As the world virtually shrinks into the window on your computer screen, the web site is the best and a must-have tool for any business. Not only can it reach a global audience, it will boost your local exposure exponentially--at a minimal cost.

这个世界在逐渐变“小”，随着计算机的出现，世界就成了计算机屏幕上的窗户，网络因此而变成了商业必须的，也是最好的工具。网络不仅能让全世界认识你，还能让你花最小的成本不断增加你的曝光度。

However, your business web site isn't, and shouldn't be, just an electronic version of your product/service brochure. It could also be another potential revenue-generating source.

但是，商业网站不能、也不应该只是产品或服务介绍的电子版本，它可以作为另一种有潜力的收益来源。

Just like a printed brochure, your web site doesn't get read by your visitors from top to bottom. At least not initially--and not until you get them interested in what you have to offer.

就像读印刷版的说明书一样，顾客不会从头到尾地去看网站上的内容。至少网站开始会遇到这种情况，当读者对网站的内容感兴趣了，这种情况可能就不会发生。

First Impression
第一印象

As the saying goes,
俗话说：

"You never get a second chance to make a first impression."
“给人的第一印象一定要好”

And nowhere is this truer than on the Web. Your prospects form an instant impression of you and your company the moment your home page displays onto their computer screens."

这句话用在网上最合适。当你的网页呈现在用户的电脑屏幕上时，用户从对你和公司的第一印象中，就判断出公司的情况了。

In a mouse click, your prospects determine who you are, how they feel about you, and decide if they want to do business with you. Is your web site creating the impression you want? Your business web site acts as a silent salesman for your business. Knowing this, wouldn't you want to "dress" it to WOW your customers?

就在鼠标点击的一瞬间，顾客就有了自己的判断，比如说，公司的状况，他们对公司的感觉，以及决定是否与公司合作。你的网站会不会给人留下深刻的印象呢？你的网站是否是一个无声的推销员，不断在推销产品呢?现在是不是想更新一下网站来吸引更多的客户呢？

Web Design vs Web Creation
Web设计和Web创造

Being able to draw doesn't make one an artist. Just as having written an essay doesn't make one a novelist. At least not without years of practice and training. Similarly, and with the widespread availability of professional software, you as a small business owner may choose to design-it-yourself (DIY). You may think you could create your own artwork, "design" a promotion flyer, build a web site.

会画的人并不一定是艺术家，写文章的人也并不一定成为文学家，至少如果没有几年的磨练，事实会是这样。有些公司可能会在专业软件的帮助下，自己设计网页，建立网站，推销自己的产品。但是同样的道理，这样未必行得通。

However, to design something to visually communicate effectively and compellingly, you have to consider its clarity, font usage, readability.

然而，网站是需要客户与自己主动交流的，同时这种交流又不许是有效的，所以要设计网站必须考虑页面是否简洁明了，字体是否容易让读者接受，内容是否是有价值。

Other things to consider are:
其他需要考虑的事情：

• Your business communications
  商务交流
• Branding and marketing mix
  品牌和营销结合

These are business communication problems to be addressed. You also need to consider its consistency, identity, colour, professionalism, integration, innovation and emotional impression.

这里还要指出一些商业交流的问题，比如说我们要考虑，网站的一致性，认证，色彩，专业性等等。

Usability
可用性

Have you ever gone for a drive with a map someone else made and it is poorly drawn or just wrong? We all hate the frustration of getting lost. A difficult or inefficient navigation would break your web site as quickly and easily as it was created (by yourself). We evaluate the consistency, innovation, linkage, usability and presentation of the design.

不知道您有没有出现过这种情况，驾车外出，但是地图中出现了各种各样的错误，尽管我们都不喜欢外出迷路，但在此种情况下会出现这种让人沮丧的情况。这种难理解，又没有什么帮助的导航系统会很轻易地把你的网站毁掉，速度非常快。这又让我们想到了当时公司自己建网站时也是很容易，速度非常快。我们会评价一致性，创新，联系，适用性和设计的呈现图。

We also evaluate the resolution requirements, complexity, consistency, usability to test the effectiveness of the web site layout.

我们也会评价解答需要，复杂性，一致性，检验网站布局有效性。

How We Really Use the Web
如何真正运用网络

In his book, Don't Make Me Think: A Common Sense Approach to Web Usability, web usability guru, Steve Krug, writes:

在Steve Krug的《Don't Make Me Think》一书中，他对符合Web可用性的基本方法作了下面这样的描写：

"When we're creating sites, we act as though people are going to pore over each page, reading our finely crafted text, figuring out how we've organized things, and weighing their options before deciding which link to click.

建立网站时，我们按照这样的思想来建：用户会读读每一页，认真读每一篇文章，他们也会考虑网站如何组织版面，并且在决定链接哪个网站之前，会考虑一番。

What they actually do most of the time (if we're lucky) is glance at each new page, scan some of the text, and click on the first link that catches their interest or vaguely resembles the thing they're looking for. There are usually large parts of the page that they don't even look at."

但实际上却不时这样，用户大部分时间是匆匆看一眼新网页，浏览一下有哪些文章，然后找一篇自己感兴趣的文章，或者是自己正在寻找的文章。

How we really use the web site
如何正确利用网络

Krug adds that if one wants to design effective Web pages, there are three facts about real-world Web use to consider:

Krug 在书中还指出，要想设计一个有效率的网页，需要考虑三个利用网络的事实

1. We don't read pages. We scan them.
1.浏览网页，不会精读

Why? Because:
为什么？因为：

• We're usually in a hurry.
  我们很匆忙
• We know we don't need to read everything.
  没有必要注意每一条信息
• We're good at it.
  使用简明的语言表达内容

2. We don't make optimal choices. We satisfied.
无须做出最佳选择

Why? Because:
为什么？因为：

• We're usually in a hurry.
  通常很匆忙
• There's not much of a penalty for guessing wrong.
  猜错了不会有多少惩罚
• Weighing options may not improve our chances.
  衡量不会改善机会
• Guessing is more fun.
  猜测更有意思

3. We don't figure out how things work. We muddle through.
达到目的，不考虑运行情况

Why? Because:
为什么？因为：

• It's not important to us.
  它并不重要

If we find something that works, we stick to it.
如果我们发现了有用的东西，就会一直坚持下去。

评论 (0) All

登陆 | 还没注册？