推薦：Web內容 不是一寫就好
所謂內容，就是富有含義的信息。從古至今，內容本身不斷的被豐富。1、人類傳遞的叫聲2、人類畫出圖形3、人類出現了語言4、人類出現了文字5、人類發明了留

BabyCenter.com is one of my favorite sites. With a big red arrow in the center of the page, accompanied by "Start Here!" this site stands out simply because it devotes the central area of its home page to addressing the needs of first-time visitors.

BabyCenter.com是我最喜歡的一個網站。網頁中心出現一個大的紅色箭頭，寫著“點擊這兒”，這個網站之所以突出，是因為網頁中心內容的設置，滿足了首次登錄網站的訪問者的需要。

Babycenter.com's home page focuses on satisfying new users

Instead of using that space to publish its own news or promote some high-margin product, BabyCenter.com uses it to draw new visitors into the site.

BabyCenter.com并沒有利用中心空間呈現有價值的新聞或者推銷高利潤產品，而是用來吸引網站訪問者。

Instead of saying, "Listen to us," the site is saying, "Tell us about yourself."

網站沒有出現“聆聽我們”，而是出現“介紹自己”。

Dell uses a similar strategy. The site uses part of the home page to ask you to identify what type of buyer you are (consumer, small business, large business, government, etc.). When new visitors select an option from the list, they are taken to a page that is likely to be relevant to their needs.

戴爾公司網站運用了這種方法。戴爾公司網站利用部分主頁空間，讓用戶確定自己的購買者類型（普通消費者、小型企業、大型企業、政府等）。當訪問者確定這個問題之后，會進入有可能滿足自己需要的網頁。

Dell's home page devotes a large portion of real estate to helping new users find the page most relevant to their needs.

By way of contrast, most sites are less centered on the needs of new visitors and better optimized for returning customers.

現在大多數網站迎合回訪客戶的需要，而很少照顧到初次登錄網站的訪問者。

It's tempting to take this second route, because it is a great deal easier to build a home page for customers who have been there a number of times before.

主頁設計更輕易照顧到訪問網站多次的回訪客戶，所以很多網站運用這種方法。

Returning visitors don't need handholding. They don't need to be told what it is you actually do. They don't need to be carefully directed to the most relevant pages within the site.

回訪客戶不需要網站緊緊控制，他們不需要被告知網站實際存在什么內容，也不需要被指引到相關網頁。

Of course, the less you have to attend to the needs of the first-time visitor, the more you can use your home page to publish your own news or promote your own products. There's plenty of space for press releases, new product announcements, and special offers.

當然，越少考慮初次訪問者的需要，你就可以留出越多的空間發布新聞，推銷產品。你就可以在網站中發布新聞稿、發布新產品、推銷特價產品。

And with returning visitors, you don't have to pay such close attention to the language. They know where to go and what to do. You can write complete nonsense on your home page, and many returning visitors won't even notice. Sloppy writing works just fine for people who don't need to read it.

面對回訪用戶時，你不需要考慮語言的運用，他們了解具體位置以及具體內容。即使網站首頁出現廢話，回訪者也不會注重。不希望閱讀內容的人不在乎內容是否正式。

But you may want to think carefully about the role of the home page. Unless you run a highly unusual business, you will experience natural attrition among your existing customer base. So, you eventually need new customers. If new customers are a priority, then take a second look at your home page. Is it optimized for first-time visitors?

但是你需要考慮網站主頁的作用。除非你的行業非常非凡，否則你的現存客戶一定會減少，所以你需要不斷吸引新客戶。新的訪問者會利用1秒鐘的時間瀏覽網頁，是否可以成為消費者會受到網站主頁的影響。

If your home page isn't designed for people who are looking at it for the very first time, your rate of converting visitors to new customers is going to be disappointingly low.

假如主頁設計沒有考慮初次登錄網站用戶的需要，那么訪問者轉化為消費者的機率會非常低。

Here's a quick checklist against which to gauge your home page:

下面介紹檢驗網站主頁是否符合標準的幾條內容：

Is your home page customer-centric or company-centric? Is it focused on what your customers need or on what your company does?

網站主頁設計是以消費者為中心還是以公司為中心？網站設計考慮消費者需要什么內容，還是考慮公司提供什么內容。

Do a few words in a prominent position clearly describe what you do? Do the words describe what you offer your visitors?

主頁突出位置是否有幾個要害詞，可以清楚描述網站內容呢？這幾個詞語是否可以描述用戶可以從網站獲得的內容呢？

Do you devote a central part of the page to first-time visitors? Does the copy specifically help first-time visitors achieve their goals, quickly and simply?

網站主頁中心位置是否為首次登錄網站的訪問者設計呢？網站文字內容是否可以幫助初次登錄網站的訪問者快速、簡便地完成目標呢？

Do you pay special attention to the copy you write for first-time visitors? As mentioned, returning customers can skim over most of the text with no ill effects. But new visitors are looking for clear and simple directions and descriptions.

主頁文字內容是否考慮到初次登錄網站的訪問者的需要呢？剛才提到，回訪客戶不會重視大部分文字內容，但新客戶會尋找清楚、簡單的產品說明與描述。

Is that copy for new visitors warm and welcoming? Does it work to diminish the natural fear that a prospective customer will feel when thinking about doing business with you?

主頁文字內容是否能夠讓訪問者產生親切感？主頁是否能消除潛在客戶對于網站的懼怕心理呢？

Do you tell your first-time visitors what to DO? You may know the best route for them to take to achieve their goal, but they won't.

主頁是否能讓初次登錄的訪問者了解需要做什么呢？你可以告訴他們達到目標的最佳路徑，但他們自己不知道。

Many items could be added to this list. But these should be enough to tell you whether your home page is optimized for new visitors.

當然，評價內容還有很多，但這幾條已經可以評價出你的主頁是否可以獲得新訪問者的青睞。

And if it isn't, think about how much business you could be losing.

假如達不到以上要求，你可能會流失很多網站消費者。

分享：圖片與文本誰更重要？
What'smoreimportanttoyourwebsite:picturesortext?Ifyouhaveanecommercewebsite,youneedtheanswertothatquestion.Yourprofitsdepen