些网站除了图像生动以外，没有其它作用。我只是在浏览图片，因为这些网站只会提供精美的图片。

I finally realized that the websites I regularly visit like Yahoo, Web Monkey, Web Developer Virtual Library, and now Google doesn't have all these WOW factor thing, they don't have the bells and whistles of those extraordinary websites. All they have and all they offer was information, tons and tons of information. They never bothered to develop their look and their feel, what they developed was their content, their information database. Millions of people or millions of potential clients, buyers and opportunities go to these websites not to look at their remarkable visuals or presentations but to acquire what everybody need information and people pay a lot of money for information. A father will pay millions of dollars just to get some information about his long lost child but this same father would not pay anything more than 10,000 or even 50,000 USD just to look at a design, he won't even pay at all.

我注意到Yahoo、Web Developer、Virtual Library以及Google都没有出现精美的图像，也没有出现铃声、嘘声，只有大量的信息。这些网站从来不会精心设计网站外观，但很注意网站的内容、信息资料库。数百万潜在购买者浏览网站只是获取信息，而不是观赏精美图像。一位父亲会花费数百万寻找失踪的孩子，但他们不会花费10000-50000美元去观赏页面布局，甚至不会花一分钱。

Content development is in a much higher level than Design Conceptualization, Creation and Development. Yes, design will capture your visitor's immediate attention. All the wows, oohhhsss and overwhelming appreciation of the design will follow it but after that what? I for once is very irritated of websites which will make you wait 1 minute for you to download their 3 minute intro just to find out later that the information you are looking for is not there. It does not only irritates me, it also makes me mad as hell because I've wasted 5 minutes of my time for nothing and I believe that almost all internet users especially those on dial-up have the same sentiments as mine.

其实，内容设计比布局设计更重要。是的，布局会立刻抓住访问者的注意力，但欣赏完以后呢？有一次，我浪费了1分钟时间去等待长达3分钟的网站引导页下载，后来发现，寻找的内容根本没有出现在页面中。我不仅生气，而且快要发疯了，因为，我花费了5分钟时间却没有找到任何内容。我相信，所有用户遇到这种情况都会有这种感觉，尤其是那些电话上网的用户。

Content makes the big bucks. Here is another analogy. It is like a commercial ad on TV, they'll hype a product with visuals, graphics, amazing videos, cool sounds and they'll even get your favorite star to endorse it but in reality it is just as good as the next product. If you ever seen that TV ad for a brand of powdered laundry soap where the speaker just places the cloth stained with grease on a basin of water and just poured some of their product and left it, and after an hour she'll be back and it is already clean without any effort from you. I tried it, using the same product but it didn't work. I even left it longer. It didn't remove the grease from my shirt but it did remove the color and the grease is still there.

内容的作用更大，我们做一个类比，就像电视中的广告，广告中会出现生动的图像、精美的图片及视频、清新的声音，甚至出现用户崇拜的明星，但实际上，这些广告产品与其它同类产品没有任何区别。你可能在电视中看过一则某品牌洗衣皂的广告：把带有油污的布料放入一盆水中，加入洗衣皂，一个小时以后，布料就变得非常干净。我试验过这种产品，但并没有作用，即使浸泡的时间更长。衬衣的油渍没除掉，倒是颜色除掉了。

I'm not saying that the product doesn't really work, what I'm saying is, it is all hype just like a website with all the hype. If you have a website that has all these bells and whistles, have you ever wondered how many potential paying clients have pressed the back button or have typed in a different URL just because they can't wait to load your website, just stop for a while and think of the dollars that you easily could have raked in only if your site loaded just a nanosecond sooner.

我并不是想说产品没有作用，而是想说虚假广告就像虚假网站。如果网站出现铃声以及嘘声，很多潜在购买者会退出网站或者登录其它网站，因为你的网站下载时间太长。其实，如果网站下载速度提高了十亿分之一秒，你会多收入很多美元。

Web surfers are an impatient breed. Very few will actually wait until your elaborate design loads. Only those that are interested in your design will wait and look at it and who are they? They are not the paying public, they are not the CEO's, they are not the business people and they are not the people who have the dough to pay for your services, skills and talents. They are not the people whom you are trying to sell your service to. Then who are they? They are designers, artist and creative people who are just there to steal, copy and plagiarize your hard work.

网站访问者并没有耐心，他们不会等待精心设计的网站慢慢下载。只有对布局感兴趣的访问者才会等待，那么这些访问者是哪些人呢？他们不是消费者，不是CEO，不是商人、不是花钱享受网站服务的人，也不是你要销售的群体，那么他们到底是什么人呢？他们是设计者、艺术家、创作群体，他们只是想抄袭你的作品。

Content is KING. In fact, it is a GOD. A website with good and well thought out content can and will survive longer than an extravagantly designed one. A lavishly designed website will bring in immediate traffic but they are not quality traffic. They could even be just one time visitors but content, fresh and new (am iterating), will drive not just new visitors but will bring in more visitors which could become potential users of your site and once they become users and get hooked on your site then the big bucks will not be very far behind them (hopefully).

内容更重要。其实，内容是网站的中心。比起布局精美的网站，内容精心设计的网站存活的时间更长。布局精美的网站当时可以吸引很多访问者，但都不是能消费的访问者。他们可能只是一次性用户，不会为网站带来更多的消费者（他们可能会成为网站潜在用户）。

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