Home Page
首页

Regardless of our connection speed, Internet users expect information to be readily obtainable, pages to download quickly and solutions at the click of the mouse.
As such, you should look at your home page as your Sale point. Have you explained succinctly what you are selling and included links to more detailed information?

不管你的链接速度如何，互联网用户都希望能够从页面上获取自己所需要的信息，以及能够快速下载页面，或是点点鼠标就可以解决问题。如此，你应该把主页视为卖点。你可以很简洁地说明你所销售的东西以及包含了哪些与具体信息相关的链接了吗？

Note that on the first page, you should try to pre-sell your potential customers on the benefits of your product or service.

注意你的首页，你应将你的产品或服务所带来的好处预售给你的潜在客户。

If you are offering many products or services, place only the most attractive on the first page. Do not overload your first page. People might get confused if you provide too much information on one page.

如果你正在提供多种产品和服务，那么挑出最有吸引力的部分放在首页。但是不要让首页的信息承载量太大。如果你在首页上放置太多的信息，那么这会使人们感到困惑。

That is one of the reasons why I always advise my customers not to use flash intros on their first page or at the very lease, allow them to skip through it. Today, internet users have less patience to wait and will move on quickly if pages take too long too load or if they have to “wait through” fancy openers that are all flash and no substance.

这就是为什么我通常建议我的客户不要在首页上使用flash介绍的原因之一，至少，应该放置“跳过”按钮。今天，互联网用户的“耐心”越来越少，如果你的页面加载时间太长，或放置太多的flash但却空洞无味，那么，他们就不会花时间等待，而是马上寻找其它网站了。

Site structure
网站结构

Structure of your site should be dedicated to one goal only. Leading the visitor from your home page (pre-sale point) to different pages (sale points) on your site.

你的网站结构应该只为了实现一个目标而努力。引领你的访问者从主页访问到站点中其它不同的页面（卖点）。

Structure of your site should be as simple as 1 – 2 – 3.

站点结构可以简单的分成1 — 2 — 3。

The 1 should be your home page, where you provide the basic information (read benefits) about your product or service.

1应该作为你的主页，你在上面放置产品或服务的基本信息（如：可以给顾客带来的好处）

The 2 should be a “more details” page where you will list and elaborate on benefits and prices of your product

2应该作为“更多细节”页面，你可以在该页面上列举和描述产品的利益和价格。

And 3 should be your “add to cart” or “contact us” page.

3应该作为“加入购物车”页面或“联系我们”页面。

Navigation structure
导航结构

If you are serious about having your business on the Internet, do not experiment with the navigation of the site. Keep it simple and easy to use. If your pages are long, place a menu on the bottom of the page to save your users from scrolling to the top of the page to reach the menu.

如果你非常看重互联网商务，那么就不要拿站点导航来做实验。尽可能地保证它方便易用。如果页面太长，那么可以在页面的底部放置一个菜单，这样你的客户滚动至页面底部时就会看到这个菜单。

Text
文本内容

Do you believe that people read everything written on your page? They don’t. What they do is SCAN. They are scanning your page, looking for specific information regarding your company, what you have to offer, pricing and how to contact you. What you say and how you say it can mean the difference between a visitor and a sale.

你相信人们会阅读你页面上的所有信息吗？他们不会的。他们所做的事情就是“浏览”。他们浏览你的页面，搜索关于你公司的具体的信息，因此，你所要提供的就是价格信息和联系方式。你表达的内容和表达的方式意味着访问者与销售方的不同。

For first timers, the look and content of our pages may evolve based on customer needs and comments. So… always, be sure to include search options in case visitors don’t find what they are looking for as well as readily obtainable contact information. Most importantly, make sure someone is available to answer questions. Never keep a potential first-time customer waiting for information.

对于初次访问网站的人来说，页面的浏览和内容会改进客户需求和注释。所以，你必须提供搜索项，保证他们可以方便地获取联系信息。更重要的是，确保你可以解答客户提出的相关问题。不要让初次访问网站的访问者等待所需要的信息。

In many cases, search option will keep the visitor on your site, giving you one more chance to convert the visitor into a customer.

很多案例中，搜索选项会留住你站点的客户，会将访问者转换为客户。

Creating emphasis
创建重点

Having in mind that users scan the pages, determining what to emphasize and creating emphasis on your pages is very important.

你要知道，用户是在浏览页面。因此，你需要确定重点并在页面上创建重点，这非常重要。

Eye catching details will help you to lead the visitor to the pages on your site that you want to be exposed, and it will increase your chances to convert the visitor into a customer.

眼睛捕捉的细节将帮助你引导访问者访问站点中你希望宣传的页面，这将会增加访问者转变为客户的机会。

Graphics
图形

Graphics should emphasize the benefits of your products or service. Don’t use graphics unrelated to your product or service. Placing the graphic on the site just because you like the graphic, and you think that your site looks better with it is simply wrong. Use that space to explain to your visitors why they should buy from you and not from someone else.

图形因该突出产品和服务给客户带来的收益。不要使用那些与产品和服务毫不相关的图形。如果你在网站上放置图形只是为了好看，那么，这样做就大错特错了。通过对这些空间的使用来告诉你的访问者，为什么要选择你站点上的产品和服务而不是从别的站点。

Graphics should emphasize quality of your product or service. If you can’t find or create such a graphic, use text. It’s that simple.

图形应该保证产品或服务的质量。如果你不能找到或创建这样的图形，那么就使用文本描述。因为那更加简单。

Speed
网站加载速度

Faster is better. There are still millions of people still using dial up for their connection. So try to make the download time for your site as short as possible. Remember, time is money and the longer it takes to download your website, the faster potential customers will go elsewhere for their business.

更快就使更好。别忘了还有很多的人使用拨号上网。所以，尽可能的使你的站点加载时间更短。请记住，时间就是金钱。如果网站的加载时间越长，那么就会有越多的人溜走去访问其它与他们业务相关的站点。

“一页站点”的概念 接近你的客户

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