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?

不久前，一位客户让我给他设计公司网站首页。在准备设计以前，我询问他：首页需要完成什么目的呢？或者说，首页的主要目标是什么呢？在客户浏览主页时，公司希望客户做出什么行动呢？

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.

他们的回答很简单。从根本上来说，公司希望我设计的网站，可以帮访问者找到需要的信息。

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.

答案很有意思。也就是说，他们的主要目标是：让访问者在网站上找到信息，至于在访问者登录网站后，希望他们干什么，并没有具体的目标。他们的答案反映出目标导向型网站与访问者导向型网站之间存在矛盾。

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.

以我个人经验来看，很多人都认识到了这个矛盾。他们认为：访问者登录网站后，可以随便浏览，这种设计更好，而不用指导访问者的具体行动。对他们来说，访问者导向型网页是被动的；目标导向型网页又会与消费者的寻找内容产生矛盾。

Nothing could be further from the truth.

事实并不是这样。

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，网站的首要目标就是满足消费者的需要，网站设计中的每一个决定，都应该考虑他们的要求，而并非网站要求。

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

难道这就意味着建立目标导向型网站，确定访问者的行动，是错误的吗？不，不是这样的。

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.

其实，它就如同谈恋爱，你的恋爱对象希望完全被你控制吗？当然不会。但是他们希望你处于被动状态吗？也不会。相反，他们希望自己处于被追求的状态。

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，网站访问者也是这样——他们需要你去迎合他们。他们希望你去说服他们，同时也希望你能够解答他们的疑问，希望网站有自己的设计策略。最后，他们希望网站告诉他们怎样找到需要的信息。

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.

记住：很多访问者浏览网站时并没有特别明确的需要，这时网站要帮助他们确定需要，指导他们分析环境、做出选择，还要解释为什么你的方案是最好的，并且告诉他们如何实施这个方案。总之，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，网站需要为访问者提供指导，但如果你的方案可以明确、清晰地解决访问者需要，你就需要把方案明确展现出来，因为他们想做的事情与你希望他们做的事情之间并没有矛盾。从这个意义上说，你的网站可以兼顾访问者导向型与目标导向型这两个特点。

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.

也就是说，不要询问客户：网站目标是什么，你可以问：访问者会从你的网页中获取那些内容？（其实，兼顾上述两个问题会对网站设计更有帮助。）两个问题的答案是一样的。

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.

在创建访问者导向型网站的同时，不要低估了制定具体目标的重要性。只有两者兼顾才能让访问者满意，也能让你满意。

让访问者了解你的产品 网站设计中细节问题

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