One of the most common questions I get from my clients is, "What should I put on my home page? Where do I begin?" Whether you are starting a new web site or redesigning your existing one, these are important questions to ask. If you don't get the answers right, you might as well not even have a web site.

客户经常问我这样的问题：“网站主页应该如何设计呢？又应该如何开始设计呢？”你在构建或者重塑网站之前，也要询问自己这两个问题，如果没有合适的答案，最好不要设计网站。

The Purpose of a Home Page
网站首页目的

The home page serves many functions, and they all must work together seamlessly. First of all, it must be designed to rank well in the search engines so that people who don't already know you can find you. Second, it's an introduction to your business and an invitation to new customers and clients. Third, it must have a clear and intuitive navigation system so that a visitor can immediately know the scope of your site and easily move around in it. This topic won't be covered here, but you can read more about this in my article about Designing the Perfect Web Menu (http://www.zmoon.com/articles/menu.html). Fourth, it must load quickly, even for people using a dialup modem for their internet access. And all this must be contained in an attractive package!

网站首页应该具备很多功能，并且各个功能需要共同配合。首先，主页应该能够在搜索引擎中获得好的排名，这样便于陌生用户查找网站。其次，主页应该介绍网站业务，吸引消费者与客户。第三，导航系统应该清晰、直观，这样便于用户了解网站结构、查找相关信息。这个问题就不再赘述，你可以登录http://www.zmoon.com/articles/menu.html网站，阅读我的文章：《正确设计网站菜单》，那里会有详细介绍。最后，主页下载速度必须迅速，即使是用户利用电话拨号上网。吸引用户的主页必须包含以上四个功能。

To rank well in the search engines, you must either play by their rules, or buy your way in. Today we'll do it the free way, but if you want to know more about paid options, see my article on Search Engines: Should You Pay? (http://www.zmoon.com/search.html)

要确保在搜索引擎中获得好排名，你必须遵循它们的规则，或者支付一定费用。当然，现在都是免费的，但你如果希望了解更多的付费选择，可以阅读我的文章（关于搜索引擎）《需要支付费用吗？》（http://www.zmoon.com/search.html）。

The Two Main Factors that Will Improve Your Ranking
提高排名的两个主要因素

When ranking sites, the search engines consider two main factors. How many times does the search phrase occur on your page, and how many other quality sites link to your page? The first factor indicates how closely your page matches what the searcher is looking for. The second factor indicates the overall quality of your site, since other sites won't send their customers to you unless you offer excellent content. How to cultivate a strong network of sites linking to your site is beyond the scope of this article, but will be covered in another edition.

搜索引擎为网站排名时，主要考虑两个因素：搜索短语在网页中的出现次数、与网页进行连接的其它网站数量。第一个因素表明网页与搜索内容的密切程度；第二个因素表明网站的质量，因为只有网站提供优质服务，其它网站才会把用户带入你的网站。至于如何与其它网站建立链接，我会在其它板块中涉及。

Create Your Keywords List
创建关键词列表

Step one is to brainstorm a list of words and phrases you think someone would type into a search engine looking for a business like yours. If I had a landscaping business in Cheyenne, for instance, I might create this list: landscaping, tree trimming, lawn care, weed control, rock gardens, ponds, garden design, xeriscaping, flower beds, mulch, consultation, Cheyenne. I would include my city since I only work within 50 miles of home.

首先，列举出你认为用户可能在搜索引擎中键入的单词和短语（在搜索同类性质的网站时）。比如说，在Cheyenne推广景观美化，那关键词可能是：景观美化，修理树木，护理草坪，除草，设计假山庭院、池塘以及花园，xeriscaping、花的栽种、养殖以及咨询、Cheyenne。由于工作范围只在附近50英里以内，所以关键词中包含我的城市。

Next, I would use the free tool at Word Tracker (http://www.zmoon.com/cgi-bin/pl.pl?word) to get other words to add to my list, find out how often they were entered into the engines in the last 60 days, and how many competing sites also have them. I would probably buy a day's worth of access to their complete service since it adds so much information and costs less than ten bucks.

然后，利用Word Tracker（http://www.zmoon.com/cgi-bin/pl.pl?word）中的免费工具，寻找其它关键词，加入到列表中。查找两个月之中，这些词在搜索引擎中的出现机率，利用这些词的网站数量。我会购买一天的使用权，因为它们可以提供很多信息，但你只需支付十美元以下的费用。

Place Your Keywords on the Page
主页出现关键词

Make sure your highest-priority keywords are placed in the title tag of your code. Unless your business name is so well-known that thousands of people will type it into search engines looking for your site, leave it out of the title. Your logo will be prominent on the page, so they will see your name there.

最关键的词语应放在醒目的位置。如果用户熟知公司名称，他们会在搜索引擎中直接输入名称，寻找网站。如果不是，用户会忽略标题。Logo应该位于主页的突出位置，这样用户才可以看到公司名称。

Many search engines also give more points to words in headlines, so place your keywords there as well as in the body of the text.

