So you're on the computer, as usual. Your eyes are smarting. Your back hurts. You want to jump in the car and sail down the highway with all the windows down and your hair flapping in the wind. But before you call it quits for the day, you have to look up just one more thing. Maybe it's web marketing, maybe you want to buy some artwork to hang in your office. Off to Google you go.

像往常一样，你面对着电脑。你的眼睛酸痛，背部也疼。于是你想要跳进车中，沿着高速公路行驶,车窗大敞，头发随风飘荡。但在离开之前，别忘了你还有件事情要处理，也许是关于网络商务事宜，也许是你想买一些装饰办公室的工艺品。接着你打开了Google的网页。

You type in the magic words, whatever they are, and watch as a list of websites flows down the page. You click on the first one, and it's an instant assault on your eyeballs. Ten glaring banners, flashing like Vegas at midnight. One of those annoying hover ads that follows you as you scroll and won't let you read anything until you click the corner. Some sparkly things "snowing" down the page. Frantic messages screaming things like BUY NOW! LAST CHANCE! INSTANT SUCCESS CAN BE YOURS. A picture of a grinning guy who reminds you of your creepy Uncle Lester.

你在搜索框无论输入任何词语，都将看到返回的一长串网站地址列表。你点击进入了第一个链接地址，映入眼帘的一切无疑是对眼球的袭击。十个标语闪烁着耀眼的光芒，就如同午夜的拉斯维加斯。招人讨厌的移动广告紧紧跟着页面上下移动，总会遮住你的视线；为了阅读你想获取的信息，不得不点击广告的右上角，它才会消失。一些闪耀的小东西像下雪似在页面上往下飘动。此时，突然会出现你意想不到的信息：“立即购买！”、“最后的机会！”、“成功马上将属于你”。一个裂着嘴大笑的家伙的照片甚至让你想起了令人讨厌的莱斯特叔叔。

You click away. Not today, not any day. You don't care what that guy is selling or even if he's giving something away, because his presentation is god-awful. Just when you thought you'd escaped the mayhem, a sneaky little window pops up: "WHY DID YOU LEAVE THIS SITE? Please fill out this quick survey!" Are they kidding? You consider typing something offensive in the "Leave Your Comment" box, but figure it will only encourage someone to spam you with unwanted offers.

你再也不想浏览下去了。今天是这样，任何一天都是这样。你根本不会去关注这个网站出售的是什么商品，即使会有一定优惠，因为，上帝啊，他们的表达方式实在糟糕透了。就当你想关闭页面，以为自己能逃过网站的“故意伤害”时，竟然弹出了一个可恶的小窗口：“您为什么要离开这个网站呢？请填一下快速调查表”难道他们是在开玩笑吗？于是你考虑着在“请留下您的评论”的框里写点抱怨的话，但又猜想这只会使你收到更多没用的垃圾邮件和垃圾信息，所以最终还是放弃了抱怨的想法。

We're all familiar with this web-surfing experience. It's downright unpleasant. What's your opinion of someone who pitches their company in such a loud and desperate manner? Do you believe all of their pie-in-the-sky promises? Do they strike you as company run by people who are intelligent, honest and reliable? Are you going to whip out your credit card because they tell you to?

我们都熟悉上网时的这种感受。这显然是不愉快的。你会对那些把公司定调得如此喧哗接近疯狂的人们抱有怎样的看法呢？你会相信他们所有的空头承诺吗？你会认为公司的经营管理者是智慧，诚信的吗？你会去刷卡消费而一切只是因为他们告诉你这样做？

Of course you're not. Being the loudest, the brightest, the busiest and the boldest may attract attention, but it does not bring sales. That's something to remember when you're creating your own company website. What DOES attract and keep new customers coming back? A simple, tasteful web design. An easily navigable site. Copy that's crisp, clean, and interesting.

你当然不会。公司网站宣传做得最声势浩大，最闪亮耀眼，也许可以吸引人们，但这样并没有带动实际销量。当创建你自己公司网站时，有些事项要记住。什么能吸引新客户并使他们成为回头客？回答是：网页设计得简单，有品位；包含站点导航条；文本内容清楚而有趣。

Here are 7 reasons to tone down your advertising:

网站广告的7大败笔

1. Flash is just too flashy. A flash presentation can be creative and unique, but is it really needed for what you offer? Will that kooky winking clown-head in the corner really make the sale for you? Even if you find a really excellent designer who can put together an incredible high-tech Flash feature, consider the harried web surfer. She's been clicking all day; do you really think she has the patience to stand for one more mini-movie?

Flash太“浮华”。用Flash表达的效果生动别致。但你真的需要它来介绍关于产品的内容吗？网页角落瞬间出现的古怪小丑真的可以提高产品的销量吗？即使你所找的Flash高手能综合地制造出非常好的Flash效果，不要忘了考虑可能时刻被别的网站夺走的访问用户。她可能已经上网了一整天。难道你真认为她能足够耐心地看完一部迷你小电影吗？

2. Too many messages cancel each other out. Ever try to read one of those pharmacy circulars when you're tired? All of those big red words emblazoned across the page. Headlines crammed in beside blown-out price points and cheap photography. It isn't easy! If you try to cram a whole bunch of words on your website, guess what? Not one of those messages is going to be read, let alone remembered. The eye doesn't know where to look! Try a visual whisper instead of a scream. Make your point as best you can, but take care to leave whitespace so the eyes have a resting place where they can digest what you've said.

