What works best when promoting your web site.

你知道什么东西能对你的网站起到最大的推进作用。

As the internet evolves from its infancy into maturity, website development, design and marketing becomes more and more sophisticated - and more and more complex. Content manipulation, various scripting methods, fancy graphics and effects... and on and on... allow us to create some impressive web sites.

因为互联网已经由创建伊始逐渐走向成熟，因此，网站设计和网络营销变得越来高端，越来越复杂。各式各样的内容操作、脚本方法、图形和效果，都是我们的网站变得越来越生机活现。

Whether your an entrepreneur building your own web site, or reviewing one built for you by a web development and design expert, it is important your web site, your online business, adheres to these eight simple, yet essential, design principles. Heed them, and online success is sure to follow. Ignore them, at your peril. Here they are.

无论你是自己建站还是请设计专家建站，对你的网站和在线商务来说，遵循下面八个简单的设计原则非常必要。如果你能够将它们付诸于实践，那么你的网站肯定能够成功；如果你忽略它们，那么你的网站将招致失败。下面我就具体的讲解一下这些设计原则。

From the largest, multi-product online business conglomerate to the one-page one-product mini-site, the purpose is the same. Provide visitors, whether internet savvy or first time surfers, with an online experience that's fast, efficient, easy to understand - and dare I say it... yes, enjoyable.

精简页面上大量的内容和产品信息，把它们整合在一张小而精致的页面上。我可以这样说，无论是对于新网民还是对于老网民，页面访问的速度性、高效性和简易性是最重要的，这能为他们带来愉悦。

Each web page must have a purpose - and that purpose must be clearly stated. While a consistent design 'look and feel' is vital across all pages of your web site, each page has a specific function to perform. And that function should be clearly understood by all visitors to your web site. Whether it's to elicit feedback, provide feedback, promote your company, present product information, etc., all play a role in your ultimate goal of growing your business.

页面必须通俗易懂，这就要求每个页面都要包含一个主题，并且，该主题必须清楚地陈述出来。在页面设计上，连贯的视觉效果和感觉效果是贯穿整个站点最重要的东西。每个页面都应该包含一个具体的功能。
并且，每个功能都应该通俗易懂。是否获取或提供反馈信息、促进公司发展以及提供产品信息等等这些都能够为实现你的商务目标提供无穷的动力。

Navigation around and through your business web site must be clearly visible and easy to use.

商务站点中的导航条必须清晰可见、方便易用。

Avoid distraction and clutter by minimizing usage of fancy flashing and moving objects, which provide more sizzle than steak, and make your essential products or services harder to find.

尽量避免在页面上使用flash和电影，这起不到什么效果，反而会使你需要宣传的产品和服务更难被别人发现。

All business websites should have contact information clearly visible. A 'Contact' page is minimum. It's also advisable to include contact information on every page of your web site. You never know when the urge to turn from prospect to customer will strike your visitor.

所有的商务网站应该包含清晰的“联系方式”信息。“联系方式”的页面一般都不会很大。我的建议是，尽量在站点的所有页面上都放上“联系方式”。因为，就连你自己也不知道什么个人会在什么时候变成你的客户，那么，放上联系方式来随时满足这些人吧。

Not everyone has broadband. Yes, there are still a fair number of users surfing the internet with slower, less efficient, dial-up access. That may change in the future, but it's a reality today. Ignore this substantial customer base and you're business will surely suffer. To avoid this pitfall, pay careful attention to eliminate internet-clogging elements on your web site. When possible, use text instead of graphics, static graphics instead of animation, several smaller pages instead of one large page. Do this and you can feed quite well on the desertions from your flashier competitors.

并不是所有人都安装了宽带。这里还有相当一部分人是通过低速、低效的拨号方式上网的。可能在不久的将来，这一切会发生改变，但是现在，这一切还是现实。如果你忽略了这个庞大的客户群体，那么你的生意一定会遭受损失。为了避免发生这种情况，你应该专注于减少站点中类似于这种不利因素的发生。尽可能的在站点中使用文本来替代图形；使用图形来替代动画；使用小尺寸页面来替代大尺寸页面。同过这几点，你就可以胜过那些把网页设计得很浮夸的竞争者。

For those who are broadband users, who may actually enjoy such an impressive display, remember, 'form follows function'. This is especially important on a business web site, where functionality is key. All else is fluff and distraction.

对于宽带用户来说，他们可能更热衷于那些能够以震撼效果的方式显示的页面。但是，无论如何，请记住，“形式是为功能服务的”。这点对于商务站点来说更为重要，因为功能性就是它的关键。其它的东西都没有什么特殊的价值。

For those of us who may be 'visually challenged, make sure your web site is easy to see. Avoid fancy fonts and use the more legible standard-bearers, such as Times New Roman, Courier New, Arial and Verdana. For standard text, use font sizes of at least 10 pt... 12 pt is better. On many a web site, font sizes of 8 pt or less are used, perhaps in an effort to avoid the need to scroll. Let me tell you... it's much better to scroll than to squint. For when I squint, I usually stroll... right out of the site. It's also a good practice to limit the use of italics as they too are harder to read. Lastly, pay attention to text and background color. Although white text on a black background looks cool at first glance, it can quickly strain the eyes. You don't want to do anything that will cut your visitor's journey through your business web site..

对于大多数人来说，尽量不要让页面的显示方式对眼睛造成冲击，确保你的站点看上去不会很不舒服。不要使用太炫的字体，尽量使用标准字体，如：Times New Roman、Courier New、Arial 和 Verdana。对于标准的文本内容来说，使用10pt — 12pt的字体尺寸最为合适；对于多数站点来说，它们可能会使用8pt大小的字体甚至更小尺寸的字体，这样一来就可能不会在文本内容中出现滚动条了。但是我要告诉你，宁可出现滚动条，也不要把字体设定的太小。因为当我眯起眼睛看太小的字体时，我的注意力往往会分散。你最好也不要在站点中使用斜体字，因为这种字体在阅读上会显得很吃力。最后，再把话题转移到文本颜色和背景颜色的搭配上。尽管黑底白字看上去很酷，但这很容易造成视觉疲劳。因此，千万不要做那些妨碍浏览者浏览站点内容的傻事。

Whenever possible, limit page lengths to no more than two page-downs. It is better for performance (page loading) and visitor attention when pages are short, quick reads. If necessary, breakup your text into multiple pages, with a 'continued' designation at the bottom of each page.

不管行不行，你应该尽量地控制页面长度，最好要超过两页的长度。最好能为浏览者提供简短的、便于阅读的页面内容。如果可以的话，把你的文本内容放置在多个页面上显示，并在页面底部加上“下一页”这样的标签。

There you go. Eight simple, yet essential, web site design principles that can spell the difference between online business success or failure. Always remember, you're never more than one-click away from visitor abandonment.

这就是八条简单但是非常必要的设计原则，你可以通过这八条来判别商务站点的成功与失败。请记住，访问者一旦放弃浏览你的网站，他们就不会再点击你的站点了。

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