许多搜索引擎注重标题中的关键词，所以标题与正文中都要出现关键词。

Now, placing a key phrase once in the title and once on your page won't be enough to get you to the top of the charts. On the other hand, repeating it too often can get you banned from the engines. Ideally, each phrase you're trying to optimize your page for should make up 1-7% of the text on the page, which should contain 250-700 words.

标题及网页中出现一次关键词，不会使网站在搜索引擎中处于排名第一的位置。另一方面，过多出现关键词也不好，会妨碍搜索引擎做索引。网页中，在文本内容包含250-700单词的情况下，每一个关键短语应该占据文本内容的1%-7%。

Use the free Keyword Density Analyzer (http://www.keyworddensity.com) to do the math for you.

这种情况下，你可以利用免费的关键词密度分析器：http://www.keyworddensity.com。

Moving from the Robots to the Humans

从搜索引擎转向用户。

OK, now, we've got the search engines covered and the visitors are pouring in. What do we have for them?

好的，既然搜索引擎可以对网站做索引了，浏览者会登录网站。网站应该为用户做什么呢？

In a word: Benefits.
利益

Your home page must entice your visitors to linger on your site for awhile. To make this happen, don't forget their favorite radio station: WII-FM, or What's in it for Me? The person in Cheyenne looking for a landscaper first wants to know how I can make his life easier while making his home more attractive. When he first arrives at my site he's not interested in me; he's only thinking of himself. I'd think he was selfish if I didn't act the same way when I'm surfing the web!

网站主页必须能够确保用户在网站停留一段时间，要达到这个目的，可以安排用户最喜欢的广播站：WII-FM。我应该怎么做呢？寻找庭园设计师的Cheyenne用户首先希望自己生活能更简单，家庭更具有吸引力。他们第一次进入网站时，对我没有兴趣，只对寻找的内容有兴趣。我浏览其它网站时，也会这样。

So, to write my home page, I'll take my key phrases and put them into headlines. I'll make sure they each scream out a benefit to my visitor. I know that he'll scan the headlines before he'll read my text, and if his first impression is how many ways I can help him, I've got him hooked.

因此，设计网站主页时，我会把关键词放入标题中，确保用户看到自己会得到的利益。我知道，用户在阅读文章之前，首先浏览标题，如果能让用户首先浏览到帮助他们的方法，他们就会考虑聘请我。

Here's a partial list of headlines I might use:
我可会使用以下几个标题

Relax this summer--We've got Your Lawn Care Covered

惬意的夏日——为您修理草坪

Save Water with a Beautiful Xeriscape Garden

漂亮的Xeriscape花园，为您节约用水

Your Flower Beds Can Be the Envy of Your Neighborhood

让邻居羡慕的花坛

Throw Away Your Ladder--Let Us Trim Your Trees

抛弃梯子，让我们为您修理树木

Fall Asleep to the Soothing Sound of Your Pond's Waterfalls

伴着池塘瀑布舒服的声音入眠

Didn't those sound good? And did you notice they each contain a key word or phrase?

声音难听吗？其实每一个标题都包含一个关键词或词组。

Next I'd write several short paragraphs under each one, using keywords to further explain how my services can benefit them. Now my home page is a grabber both for the search engines and my new customers.

下面，我会在标题下面增添文章，运用关键词解释我的服务如何令用户受益。这样我的主页既能吸引搜索引擎，又能吸引新消费者。

The absolute master at writing for the web is Dr. Ken Evoy. I strongly suggest you visit his site and download some of his excellent, free resources for Doing Business on the Web (http://www.zmoon.com/cgi-bin/pl.pl?site).

Ken Evoy博士是一位网站内容写作大师，我强烈建议你登录他的网站，免费下载几篇关于网站经营的文章：（http://www.zmoon.com/cgi-bin/pl.pl?site）。

The Next Step
下一步

Now that I've optimized my home page, I'll use similar tactics on each additional page. These will still feature the appropriate keywords in the title, headlines and text, but the content can move a bit away from the benefits and more toward solid information. I hooked my visitor on the home page, so now I need to reel him in with helpful free information, testimonials from satisfied neighbors, and a bit about my background and experience.

现在，主页优化完成，我会运用相同方法优化其它网页。标题、文章中仍然要出现关键词，但内容不应该像主页一样介绍用户可获得的利益，而应该多呈现相关信息。既然主页已经把用户吸引住，现在就应该为用户提供免费的指导性信息、其它客户的满意推荐书以及我的背景和经历。

Conclusion
结论

Your home page is arguably the most important in your site. First it has to be found by visitors using the search engines. Then it must show them enough personal benefits that they will click a link to go further into your site instead of clicking the back button. Follow the guidelines I've presented here and you should be off to a good start. Good luck!

事实证明，网站主页很重要。首先，保证用户可以利用搜索引擎引擎找到网站。然后，网页中呈现为用户提供帮助的信息，确保用户点击网站链接，不会退出网站。根据以上建议，你会有个好的开始，祝你好运！

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