Before you begin to build a site, you need to determine the purpose of your website. Your primary objective when you are planning your site is to be able to identify what you want visitors to do when they visit your site. In other words, what is your site’s purpose? Generally speaking you will want your visitors to take one of the following five actions:

在你决定创建一个站点之前，你必须要明确建站的目标。你要对网站的内容和功能进行策划，至少要让用户在访问你的网站之后有事可做。换句话说，创建网站要有一定的目标性和方向性。一般来说，网站的客户服务基本包括下面五个方面：

Purchase a product or service
购买一项产品或服务

  Provide contact information
提供交流信息

  Download a white paper, datasheet, or other promotional materials
下载一份文件 

  Join your newsletter
加入你的业务通讯行业

  Click on advertiser’s banners or affiliate links
点击广告条或加入会员

There are other goals websites have, but these are the primary five goals most any site has. I have built over 100 websites – everything from consumer oriented e-commerce sites to B-to-B corporate sites to municipal management systems and intranets. Regardless of size or scope, the single biggest mistake I see managers make over and over is trying to make their sites do too many different kinds of things. You should establish your site’s primary purpose, and make everything on the site revolve around that goal.

网站还包含了其它的目标，但是上述五个目标是大多是网站都具备的。我一共架构过100多个网站 — 其中包括以消费者为导向的电子商务网站、B2B公司站、市政府管理系统以及企业内部局域网站。这其中无论是多大尺度或是多大规模的网站，通常会犯的一个错误就是：网站所提供的内容和服务种类太多太多了，缺乏目的性。因此，我要告诫你：创建网站必须带有极强的目标性，网站中所包含的所有内容都应该是围绕这个目标展开的。

      

When a site is properly focused on it’s primary purpose, visitors understand intuitively what it’s about and are not left with the feeling that they are being “gamed”, or worse that the site is irrelevant to them. They are also less likely to become confused about what they are supposed to do if they are ready to take the next step with your company.

集中于一个目标而创建的网站，其内容一目了然，不会让访问者感到网站与他们毫不相干从而产生一种被愚弄的感觉；当他们想进一步了解你的公司的时候，他们不会感到任何困惑，因为他们知道网站能够提供给他们想要的东西。

That means that if you are trying to collect names and email addresses of potential clients for your consultancy, you shouldn’t waste valuable real estate on your homepage discussing your “corporate vision”, you should be concentrating on establishing your expertise and demonstrating the knowledge your potential clients are looking for. Likewise, if you are supposed to be selling products on your website, then forget about trying to appeal to investors. Investors will be most impressed with a retail site that effectively converts visitors into customers, and you’ll make a lot more money in the process.

这意味着：如果你正试图收集潜在客户的名称或是E-Mail地址这类信息资料时，你应该坦诚地告诉你的用户，你和他们做这样的合作不会浪费他们宝贵的时间，而是一种真正的价值交流；同时，你应该创建一批专家团队，更好地为你的客户进行解答和服务。这里要指出很重要的一点，假如你要在网站上推销产品，那么你不要幻想有人会来为你投资。因为投资商所看中的是，你这样的零售网站能否有效地将访问者转化为真正的消费者，要做到这点，你的投入会很大很大。

This doesn’t mean that you don’t have multiple goals for your business. This simply means that your site should focus on its primary purpose, and that purpose should be directly related to revenue-generating activities.

这并不意味着你所经营的商业缺乏多个目标。这仅仅是告诉你，你的站点应该围绕一个目标展开，而实现这个目标与你获得经济收入直接相关。

Once you have identified your site’s purpose, you should take the time to write out the general path you would expect your visitors to take through your site. Think about it from their perspective. Some examples of this are:

当你确定了创建该网站的目标后，你应该好好花花心思想想，该通过什么途径能使你的访问者接受你的网站并有所动作。注意：一定要从访问者的角度思考这个问题。下面具几个典型的例子。

Example 1
案例1

The visitor comes into the site and sees that my site is a retail seller of electronic devices. I plan to have several items featured on the front page of the website that represent the major product lines that I carry. The visitor can select one of the featured items, or select a product category from the navigation bar. Once the visitor selects an item, he or she is then given a detailed description of the product and a price. By clicking the “Buy Now” button, the visitor is taken to the shopping cart system where he or she is given the option to continue shopping or check out.

