The Path to Online Success
设计网站的过程

Online success begins and ends with the commitment that's made by the merchant. It's that simple. While the Internet is still in its infancy, the baby has stopped crawling and has begun to walk. Let's not go to the theoretical of how a web site can benefit you.

网站只要能够满足批发商的要求就能成功。是不是很简单？因特网的发展还处于幼年期，但已经走上正轨。这篇文章不会在理论上谈论网站的优点，而是介绍如何成功设计网站。

That horse had left the barn in 1996. We saw that expectations came crashing down upon the heads of investors and business owners alike who are only now beginning to take a fresh look at what worked and what failed. Those workings and failings I identified in my opening sentence. If you want to be successful online then take charge and don't blame the medium. That being said let's identify the components that turn a web site into a profit center.

在1996年，网站开始大规模兴起。我们注意到许多投资者与公司老板对此充满了期望，他们现在对取得的成就与失败又有了新的认识。这些成就与失败在开首语中已经介绍过，如果你希望在网站竞争中取得胜利，可以放开手脚，不要责备这个媒体，也就是说你要能够找到网站盈利的要素。

1. To begin, if you are not willing to commit to your web site, as an ongoing part of your business, then your expectations and investment will be marginalized. Be clear about the commitment you need to make for your online presence. Understand first and foremost that the success of your web site begins and ends with you. Going online is not for everyone. If you are dedicated to some simple online principles however, you will enjoy the highest, identifiable, ROI of any marketing medium.

1.开始，应该把网站当成公司业务的一部分，否则你的期望与投资就会被忽视。同时清楚了解你应该履行的责任。首先明白网站成功于哪个方面，并不是所有人都会成为网站用户。如果遵守简单的网络法则，网站会比任何其它媒体的认可程度都要高，盈利也要高。

2. Understand your objectives. What do you want to achieve from your online presence? Is your web site an informational portal site? Do you want to sell merchandise? Understand clearly what your objectives are and stay clear. Understand that the term "content is king" doesn't necessarily refer to volumes of content, but the type of content you create for your customers. Remember, keep your goals clear and simple.

2.明确目标。网站要完成什么目标呢？网站只是提供信息吗？网站是销售产品吗？清楚了解并且不断执行这个目标。“内容决定一切”这个术语中的内容不是指内容量，而是指为用户提供的内容类型。请记住：网站目标清晰、简单。

3. Select a web site design company that is committed to the Internet business. Using someone that is not in the field as a professional will only lead to unprofessional results. You need to work with someone that understands the Internet and can provide you with the tools you need. These are first and foremost business tools. Make sure that your web resource company understands business. While no one will ever understand your business like you, there are certain e-business tools that an educated e-business professional needs to discuss with you. Don't be embarrassed by what you don't understand. This is a new medium and the language and tools you need to come to understand require an investment in your willingness to learn, and having someone you can relate to regarding business applications is vital. This learning curve is fast and simple. This means that the company you work with must be down to earth in how they communicate with you. If you get complex answers to simple questions then find someone that relates well. After all is said and done your web site is a profit center in your business and you need to understand clearly the terminology that drives it.

3.选择精通网络业务的网站设计公司。业余设计者只会设计不专业的网站，你需要聘请专门的网站设计者，他们会为你提供需要的工具。这些是最重要的业务工具，所以要确保网站开发公司了解这项业务，如果没有人了解，你需要同电子商务专家讨论这些电子工具。不要担心这些问题，网络是一种新媒体，你需要花费时间与经历了解很多问题，需要请教专业人士。不过，这个过程很快，也很简单，也就是说，网站设计公司需要了解与你沟通的方法。如果你的简单问题，得到复杂的答案，你可以寻找其它设计公司。在网站建成之后，你需要了解操作网站的专业术语。

4. While a web site is more than a graphic representation of your business, graphics are what compels a customer to stay with you. If your site does not exude a professional quality about it then your customer will be leery about the company that is asking them to entrust their confidence.

4.网站只不过是公司的形象代表，但这个形象会促使客户浏览网站。如果网站质量差，用户就会对公司失去信心。

5. Understand the tools you need to do the job well. Don't marginalize the online tools that are available. Look at examples of successful web sites and then utilize the tools you need to manage your web site effectively. These tools will make your job easier and assist you in the successful management of your web site. Most importantly, your online customer has become used to using them and if you aren't providing them with what has become relatively standardized, then their confidence in you as an online professional will be in question.

5.了解设计网站所需要的工具。不要忽视可利用的网络工具。你可以参考成功网站的设计方法，利用有效的网站设计工具。这些工具会使工作更简便，并且效果会很好。最重要的是，网络用户已经形成使用习惯，如果网站不提供这些工具，用户会对网站的专业程度产生怀疑。

6. Give your customer what they are looking for. If your web site is one that is and information portal, then give them that information. If you want to do e-business then do e-business. Extraneous features like flash, audio, video, etc. while nice, do not necessarily assist you in getting the results you want. If a feature is not germane to the deliverable result of your business then don't waste your customers time, and your money. Keep it simple and to the point.

