Web pages with readable text will generate more sales than fancy pages that are hard to read. Follow these design tips. Not only will your web pages be easier to read, but you'll keep potential buyers at your site and position yourself to increase sales.

與眩目的網頁相比，易于瀏覽的網頁能夠增加網站產品銷售量。這樣不僅便于用戶閱讀網站內容，還能吸引潛在用戶，增加網站收入。

Keep Pages Short -- Especially Your Home Page

網站內容不能太多——尤其是主頁。

- Put important content at the top of your pages so it's visible on the screen. Users may not scroll through lengthy pages. - In general, limit the length of a web page to two screens. - Split up long pages into several pages.

重要內容安排在網頁頂部，這樣易于吸引用戶瀏覽。用戶可能不會拖動滾動條，瀏覽整個頁面，所以網頁內容不能太多，如果網頁太長，可以分成幾張。

布局 (Layout)

- Use left aligned text rather than justified text. - Write short paragraphs (4-5 lines). - Indent paragraphs in sales letters. - Limit the width of your web pages to fit your visitors' monitors. Your visitors don't want to scroll left to right to see your content. - Keep the look, layout, navigation, typefaces, and colors consistent on all pages.

避免文本占據整個頁面，應該左對齊。文字段落內容不能太多，4-5行就可以了；各個段落設計成銷售信格式；網頁寬度應該與訪問者計算機顯示器相適應，避免訪問者拖動水平滾動條瀏覽網頁內容。確保所有網頁外觀、布局、導航、字體、顏色的一致性。

分割內容 (Break up Copy)

- Avoid long pages of text. - Break up text with white space, color, columns, lines, bars, and graphics. - Break up copy into easy-to-read sections - Use subheadings and bulleted lists to highlight benefits.

避免出現大段文字內容。應該利用空白區域、顏色、欄、直線、條、以及圖片，分割文字內容，使網頁各部分內容便于用戶閱讀。利用副標題、點式列表也可以創造這種效果。

顏色 (Color and Contrast)

- Use color sparingly. Too much color can be distracting. - Select a background color that contrasts with the text color. - Avoid blue backgrounds when using blue links (the standard link color). - Avoid dark backgrounds. Dark text on a light background is easy to read. - Avoid text on multi-colored background images. Most background images will decrease the readability of your text. - Use web-friendly colors. Colors that look bright on your monitor may appear dark on someone else's and make your message unreadable.

減少網頁顏色數量，否則會分散用戶注意力。網頁背景色需要與文本色相對比；出現藍色（標準鏈接顏色。）鏈接時，避免使用藍色背景；避免使用黑色背景，但淺色背景下的黑色文本利于用戶閱讀；避免出現多種顏色的背景圖片，否則會降低文本的易讀性；使用用戶頁面友好的顏色，在你的顯示器中顏色可能會很明亮，但可能在用戶的顯示器中顏色很暗，這樣就不利于用戶閱讀文字內容。

排版 (Typography)

- Avoid small type, reverse type (white text on dark background), and italics. - Avoid using UPPER CASE in your body copy. - Limit the number of fonts in a web site to a maximum of three. - Use a type size that is geared to your target audience. For instance, use larger type for older readers. - Emphasize important words, headlines, and sentences by using color, bold, and different text sizes. But do so sparingly. Too much bold or color reduces the impact. - Avoid underlining. Readers might think your underlined words or sentences are links. - Use standard fonts such as Arial, Times New Roman, and Verdana. If you're using fonts your viewers don't have on their computers, their browsers will show substitute fonts and your web pages can look totally different on visitors' computers than how you intended them to look. - Avoid special characters like curly quotes, curly apostrophes, n- dashes, and
m-dashes. These characters may convert into bogus characters in web sites.

避免使用小字體、色彩逆轉字體（深色背景、白色文本）、斜體字；正文中，避免使用大寫字母；網站中字體數量限制在3種以內；字號能夠適應目標受眾的需要，比如說，為老年用戶設計較大的字號；利用顏色、粗體字、不同的文本尺寸、突出關鍵詞、重要標題、重要語句，但如果顏色或者粗體內容太多，效果就會大大降低；避免使用下劃線，用戶會誤以為下滑線內容可以進行鏈接；運用標準字體，例如：Arial、 Times New Roman、Verdana，如果利用用戶計算機中沒有設置的字體，用戶瀏覽器會使用其它字體進行替換，這樣用戶計算機中顯示的網站外觀會與此前設計的外觀大相徑庭；避免使用引號、省略符號、n- dashes（與字母“n”同寬的破折號，例如6-10 years）、m-dashes（與“m”同寬的破折號，例如computer——but），這些特征會使網站內容看似帶有虛假性。

圖像與圖片 (Images and Graphics)

- Use images and graphics that support your sales message. - Keep animation, blinking text, and scrolling text to a minimum. They distract the reader from focusing on your text.

圖像與圖片應該可以說明銷售信息。盡量減少使用圖像、閃動文本、滾動文本，否則會轉移瀏覽者對于文字內容的注意力。

檢驗網頁 (Check Your Pages)

Web pages may look different on your visitors' computers, depending on their computer, monitor, browser, and fonts. What may look great on one browser may look unprofessional on another. View your web pages with different browsers, computers, platforms (PC and Mac), screen resolutions, and settings. Statistics indicate that visitors use a wide variety of browsers and platforms.

計算機、顯示器、瀏覽器以及字體，都會影響網站外觀，這個瀏覽器中精美的網站外觀可能在另外一個瀏覽器中會顯得業余。在不同瀏覽器、計算機、平臺（PC 與Mac）、屏幕分辨率、計算機設置下，檢測網頁呈現效果。統計顯示：訪問者利用的瀏覽器與平臺多種多樣。

If you're not experienced with web design, hire a professional web designer to design your web pages and convey a professional look.

如果不擅長網站設計，可以聘請專業網站設計者，這樣能保證網站外觀的專業性。

Keep visitors, prospects, and buyers at your site with easy-to-read, interesting content. An easy-to-read, professional web site can maximize your sales. Apply these techniques now.

網站需要為訪問者、潛在購買者、買者提供易讀、有吸引力的內容。易于瀏覽、設計專業的網站會最大限度地增加銷售量。你可以根據上述建議，進行網站設計。