首先，当用户进入我的网站之后，发现该网站是一个电子设备零售网站。我计划在网站的首页上放上一系列典型的产品类别。这些产品类别能够代表我所出售的一系列产品。客户可以从导航条上选取一种产品类别，或是选择一个产品目录。一旦访问者选择了其中的一个产品之后，他/她将获取一份有关该产品的详细介绍和价格。通过点击“Buy Now[立即购买]”按钮，将会自动转入该访问者所对应的购物车系统，让用户对当前所预定的产品一目了然。此时，用户可以选择继续挑选商品或就此结帐购买。

This site’s purpose: Sell Electronic Devices
网站目标：把电子产品卖出去

Example 2
案例2

The visitor enters the site and sees that we are a manufacturer of aftermarket automotive parts. We do not sell direct to the public, and our target audience is retail auto parts stores and other resellers such as auto mechanics. Therefore, we begin our site copy with an overview of why our parts are more attractive to retail customers and how we can help retailers become more profitable by carrying our product lines. The visitor is given the opportunity to do one of two things:

当访问者进入这个网站之后，会发现这是一个汽车配件生产商的站点。由于我们的客户群不是大众，而是汽车配件配件零售商或二手交易商，所以，我们在网站上放置的信息是：指明为什么我们的产品深受零售商们的欢迎，销售我们的产品是如何为零售商们赚取更多利润的。访问者进入网站后可以做两件事：

1.  View a catalog of our products
查看产品目录

2.  Obtain more information on how to qualify for our “preferred retailer’s program”
了解如何获取我们所推出的“首选零售商计划”的资格

If the visitor decides to get more information, then he or she is taken to a form that collects contact information and sends that information to our business development staff. If the visitor elects to view the product catalog, then he or she is given access to our product catalog in PDF format. The product catalog has the telephone number of our business development staff on every page.

如果访问者还希望获取更多的信息，那么他/她需要填写一张业务联系表并将信息发送我们的业务开发部门；如果访问者访问者选择查看产品目录，它将获取一份PDF格式的产品目录。这份目录中的每一页都留有业务开发部的联系电话。

      

This site’s purpose: Give retailers a reason to call the business development staff
网站目标：让零售商主动联系我们的业务开发部

Example 3
案例3

The visitor enters the site and sees that I provide freelance graphic design and copywriting services to companies in the St. Louis area. The visitor is given the option to view my online portfolio or view a partial client list. Each page of the site gives the visitor the opportunity to fill out an online form to receive a free 1-hour marketing consultation. If the client fills out the form, it will send their contact information to me via email.

当访问者进入网站之后，他们马上就会知晓，我们是为圣路易斯地区的公司提供自由图形设计和版权服务的。访问者可以选择查看我们的在线公文包或查看部分客户列表；网站中的每个页面都可以让访问者通过填写在线表单获取1小时左右的免费市场咨询。如果客户填写了表单之后，我们将通过email获取他们的联系方式。

This site’s purpose: Obtain leads via the online form
网站目标：通过在线表单获取客户联系方式

Clearly, the businesses in the three examples above are in completely different industries and have totally different objectives. The one thing they have in common is that each of them views their website through their customer’s eyes, and each has a clear objective in mind.

很明显，上述的三个网站并不是同处于一个行业中的，因此，它们的目标截然不同。但是有几点是相同的，即：它们都是从消费者的观点出发的；它们都包含明确的目标性。

  Site number 1 wants to sell electronics
第一个网站的目标是：把电子产品卖出去

  Site number 2 wants to attract resellers
第二个网站的目标是：吸引零售商

  Site number 3 wants to obtain contact information
第三个网站的目标是：获取客户的联系方式

In conclusion, you should identify one action that you want your site visitors to take, and make the entire site focused on channeling visitors to take that desired action. If you ever feel inclined to put something on your homepage or in your navigation system that isn’t directly related to your site’s primary purpose, then you are about to redirect visitors away from a revenue-generating activity and into something that doesn’t help your business. Remember to Focus, Focus, and Focus.

综上所述，创建一个网站时，你必须要从客户的观点出发，明确你创建的网站能为你的客户带来什么；并拟定一个详细的计划，集中精力让客户按照你所设计的方案执行下去，从而达到你建站的目的。如果你在主页上或是导航系统中放置了许多与你的建站目标毫无关联的信息，那么接下来你将面临的后果是：失去可以和你进行直接商务往来的客户。我要告诫你，这样做表面上看上去内容很全，其实对你的业务毫无帮助。请记住：一定要对目标紧跟、紧跟、再紧跟…

评论 (0) All

登陆 | 还没注册？