Back to basics. Forget funky design, good writing is the key to a clear and intuitive website. 回到基础部分。忘掉花里胡哨的设计，优秀的文章内容才是一个网站清楚直观的的关键。

Are you losing business because of your website? More and more customers are logging on to the Web to decide where to spend their money because it is quick and convenient, and they can jump from site to site instead of walking from store to store.

你正在不断失去生意，而问题却出自你自身的网站吗？越来越多的顾客选择上网选择购买商品，因为这样十分快捷方便，他们不用从这家店跑到那家店，而只需从这个网站跳到下个网站。

Web savvy customers don't need to be patient, studies have shown that you need to engage a potential customer very quickly by giving them easy, fast access to the information they need. Otherwise they will simply move on to the next site.

了解互联网的顾客不会非常耐心，调查发现，你必须使顾客能便捷地找到他们需要的信息，才能赢得真正的潜在顾客。否则他们会毫不犹豫地跳到新的网站查询信息了。

Appealing design and speedy functionality are important but they don't ensure that your site is well structured (intuitive) or well written (clear). If clear and intuitive is what you want, there are two golden rules:

吸引人的设计风格和快速实现的功能很重要，但是拥有它们并不能保证你网站的结构组织良好（直观），以及文章内容良好（清楚）。如果你想让网站清楚直观，需要遵循下面两条黄金法则：

* Write first, build later.

*文字内容第一，结构组织第二。

* Be brief and clear.

*做到简洁明了。

Write First
文字内容第一

The real message on most websites is in the writing, and so it makes sense that the writing should determine the structure. Unfortunately, this is not the usual case. Most businesses choose the structure and design of their site first and then try and fit the writing around that structure. This flies in the face of commonsense. When you speak to someone, you structure your speech around your message, you don't decide on a structure then change the message to suit. So you need to plan what you want to say before you create the site. Maybe even write the whole thing first and then use the message to determine the structure.

大多数网站的实际信息都体现在网站的文字里，所以恰当地说是文字内容决定了网站结构。但可惜的是，通常情况并不是如此。大多数商业网站都是先选择网站的结构和设计，然后再往结构中填充内容。这可有些违背常理。当你和别人交谈时，语言组织是为你要表达的信息服务的，你不会先组织语言的结构，然后为了适应结构而改变要表达的信息。所以在创建网站之前，需要考虑好你想表达什么。也许可以先写好要表达的内容，再根据内容决定网站结构。

When deciding what to write, think about what your customer wants to know rather than what you want to say. It's a subtle difference, but it is the key to engaging a potential customer.

在决定书写的内容时，要考虑你的客户想知道什么，而不是你想表达什么。这些微妙的不同之处，却是赢得潜在客户的关键。

Most customers will want to know the basics:

大部分客户想要了解的基本方面：

* What do you do?

*你们公司的产品或服务是什么？

* What benefit can you offer them?

*你们能提供给客户哪些好处？

* Why should they choose your service or product?

*客户为什么要选择你们公司的产品或服务“

* What does it cost?

*产品或服务的价格如何？

* How can they contact you?

*怎样和你们取得联系？

* Where are you located?

*你们公司的地点位置在哪？

Brevity & Clarity
简洁明了

Your website has to communicate a lot of information and to make matters worse, you are going to have limited space. Ideally, your customer won't have to scroll on any page (all your information will fit in a single window) and that single view will need to contain more than just words. The design and navigation elements take up about a third of a window, and you should leave a bit of room for white space (you don't want to overwhelm the customer). As a rule of thumb you should expect to have about half the window free for text.

你的网站有太多的信息要表达，但糟糕的是空间有限。最理想的情况是，客户们不必滚动页面（所有的信息都安排在了一个窗口里，这就要求内容不能太多）；但是，仅仅依靠几个单词又不能表达出一个简单的想法，所以这时间需要好好考究一番。设计和导航条部分要占据窗口三分之的空间，此外你还要留些空白（你可不想客户被满满一页内容搞得头晕吧）。根据“拇指翻书原则 [ 因为拇指翻书需要捏住书面上的一部分空间，所以内容不能够写满全页 ] ”，页面中的文本内容最好不要超过整个页面的一半。

How you are going to fit all your information in such a confined space? This is where writing skills come in - choose your words very carefully.

那么，你该怎样在这么有限的空间里写上最合适的信息呢？这下写作技巧就派上用场了——仔细的筛选所用词语。

Websites can be an extremely powerful piece of marketing collateral. You can reach millions of potential customers for as little as a few hundred dollars. Unfortunately, your competitors are all doing the same thing - it's a level playing field but there are a lot of players.

网站是非常强大的间接市场。你可以只花区区几百美元，就得到了几百万的潜在客户。但不要忘了，你的竞争对手也在做同样的事情——这是一个拥有不同级别的格斗场，其中，还有很多其他选手在里面厮杀。

It is important that your message is structured and well thought out, otherwise your site will be a mess and no-one will bother to read about your business. If your message is clear, your site will be simple and easy to use. It's all in the words.

信息内容要精心考虑，并且组织良好，这是比较重要的。否则你公司的网站会陷入一片混乱，没有人浏览这样的网页后还会愿意了解你的公司。如果网站信息表达得清楚，那么网站会显得简单，便于浏览。总之，一切尽在内容的措辞中。

网页设计师面对的最重要一个问题：如何使用户受益 面向下一代的URL

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