信息太多只会相互埋没。你曾在上网疲倦时曾试着浏览过那些关于药店的信息吗？页面上全都是些大个的红色文字。在价格和廉价的照片旁边是紧密的大字标题。要浏览这样的页面可真不容易。假设你的网站充斥着密密麻麻的文字，猜想结果怎样？结果是没有一条信息会被访问者读到，更别提被他们记在心上了。他们根本不知道从何读起。在视觉效果上试着用“轻语”代替“尖叫”。在最大限度阐明要点的同时，不要忘了给用户的眼睛留有些空白，这样用户才有余地消化你所讲述的内容。

3. Movement is distracting. Think about the last time you visited a website with "magical stars" sprinkling down over the words. Were you able to read and understand it? Mind the weary web surfer; be kind to his eyes! You stand a much better chance of holding a customer's interest with words that aren't flying off the page, but rather standing still in one spot, waiting quietly for someone to read them!

移动效果会分散用户注意力。想想上次你所浏览的网页上，“神奇星星”不断掉落越过页面的文字，你还能够专注阅读并理解那些文字吗？要体谅那些疲倦的网上冲浪者，照顾一下他们的眼睛啊！考虑客户的需要，不让页面出现会飞的文字，这是你较好的选择，如果能让文字静静地呆在一个地方，安分地等着被人阅读，那是再好不过了。

4. The mighty click is all-powerful. You know what it is to be that web hunter. The mouse is in your hand; you're in total control! Now think of that other person palming the mouse, surfing YOUR site. If your website is a frenzy of color and confusion, all it takes is one CLICK and you're forgotten! Don't want them to click away? Here's how to make them stay. Keep it clean and simple!

最有威力的是鼠标轻轻一点。你知道网络猎手意味着什么。鼠标在你手中，所以一切都在你的掌控之中！试想别人握着鼠标在浏览你的网站，如果网站色彩繁杂，混乱无序，那么他只要轻轻一点，你的网站就被他彻底抛在脑后了。如果不想出现这样的状况，可以这样做：保持页面干净和简单！

5. Your empty promises are lost on the skeptical consumer. Think about your own web-surfing experiences. Did you believe that guy who told you he'd make you a millionaire if you just SIGN UP TODAY? You're better off being honest and optimistic, than crazed and fanatical about what you can offer your customer.

你的空头承诺对于多疑的客户来说毫无用处。想想你上网时的亲身体会。你会相信那些声称你只要“SIGN UP TODAY[今天注册]”，他们就可以使你成为百万富翁的人吗？表现出真诚和积极，远比你狂热盲目地向客户吹嘘所能提供的产品和服务要好得多。

6. Pop-ups are really annoying. Have you ever been so intrigued by a pop-up ad that you bought whatever they were raving about? My guess is no. Do you appreciate it when you're trying to get some work done on the computer and fifteen pop-up ads crowd your screen and overload your hard drive? I certainly don't! If you don't like such rude interruptions, then don't impose them on somebody else. I don't care how many times that marketing guru tells you it will improve your search engine ranking. Search engine stats might give you exposure, but click rates mean nothing if the customer's not buying.

弹出的窗口实在惹人厌恶。你曾经被弹出的广告打动，以至购买被他们吹得天花乱坠的产品吗？我猜没有过。当你想在电脑上完成些工作时，却有15个弹出广告占满了屏幕甚至使硬盘超载，你会喜欢这样的局面吗？我当然不会！如果你不喜欢这些粗鲁的干扰和打断，那么也不要把它们强加到别人身上。我不在乎市场经验者告诉过你这样做会提高网站的搜索排名。搜索引擎也许会把你的网站显示给用户，但如果客户不购买产品的话，网站的点击次数就失去意义了。

7. No one reads really long sales letters. Ah, how brilliant of those copywriting experts to convince you that a six-page letter is going to bring in big bucks for your company. Especially if you're paying them by the hour or word! A two-page letter will do the same thing as a six-pager, and more. The 'more' being that it will hold your reader's interest the whole way through. Brevity is the key to great writing. If you can make a great argument in five words or less, you've got it all over the next guy. Keep that in mind before you put the Magna Carta on your web portal.

没人会阅读冗长的推销信函。千万不要相信某些专家的话，他们声称长达六页的推销信函将会给公司带来巨大的收益，特别是在你要以小时或字数计算价格支付他们报酬的情况下。两页的信和六页的信所达到的效果相同，甚至只有两页的信函达到的会更多。这里的“更多”是指能使你的客户有兴趣把整封信读完。简洁是优秀写作的关键。如果你用词不多于5个就能非常好的说明观点，那就你已经征服了所有人。在把所谓的“大宪章”放到网页之前，请将上述要点牢记在心。

Want to design and write website content that attracts and captivates? Want to bring your visitors back for seconds, thirds, fourths, and the ultimate purchase? Then keep the above "distractors" to a minimum. Really try to put yourself in the other person's shoes... the one who is searching the internet for what you have. Think about all of those things that prevent you from enjoying your web surfing experience, and then take care to remove them from your own company website! Offer tasteful, subtle design, eloquent headlines, and clear, informative copy. Be honest about what you sell and how it can make a difference for your potential customer. Speak softly, and watch the sales roll in.

想设计和写出有吸引力的网站内容？想要让用户在网站上多留几十秒？几分钟？或者使用户最终能购买产品？那请把上述会对内容造成的负面影响的因素减到最小值。一定要试着换位思考，多考虑访问者的感受——那些上网想了解你的产品访问者。想出你自己上网时所讨厌见到的东西，然后注意不让它们出现你自己公司的网站上。标题设计得精致生动而有品位，文本清楚，内容丰富。网站上关于你的产品，以及产品对于潜在客户包含“特别之处”的内容，都要真实。内容书写的语气要柔和，最后，就看着销售量不断的上升吧。

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