Not too long ago, a client asked me to create a new design for his company's home page. As I was getting ready to work on the design, I asked my client what the homepage needed to accomplish. In other words, what were the page's primary goals? What did the company want clients to do when they got to the home page?

不久以前，一个客户请我帮他设计一套公司主页。当我正准备开始起草设计文案时，我询问我的客户：你希望主页完成之后达到怎样的效果？换句话说，你制作这个主页需要达到的主要目标是什么？贵公司希望客户在访问主页之后，接下来要做的是什么？

The response was simple. Essentially, the company wanted me to design the site so that visitors would be able to find what they were looking for.

那位客户的答复很简单：从根本上讲，公司制作网站的目的就是希望客户能够及时地搜索到他们所需要的信息。

Interesting answer. In other words, their primary goal is for visitors to be able to locate what they are searching for, without defining specific goals for what the company wants visitors to do once the arrive at the home page. Their response implied that there is a conflict between designing a goal-oriented site and designing around visitors' needs.

真是一个有趣的回答。换句话说，他们建站的主要目标就是希望客户能够搜索到他们所需要的信息，至于客户访问主页之后接下来需要做些什么，他们自己也没有非常明确的目标。这个回答暗示了一个很重要的信息：设计“目标导向型网站”和设计“用户需求导向型”网站之间存在着冲突。

Based on my own personal experience, a lot of people perceive the same conflict. They believe it is better to invite visitors in and ask them to look around, without defining specific actions they want visitors to take. To them, being visitor-oriented means being passive, and designing a goal-oriented page is in opposition to a strong customer focus.

就我的个人经验来说，大部分人都会遇到上述这样的冲突。大部分人仅仅只满足于让访问者“四处逛逛、四处瞧瞧”，而对这些访问者在访问了网站之后该干些什么毫无概念。对他们来说，以“访问者为导向”的网站是非常被动的，设计“目标导向型”页面将与客户所关心的焦点背道而驰。

Nothing could be further from the truth.

其实，事实远非如此。

Of course, the first priority of web design is to meet the needs of your visitor. Your every decision in designing your site should revolve around them--not you.

当然，话又说回来了，网站设计的首要目的就是能够满足访问者的需求。你在网站设计中所做出的每一个决定都应该在网站的内容中（而非你）循环出现。

But does that mean it's wrong to set goals for your site and define what you want visitors to do? Nope.

但是，仅凭上述这一点就可以说明设计一个“目标导向型网站”从而使访问者“有事可做”是错误的吗？我可以告诉你：绝对不是这样！

Think of it like a dating relationship. Does the object of your affection want to be completely controlled? Of course not. But do they want you to be passive? Not that either. On the contrary, they want their hearts to be won.

你可以把它想象成一种恋爱关系。你希望你的情感被完全控制吗？当然不是；同样地，你希望你的情感过于被动吗？也不是。相反，你所希望的是你们彼此的心灵情感达到共赢的效果。

Your visitors are the same way--they want to be won as well. They need you to be persuasive. Visitors are expecting YOU to have the answer to their problem. They want you to have a game plan. And finally, they want you to tell them exactly what to do to get to the solution.

同样地，访问者和你的想法一样，他们也希望达到共赢。他们需要你去说服他们，希望你能帮助他们解决他们所遇到的问题，希望你能提供给他们一个可行的计划；最后，他们还希望你能准确地告诉他们具体可行的解决方案。

Keep in mind that many people who come to your site have poorly articulated needs. They need someone to help them define their need, educate them about their circumstances and options, explain why your solution is the best, and tell them exactly what to do to get that solution. They need you to be persuasive.

请记住，大多数人都是带着一种极大的需求来访问你的网站的。他们希望你能够告诉他们到底需要什么以及具体面临的情况和抉择，并指出为什么你给出的解决方案是最好的。最后，你还要为他们指明确切的方向，告诉他们这项方案具体该如何实施。归根到底，他们需要你去说服他们。

Of course you need to be visitor-oriented. But if you learn how to match your solutions to well-defined, clearly articulated needs on the part of the visitor, there won't be any discrepancy between what they want to do and what you want them to do. In that sense, you'll be able to design a visitor-oriented page that is also completely goal-oriented.

当然你需要作为一个“访问者的向导”的角色。但是，如果你知道该如何确定最好的解决方案，那么请明明白白地告诉你的访问者！不要害怕这样做，因为客户需求和你给他们提供的实施方案之间不会自相矛盾。从这个意义上讲，你将能设计出 “访问者导向”和“目标导向”二者兼顾的网页。

In other words, instead of asking a client, "What are your goals for this page," I could just as well ask, "What do your visitors need from this page?" (In fact, it's helpful to keep both versions of the question in mind for balance.) The answer to both questions will be the same.

我还可以这样说，与其问你的客户：你制作这个页面的所要达到的目标是什么；还不如问：你的访问者到底需要从你制作的网页上获取什么（事实上，这对兼顾上述两个议题反而更有帮助的）。其实，上述两个问题的答案是相同的。

As you seek to be visitor-oriented, don't underestimate the importance of defining specific goals. Doing so will help both you and your visitor achieve satisfaction.

当你在努力寻求“访问者导向型”网页设计理念的同时，千万不要低估了“确定一个具体目标”的重要性。如果能兼顾上述二者，它将使你和你的访问者实现双赢。

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