6.清楚展示用户需要的内容。信息网站就要提供信息，电子商务网站就是销售产品。其它诸如flash、音频、视频等功能就不是必需的，对网站没有多少帮助。网站中不要出现与目标无关的功能，否则就是浪费用户的时间。内容要简单、切题。

7. Understand where your customer is coming from. Don't be misled by the notion that your web site is going to deliver millions of visitors from all over the world. That business model (in most cases) is unrealistic. If you are a small to mid sized business then your web site is going to be most useful in two ways. First, as a means for added sales from your existing customer base, and secondly as a management tool to make doing business with you easier. Focusing on these two aspects of your web site are the primary means of your online success.

7.明确目标受众。不要被这种观点所误导：网站需要吸引来自世界各地的数百万用户。在大多数情况下，这个业务模式不可能实现。如果是中小企业，网站应该发挥两方面功能：第一，在现有客户基础上，利用网站吸引更多客户；第二，更方便网站管理。网站设计要着重考虑这两个方面。

8. Market your web site in as many ways as you can. This means educating your customers either through your ongoing advertising efforts, or finding new ways to promote what you offer online. Create counter signs, window signs, add your web site address on business cards, letter heads, envelopes, and by any other means possible. Create special incentives for your customers to do business with you online. Create online specials. Market and advertise your web site. If you don't keep your web site in your thinking, then neither will your customers.

8.利用多种方式推销网站。也就是说，不仅要通过广告宣传网站，还应该利用其它方法。你可以创建柜台标记、窗口标记，在名片、信笺以及信封中打印网址，为网站用户提供特殊的激励。如果你都不重视自己的网站，用户更不会重视，所以，宣传网站很重要。

9. Keep your web site current. Keep in mind that if you sell someone once, then they are more than likely to come back and shop with you again. If your content is outdated and your inventory stale, the chances are you will loose them. Once you do, you've most probably lost them for good. Don't treat your online virtual store any differently then you would treat your physical one.

9.经常更新网站内容。网站要能吸引用户的回访，但如果网站内容陈旧，存货目录过时，用户可能再也不会登录网站。所以，你需要经常更新网站，这样才会吸引更多客户。

10. Establish a budget and track your results. There are three components that go into the budget requirements of your web site. The first is design/development. The design/development that is required can vary greatly in price. The more you provide in terms of data and graphics the less you will need to spend on the development part of your site. Remember however that a web site is a fixed asset that you carry on your balance sheet. Second are hosting fee's. Generally these should range from $20-a month for a non-commerce based site to $50+ for commerce driven sites with a number of options. Hosting fees are the fixed expense in the operation of your web site. Lastly, you need to establish some type of advertising budget. Whether this is for in-house marketing, or for search engine placement, or for other supportive advertising. As stated earlier, you can clearly identify the "ROI" with online advertising. Measure your results.

10.建立网站设计预算，并检查结果。这个预算由三部分组成，首先是开发或设计费用。这部分费用变化很大，你提供的数据、图片越多、设计费用就越小，但是这部分费用应该包含在资产负债表的固定资产中。第二部分是虚拟主机费用，这部分费用一般最低为20美元，或者包括两部分：基本费用50美元、可供选择的其它功能费用（另收）。这个费用也是网站运营中的固定费用。最后是广告费用，包括内部营销费用、搜索引擎设置费用、其它宣传费用。就像前面所表述的那样，你可以利用网络宣传，创造投资收益。最后检验结果。

So, there you have it simple, ha? Well it really is. The hardest part, if your anything like me, is sticking with it. Like anything else in life discipline is the key. Don't set yourself up for disappointment. Have a realist view of what you can achieve and you will find your e-business profit center a wonderful tool. Don't shoot the messenger, accept responsibility for both the success and failings of your web site as a part of your learning curve. Most of all stick with it, enjoy it, and make it fun.

是不是很简单呢？确实。其实，最难的是坚持这些法则，这是重点。不要沮丧，制定现实的目标，并且寻找一种有效的工具。不要阻碍用户访问，吸取成功的经验、失败的教训，最重要的是：坚持、享受、利用。

Steve Lipman is the president and CEO of Cape Cod E-Com, Inc of Hyannis, Ma. He has been in the Internet business since 1995 and been in the business world for the last 30 years. Cape Cod E-com has been in the forefront of developing e-business software applications with their proprietary software package, CartPoint. His company has developed in excess of 150 web sites. These sites range from the one person small business enterprise, to large regional customers, to national and international clients.

Steve Lipman是 Cape Cod E-Com主席兼CEO，他从1995年开始涉足电子商务领域，在此以前已经在生意场打拼了30年。Cape Cod E-Com一直致力于利用CartPoint（私人软件包），开发电子商务应用软件。这个公司现已开发了150多个网站，类型包括个人小型企业网站，大型区域企业网站，国家以及跨国企业网站。

确保网页的易操作性 构建网站是否需要聘请网站设计者

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