Huge Mistake #1: Creating a Website with Flash -- Did you know in a recent study, top internet marketers discovered that having a website created with Flash, actually DECREASED the response from prospects and customers by as much as three-hundred-and-seventy percent?

第一大错误：运用Flash设计网站——通过近期一项研究，大型网络营销商发现，利用Flash创建的网站会流失很多潜在用户以及现有用户。

Here's why: Your prospects and customers are most likely visiting your website using all types of different computers, connection speeds and internet configuration settings...

原因：用户浏览网站时，运用的计算机、网络连接速度以及网络配置是不同的。

What may look GREAT to one visitor, may not even appear for another! You could very easily have shelled out hundreds or even thousands of dollars to have a website created using the Flash technology, only to find out that some of your visitors will never see it! (not to mention the loading times can cause your visitor to close your site, never to return again.)

不同的客户会有不同的浏览效果。你可以轻易支付几百甚至几千美元设计Flash网站，但你会发现很多客户不会注意Flash内容，并且flash网站的下载速度很慢，用户可能因此而退出。

Huge Mistake #2: The "Internet Catalog" Approach -- You see this everywhere. Good, honest and hardworking businessmen and women get online to sell their products or services, and have a site created for them that contains a link to just about everything they offer on one page. Their thinking goes along the lines of, "...well, I don't want to leave anyone out. If they come to my site, I want to make sure I have what they're looking for..." -- This way of thinking could not be further from the truth.

第二大错误：“网络检索目录”方法——你会经常见到这个目录。是的，正直、勤劳的商人在网站中销售产品，并且会为用户提供相关的产品连接。他们这样考虑：用户登录网站，就要确保他们找到需要的产品或服务，不能让他们离开。其实，事实并不是这样。

Here's why: There's an ancient rule that goes back to the very beginning of direct-marketing on the internet, taught by the richest, most legendary and well-respected internet marketers of all time...

原因：网络营销应该利用直销之初的一条法则，那时最富有、最受人尊敬的传奇营销者这样说：

"When you give your prospects too many choices, they become confused and aren't sure what to do next. Confused people never buy anything."

“顾客有太多选择时，就会困惑，不知如何行动。困惑的中人不会进行购买。”

Huge Mistake #3: Optimizing Your Sales Site for the Search Engines -- You'll see this taught in nearly every "internet marketing" course, manual or eBook out there... "You must optimize every page of your website for the search engines!" -- In fact, this false teaching is accepted as 'gospel truth' so often, that most web designers will offer to do this for you at no, or little extra cost...

第三大错误：进行搜索引擎优化——基本上每本网络营销书籍（印刷书籍或者电子书籍）都会介绍这个内容。“网站的所有网页都要进行搜索引擎优化。”——其实，这个错误方法经常被当作真理，大多数网站设计者进行网站优化时，基本上不需要花费成本。

What they DON'T understand is that certain words and phrases must be either re-worded (to make it "keyword rich") or taken out completely, just to be looked upon highly by the mighty search engines -- and this could KILL your sales, literally overnight.

他们不了解哪些单词或短语应该重复，成为关键词；不了解哪些词语应该完全被删除，因为这些词语会被大多数搜索引擎忽略。如果这样，你的网站可能会在一夜之间毁灭。

Here's why: When you or a hired web designer optimize your SALES page (i.e. any web page designed to sell your products and services) to get a higher listing in the search engines, you're going to have to sacrifice the pulling-power of your sales copy (i.e. written sales material) just to get those higher listings. Sure, this can bring you more traffic -- but what good is all the traffic in the world, if your visitors arrive at your website and aren't compelled enough to read why they should order your product?

原因：你或者是网站设计者优化销售页面（产品或服务的销售页面）时，会牺牲产品说明，以获得一个好排名。当然，这样网站访问量会增加，但如果用户登录网站以后，不能浏览相关的产品介绍，不会说服自己进行产品购买。

For years, it has been taught that you should always try to find a "balance" of SEO (Search-Engine-Optimization) mixed with promotional copy designed to sell your products and services...

你应该在搜索引擎优化与产品说明之间，找到一个平衡点。我们经常听到这样的观点。

WRONG AGAIN! -- The truth is that you should NEVER optimize your sales page for the Search Engines. Instead, you should create tiny "entry pages" for each keyword related to your product or service, (highly optimized for the Search Engines) and have them link to your main sales site! (we can show you exactly how to do this quickly and easily and get *massive* targeted traffic from the Search Engines - without ever *touching* your sales site!)

错误！——其实，你不应该进行搜索引擎优化。你应该为每一个与产品或服务相关的关键词设置微型“进入页面”，让他们与主要销售网站进行链接。（我们会让你了解如何快捷、简便地吸引潜在受众，而不用优化网站）

Huge Mistake #4: Having a "Graphics-Based" Website -- Sure, graphics can certainly help us to visualize a particular situation or circumstance, product or service... But did you know that having a graphically-driven website can actually DISTRACT your visitor away from your sales message?

第四大错误：创建“图片网站”——当然，图片可以使网站更具有视觉吸引力，更加突出产品或服务。但这样的网站会把用户的注意力从销售信息转移到图片中。

After all, your sales message (or "web copy") is THE #1 most important factor in a website that makes money. If your visitors are paying more attention to your "professional graphics" than your sales message... you've just lost another sale.

毕竟，销售信息是网站盈利的最重要因素。如果用户过于重视图片，网站销售量会下降。

Here's why: You've got approximately seven seconds from the time your visitor arrives at your site, to the time they decide whether to buy your product, get more information or LEAVE. If you've got a graphically-intensive website, your website will most likely still be loading past your seven-second time limit.

原因：从用户登录网站到决定是否购买，用户大约只用7秒钟的时间，或者获取更多信息或者离开网站。如果网站图片分布过于密集，可能这七秒钟网页下载都没有完成。

That's a "customer-killer" in and of itself - however, the real reason lies within the fact that the bigger, brighter and more beautiful your graphics are, the more they will distract your visitor from your sales message. And if your visitor is distracted even for one second, it could mean the difference between getting a sale, and losing a customer.

这样其实是在浪费用户以及网站的时间。真正原因是：网站图片尺寸越大、越显著、越漂亮，用户阅读产品说明的注意力就越分散。注意力即使转移一秒钟，也会决定用户购买情况，或许网站会失去一个消费者。

Huge Mistake #5: Designing a Website with ZERO Marketing Experience -- Most web designers have no idea how to make money on the internet, with anything other than their design services. It's not their fault - they simply have no or very little marketing and sales experience. After all, they're just website designers...

第五大错误：网站设计者没有营销经验——大多数网站设计者不了解网络营销的方法，只是提供设计服务。这不是他们的错，毕竟他们只是网站设计者，基本上没有销售经验。

However, having your website designed by someone with ZERO internet marketing experience is like buying a street-car without an engine... it won't go anywhere, and it'll just waste your time and money!

然而，聘请这样的网站设计者，构建网站，就像购买没有引擎的汽车，不会启动，并且会浪费时间与金钱。

构建网站是否需要聘请网站设计者 网站设计基本规则

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