On your own website, it's obvious to you what your company does and what your site is all about. However, the odds are high that your visitors won't automatically know that information the first time they come to your site.

你会很清楚自己网站的内容和性质，但访问者初次浏览网站时，却经常不能自动了解这些内容。

It's up to you to sum things up for your visitors so they can immediately understand the basic focus of your company or organization, as well as the services you offer.

你应该突出网站重要内容，这样访问者能够立即注意公司或组织的形象，同时了解公司提供的服务。

That's where a site definition comes in. A site definition is a concise, objective statement explaining what a site does. (If the term "site definition" is new to you, there's a reason--I coined it!) It's basically a one-sentence summary of the focus of the site.

这就需要站点定义。站点定义就是对网站内容的简要解释。如果你对“站点定义”这个术语很陌生，你可以参考我总结的这个定义：一句话总结网站内容。

Here are a few examples of good site definitions:
有些站点定义就比较好，例如：

"Your source for in-depth computer hardware info" (http://www.hardwarecentral.com)

“深度发掘电脑硬件信息”：
http://www.hardwarecentral.com。

"Job search for technology professionals" (http://www.dice.com)

“寻找专业技术人员”：http://www.dice.com。

"Website evaluations from a scientific angle" (http://www.stinkagefactor.com)

“科学评估网站设计”：http://www.stinkagefactor.com。

Sometimes, you can get away with a super short definition. For example, the definition on our company's website (http://www.kianta.com) is just two words: "Web development."

其实，有时候你可以运用非常简短的语言，比如说，我们的 (http://www.kianta.com) 站点定义只有两个单词："Web development."。

The site definition should generally appear in the upper left corner of the page near the logo. It shouldn't be an obtrusive part of the design, but it should definitely be available for visitors to see.

站点定义应该出现在网页的左上角，logo附近。虽然站点定义不应该过分突出，但必须要醒目，保证让浏览者注意到。

Placing a site definition on your pages has two benefits. The first one is for yourself: A site definition helps you stay focused. When you force yourself to summarize your purpose in a single sentence, it's a 3-second, easy-to-remember plan for where your site needs to go and what you need to work toward in your own planning for your site. This can help prevent you from getting off track and winding up with a disorganized, unfocused site.

网页出现站点定义有两个优点。第一，你自己能够收益，因为这样可以吸引用户关注你的网站。总结网站内容的一句话应该在3秒钟之内让访问者记住，这句话应该是网站的发展目标以及你的工作方向。这样可以避免网站给用户留下无序、令人印象不深刻的印象。

The second benefit is for your visitors. A site definition explains in a single phrase the basics of what visitors can find on your site. This is crucial, since many visitors will not have a clear understanding of what your company does. Your copy can help with this somewhat, but sales copy is generally unobjective, and it can take a while for the visitor to understand what it is you're selling. Although it is important to have sales-oriented copy, sometimes visitors just feel like saying, "But what do you DO?"

第二，访问者可以收益。一句话的站点定义可以方便访问者寻找网站内容，这点很重要，因为现在很多访问者不能清楚了解公司内容。产品介绍可以帮助用户了解公司内容，但作用不明显，用户需要花费时间了解公司的销售内容。尽管销售内容很重要，但有时访问者会产生疑惑：公司到底是干什么的？

Here are three tips for writing an effective site definition:

编写有效的站点定义，需要注意以下三点：

1. Be ojective.
1.内容符合实际

If you aren't objective in your definition, the definition will lose credibility. Avoid saying things like "We're #1!" A site definition is not the place to use persuasive, hyped-up language.

如果站点定义不客观，就会失去可信度。避免出现“我们是NO.1”这样的语句，站点定义不应该出现劝说性、刺激性语言。

2. Be specific.
2. 内容明确

A definition isn't the same as a tagline. Taglines are usually catchy phrases that don't necessarily help visitors understand your services. For example, XO's tagline (http://www.xo.com) is "Not just talk." This phrase doesn't actually define anything, so it doesn't help visitors understand the company. The same is true with Nike's tagline, "Just do it."

站点定义与广告用语不同，后者多出现刺激购买的语句，并不会帮助用户理解公司的服务内容。比如说XO的广告语是：“Not just talk”（http://www.xo.com）。这个短语没有说明任何内容，所以不会帮助访问者理解公司内容，Nike广告语“Just do it”也是这样的。

3. Don't use jargon.
3. 避免使用行话

If you use terms that don't make sense to your visitors, the definition isn't going to help, because the definition itself will have to be defined. Try not to use words that aren't part of everyday English.

如果使用访问者不理解的专业术语，站点定义没有任何作用，因为定义本身必须被说明。尽量使用日常英语中的语句。

The exception would be if you know your target audience will understand some jargon. For example, if you have a website geared toward programmers, it's ok to use the term PHP. Although that term isn't an everyday word to most people, it is an everyday word to a programmer.

但是，也有例外：如果目标用户理解这个术语，那么说明中可以使用。比如：如果网站目标用户是程序员，你就可以使用术语PHP。尽管大多数普通人不了解PHP，但程序员却每天都接触这个术语。

There are a few cases in which you probably wouldn't need a site definition. Occasionally, a site's main page makes it so obvious what the site sells that a definition isn't really necessary. However, this is rare, even for well-designed sites. It's difficult to explain what your site is all about as clearly and succinctly as you can with a definition.

许多情况下，站点定义可能会多余。网站主页如果已经清楚地说明了销售内容，这时站点定义就是多余的。然而，这种情况很少出现，即使是已经设计好的网站。如果网站很难清楚、明了地介绍公司的产品，你可以使用站点定义。

A site definition would also not be necessary if your domain name is very descriptive. For example, UnixHoster.com or petproducts.com. These domains give a fairly good indication of the services provided on those sites.

如果网站域名能够清楚描述网站内容，那么站点定义也是多余的。有些域名已经很好地解释了网站的服务内容。

Aside from these exceptions, most other sites would benefit from a clear, concise definition. What's yours?

除了这两种特殊情况，其它网站都需要简明、清晰的站点定义。你的网站需要吗？

合理安排网站文字内容 网站内容比布局更重要

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