Since as many as 80% of visitors will never finish even the headline on a page, it's clear we need to put our best effort into creating them. And the headline on our home page is the one that matters most. Here's why.

80%的网站访问者甚至不会浏览网页标题，所以我们需要花费时间与精力研究标题的编排。网站主页中的标题作用重大。为什么？下面介绍原因。

We can never be sure of the page upon which a visitor may land. This may not matter as much on your site as it does on some, but it holds true to some degree on all sites. Most of the listing returned by search engines do not point to a home page. So if a surfer clicks such a listing, they land on the page to which the listing points.

我们不能保证访问者会登录网页，或许各个网站具体情况不同，但所有网站都是这样。搜索引擎排列的大多数清单并不是主页，所以如果用户点击这个清单，会登录清单指向的网页。

Next Stop, The Home Page
主页

The articles on STAT related to site building or promotion are submitted to the search engines as soon as they have been uploaded. A lot of the traffic at STAT comes from these submissions. While my statistics are not good enough to prove the following, here's what appears to be happening.

STAT网站中，涉及网站建设与网站销售的文章上传以后，马上被搜索引擎搜索，这样STAT网站访问者迅速增加。但据我统计，并不是这样。下面介绍具体内容。

Visitors who get past a headline, which is the title of an article, may click off the site at any time, as in the middle of the article or when finished reading it. But *if* they click to another page, it is most likely to be the home page. This is what I do when I land on an inner page, and want to know more about the site. It appears that on STAT at least, this is common behavior. It is likely so on most sites.

忽略网站标题的访问者，在任何时间都可能离开网站，或者在读到文章中间，或者读完了文章。但如果点击其它网页，很可能就是主页。我在登录主页后，就会这么做，我希望了解更多网站内容。至少在STAT网站，就是这样，可能在其它网站也是这样。

A Good Headline Matters
好标题很重要

One of the early headlines on the home page at STAT was, "Newbie-Friendly Site Stuff." Since there is a lot of good information and pointers to free resources on the site, this is descriptive of site content. That services are also offered that must be paid for does not come as an overwhelming shock. In short, this headline does not mislead a visitor as to the site content or purpose.

STAT网站主页中，早期标题为"Newbie-Friendly Site Stuff."（为网络新手提供服务），这是对网站内容的具体描述，因为网站确实提供了很多有价值的指导信息。虽然这个网站也会提供付费服务，但并没有引起很大影响。总之，这个标题并没有误导访问者。

This matters because a surfer expects the headline to provide such an easy-to-read description. If it misleads, the visitor will quickly click off, if not angered, at least frustrated that his or her time has been wasted.

标题很重要，因为网站访问者希望标题提供容易阅读的网站内容概括。如果标题有误导性，访问者会立即离开网站，即使不生气也会很沮丧，因为网站浪费了他们的宝贵时间。

An Aside:The same thing happens if the listing clicked at a search engine site does not lead to the implied or promised content. Since listings are usually generated from the title and description tags on the page, they need to accurately describe the content in addition to compelling a click.

如果用户点击搜索引擎中的搜索列表，而没有找到相关内容，也会很沮丧。由于搜索列表通常是根据网页标题和描述标签产生的，所以标题必须能够总结网页内容。

Free Stuff And Freebie Seekers

搜索免费信息的用户

Visitors who read beyond the headline, scan subheadings. They will remain on the site only if they find one of interest. The right most column on STAT was headed with "Free Stuff." Options available proved popular. And they generated lots of email from people looking for further explanation or suggestions about where to find more of the same.

不浏览标题的访问者，会注意副标题。只要发现有兴趣的内容，他们就会停留在网站中。STAT网站主页右边出现的一个栏目标题是：“免费信息”。事实证明这些内容很受欢迎，并且寻找更多解释与建议的用户会发送电子邮件询问：哪里可以找到更多这样的信息？

After a time, it became clear that while most of my email was from serious minded people (excluding spam), most of it related to free resources and services.

后来发现，大多数邮件发送者（垃圾邮件除外），很有思想，他们都是询问与免费信息与服务相关的问题。

There is no question about it. Free stuff does draw visitors. But while I respect the needs of freebie seekers, what I really want to do on my site is sell my services.

免费信息确实能吸引网站访问者，但在尊重客户需要的同时，我也希望在网站中销售我的服务。

Targeting With The Headline
标题

After much pondering, I changed the headline from:
在思考许久之后，我决定改换标题：

Newbie-Friendly Site Stuff （为网络新手提供服务）

to:

Affordable Newbie-Friendly Support（为网络新手提供价格合理的服务）

I also moved the "Free Stuff" in the right most column down below the first fold.

我还把主业右边的“免费资料”移到下面。

The results were noticable immediately, and quite positive.

效果很明显、也很积极。

In the new headline, the first word is, "Affordable." No visitor who is freebie hunting is mislead for an instant. The number of visitors clicking off into cyberspace from the home page increased dramatically. Why is this good?

在新标题中，第一个词是：“价格合理”，这样就不会误导寻找免费信息的访问者。这时，从主页进入其它页面的浏览者明显增加。为什么？

It is not profitable to waste time, energy, resources, or bandwidth with those seeking a free ride. With this small change, the quantity of email dropped dramatically. And the quality of questions asked increased markedly. More important, the people writing were, in the main, far closer to being propects.

浪费时、精力、空间与带宽，免费为用户提供服务，最终无利可图。但经过改变以后，网站收到的电子邮件增多了，并且询问的问题质量也提高了。更重要的是，网站访问者增多了。

Drive Them Off!
抛弃非目标受众

The need for a narrowly defined niche and targeted traffic is accepted by most webmasters. There may also be a need to drive non-targeted traffic off your site as soon as possible. And you may be able to do so simply, as with a change in the headline on your home page.

大多数网站管理者需要划分目标受众，其实他们也应该尽快抛弃那些非目标受众。你可以通过改变主页标题，达到这个目的。

创建具有视觉吸引力的网站 挽回网站流失的访问者

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