A business often has more than one target audience it wants to reach with its website. Different customers mean different sales appeals and a homepage needs to be able to direct visitor traffic to go to the right places to get information or make a sale.

网站的目标客户很多，而不同的客户有不同的购买习惯。这就要求：网站能够根据客户特点运用不同吸引方式，首页应该能指导所有的用户，找到需要的信息。

In order for visitors to find the right information, a website's navigation path needs to be clear. Without a clear navigation path, visitors will become confused and leave before they can make a purchase.

只有导航路径清晰，用户才能浏览到所需信息，做出购买。否则，他们在混乱的状态下是不会做出购买的。

Here are some ideas to consider when designing the navigation on a homepage:

首页的导航设计要考虑一下几点：

Make the Navigation Familiar
导航设计符合浏览习惯

Most people expect the navigation buttons to be on the left side of the website or at the top of the website. If the buttons are on the right, it makes the visitors hesitate and think. You don't want them to have to think about the navigation; you want it to be instinctive and easy.

导航条放在网页的左边或者是顶端，这样符合大多数用户的浏览习惯。不要把导航条设计在网页的右边，因为这样需要浏览者花费时间去找。应该保证浏览者进入网站之后，本能地找到导航条。

The more familiar the navigation, the less likely they will get lost or confused. They will know how to find the correct path to where they want to go.

越容易找到导航条，用户就越不容易迷惑，就能知道如何查找所需信息。

Use Text Links to Reinforce the Path
使用文本链接增加导航路径

People rely on navigation buttons to find the main paths of the website, but it is also important to reinforce the main paths with text links within the content. Again, this makes it easier for visitors to immediately go to where they can get further information without having to think.

访问者一般利用导航按钮找出网站的主要路径，其实利用文本链接，也是一种增加导航路径的重要方法，能让浏览者立即找到需要的信息。

Decide on a Path for Each Buyer
为每位购买者设计一条导航途径

As you put the content together on a homepage, or any other page of a website, you need to think about the complete path that you want to create to take the customer from information to purchase. The path will differ according to the audience appeal, and your purpose.

因为网页中内容太多，所以需要考虑建立一条说服客户购买的完整路径。客户的购买要求和购买目的不同，路径就不应该相同。

Sometimes your audience needs to be educated before they can make a purchase. In that case, you need to make sure that visitors receive enough information that they will feel confident in making the decision to buy. This type of audience will need to know the features of your product or service as well as the benefits before they can make a decision. It would also be helpful to have testimonials and examples to reassure them that they are making the right decision.

有时候，访问者在购买者之前，需要了解一些相关的信息，这时，网站就要确保访问者获取足够的信息，刺激他们的购买欲望，所以，网站需要为这一类的客户介绍某一产品或服务的特点和优点。说明书和样品能够帮助客户打消疑虑，促进购买。

When you have to take the time to educate your audience, you would probably take them from the homepage to another area of the website where they can get further information about your product or service. However, if they didn't need to be educated, they could simply go from the homepage to the buy page and make their purchase.

客户查找相关信息的时候，可能会从首页到其它网页查看产品或服务信息。然而，客户如果不需要获取信息，就会直接实施购买。

So, on the homepage, you need to make sure that you have both types of paths available: one for the buyer who needs to be educated, and one for the buyer wants to immediately make a purchase.

因此，网站首页需要提供两种路径：一种是提供信息的路径，一种是直接购买的路径。

Decide on a Path for Each Audience
为浏览者提供不同的路径

When you are trying to appeal to multiple audiences, it is important that your homepage has information to appeal to each audience. When visitors come to your website they are looking for information to solve their specific problem. You need to have information that they can quickly and easily identify as the solution to their problem.

如果网站要吸引多种类型的客户，那需要做到的重要一点就是：网站首页的信息要能吸引所有的浏览者。访问者浏览网站，就是要获取信息，解决问题，所以网站需要快速简单地说明这就是问题的解决方法。

For instance, maybe your company offers a product or service that is useful to Human Resource Directors, managers, and individuals. Each one of these three audiences would have a different benefit appeal that could be used in gaining their attention on the website. An easy way to do this is to set up three bullets that are questions with text links to take each audience to a separate page where you can exclusively cater to this audience:

比如说，公司提供的产品或服务，对人力资源总监、经理和个人都有价值，但网站对他们的利益吸引并不一样。解决这个问题的简单办法就是：建立一个由问题组成的点式列表，与不同的网页进行链接，这样就能把三类用户带到不同的网页中，就可以为用户提供专门的服务了。

• Are you a Human Resource Director looking for XYZ?
  
  你是要找XYZ的人力资源总监吗？
  
  
• Are you a manager looking for XYZ?
  
  你是要找XYZ的经理吗？
  
  
• Are you an employee looking for XYZ?
  
  你是要找XYZ的员工吗？
  
  

You want each one of these three audience members to land on your site and immediately find the path that will take them to the solution they seek.

网站要让这三类人中的每一个成员登录后，立刻找到解决问题的路径。

Conclusion
结论

Good navigation on a website is one of the secrets to having a successful website. The information or content of the website needs to be laid out in such a way that it is easy to follow and logical. The easier it is for people to find information on a website, the more likely it is they will buy. And, the more difficult it is for them to find information, the more likely they will never visit your website again.

良好的导航系统，是网站成功的一个重要方面。网站信息或内容的布局需要容易操作又合乎逻辑。访问者越容易发现信息，购买的可能性就越大。相反，越难发现信息，回访率就越低。

网站设计应该避免的25种常见错误 网站设计的十大错误

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