BabyCenter.com is one of my favorite sites. With a big red arrow in the center of the page, accompanied by "Start Here!" this site stands out simply because it devotes the central area of its home page to addressing the needs of first-time visitors.

BabyCenter.com是我最喜欢的一个网站。网页中心出现一个大的红色箭头，写着“点击这儿”，这个网站之所以突出，是因为网页中心内容的设置，满足了首次登录网站的访问者的需要。


Babycenter.com's home page focuses on satisfying new users

Instead of using that space to publish its own news or promote some high-margin product, BabyCenter.com uses it to draw new visitors into the site.

BabyCenter.com并没有利用中心空间呈现有价值的新闻或者推销高利润产品，而是用来吸引网站访问者。

Instead of saying, "Listen to us," the site is saying, "Tell us about yourself."

网站没有出现“聆听我们”，而是出现“介绍自己”。

Dell uses a similar strategy. The site uses part of the home page to ask you to identify what type of buyer you are (consumer, small business, large business, government, etc.). When new visitors select an option from the list, they are taken to a page that is likely to be relevant to their needs.

戴尔公司网站运用了这种方法。戴尔公司网站利用部分主页空间，让用户确定自己的购买者类型（普通消费者、小型企业、大型企业、政府等）。当访问者确定这个问题之后，会进入有可能满足自己需要的网页。



Dell's home page devotes a large portion of real estate to helping new users find the page most relevant to their needs.

By way of contrast, most sites are less centered on the needs of new visitors and better optimized for returning customers.

现在大多数网站迎合回访客户的需要，而很少照顾到初次登录网站的访问者。

It's tempting to take this second route, because it is a great deal easier to build a home page for customers who have been there a number of times before.

主页设计更容易照顾到访问网站多次的回访客户，所以很多网站运用这种方法。

Returning visitors don't need handholding. They don't need to be told what it is you actually do. They don't need to be carefully directed to the most relevant pages within the site.

回访客户不需要网站紧紧控制，他们不需要被告知网站实际存在什么内容，也不需要被指引到相关网页。

Of course, the less you have to attend to the needs of the first-time visitor, the more you can use your home page to publish your own news or promote your own products. There's plenty of space for press releases, new product announcements, and special offers.

当然，越少考虑初次访问者的需要，你就可以留出越多的空间发布新闻，推销产品。你就可以在网站中发布新闻稿、发布新产品、推销特价产品。

And with returning visitors, you don't have to pay such close attention to the language. They know where to go and what to do. You can write complete nonsense on your home page, and many returning visitors won't even notice. Sloppy writing works just fine for people who don't need to read it.

面对回访用户时，你不需要考虑语言的运用，他们了解具体位置以及具体内容。即使网站首页出现废话，回访者也不会注意。不希望阅读内容的人不在乎内容是否正式。

But you may want to think carefully about the role of the home page. Unless you run a highly unusual business, you will experience natural attrition among your existing customer base. So, you eventually need new customers. If new customers are a priority, then take a second look at your home page. Is it optimized for first-time visitors?

但是你需要考虑网站主页的作用。除非你的行业非常特殊，否则你的现存客户一定会减少，所以你需要不断吸引新客户。新的访问者会利用1秒钟的时间浏览网页，是否可以成为消费者会受到网站主页的影响。

If your home page isn't designed for people who are looking at it for the very first time, your rate of converting visitors to new customers is going to be disappointingly low.

如果主页设计没有考虑初次登录网站用户的需要，那么访问者转化为消费者的机率会非常低。

Here's a quick checklist against which to gauge your home page:

下面介绍检验网站主页是否符合标准的几条内容：

Is your home page customer-centric or company-centric? Is it focused on what your customers need or on what your company does?

网站主页设计是以消费者为中心还是以公司为中心？网站设计考虑消费者需要什么内容，还是考虑公司提供什么内容。

Do a few words in a prominent position clearly describe what you do? Do the words describe what you offer your visitors?

主页突出位置是否有几个关键词，可以清楚描述网站内容呢？这几个词语是否可以描述用户可以从网站获得的内容呢？

Do you devote a central part of the page to first-time visitors? Does the copy specifically help first-time visitors achieve their goals, quickly and simply?

网站主页中心位置是否为首次登录网站的访问者设计呢？网站文字内容是否可以帮助初次登录网站的访问者快速、简便地完成目标呢？

Do you pay special attention to the copy you write for first-time visitors? As mentioned, returning customers can skim over most of the text with no ill effects. But new visitors are looking for clear and simple directions and descriptions.

主页文字内容是否考虑到初次登录网站的访问者的需要呢？刚才提到，回访客户不会重视大部分文字内容，但新客户会寻找清晰、简单的产品说明与描述。

Is that copy for new visitors warm and welcoming? Does it work to diminish the natural fear that a prospective customer will feel when thinking about doing business with you?

主页文字内容是否能够让访问者产生亲切感？主页是否能消除潜在客户对于网站的恐惧心理呢？

Do you tell your first-time visitors what to DO? You may know the best route for them to take to achieve their goal, but they won't.

主页是否能让初次登录的访问者了解需要做什么呢？你可以告诉他们达到目标的最佳路径，但他们自己不知道。

Many items could be added to this list. But these should be enough to tell you whether your home page is optimized for new visitors.

当然，评价内容还有很多，但这几条已经可以评价出你的主页是否可以获得新访问者的青睐。

And if it isn't, think about how much business you could be losing.

如果达不到以上要求，你可能会流失很多网站消费者。

文本与图片，哪项内容更重要？ 网站中的图片设计

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