When I surf the Net, I often see web sites filled with beautiful graphics that strive to capture my attention. Well, they do so for an instant, however I click away when I don't immediately find relevant content. The content you add to your web site needs to attract both visitors and search engines.
上網(wǎng)沖浪時(shí)，我經(jīng)?？吹侥承┚W(wǎng)站放滿了漂亮圖片，企圖吸引人們的注意。當(dāng)然，網(wǎng)站使用圖標(biāo)在是為了用戶方便，但是如果我沒法馬上發(fā)現(xiàn)想找的相關(guān)內(nèi)容，我就會(huì)點(diǎn)擊別處另尋所需了。你的網(wǎng)站內(nèi)容應(yīng)該既能吸引訪問者又能吸引搜索引擎。
Part I - How to add content to your web site to attract visitors
第一部分——怎樣使你的網(wǎng)站內(nèi)容吸引訪問者。
Part 11 - How to add content to your web site to attract the search engines
第二部分——怎樣使你的網(wǎng)站內(nèi)容吸引搜索引擎。
14 ways to add content to your web site and attract visitors
使你的網(wǎng)站內(nèi)容吸引訪問者的14種方法
1. Get into the mind of your visitor. Brainstorm all the ways your visitor would think of your product. Write your content as if you are sitting next to him/her explaining your product. Don't write in the 3rd person ie we, they, but use I, you, or your. This makes it more personal.
走近訪問者。絞盡腦汁地想出訪問者對(duì)你的產(chǎn)品所可能有的一切想法。有關(guān)產(chǎn)品的網(wǎng)站內(nèi)容應(yīng)表達(dá)出這樣的效果：訪問者讀了之后，感覺就像你坐在他或她身旁，親自介紹著產(chǎn)品一樣。不要用像“我們”，“他們”這些復(fù)數(shù)人稱，而盡量用“我“，“你”或“你的”這些詞。這樣會(huì)讓訪問者覺得更親切，沒有距離感。
2. Keep it simple - write as if explaining your web site material to a 7th grader (12-13 year old). Don't use complicated words that people would have to look up in the dictionary. You want them to understand clearly what your site is about.
網(wǎng)站簡(jiǎn)單明了——就好象你的網(wǎng)站內(nèi)容是寫給7年級(jí)學(xué)生（12-13歲的孩子）看的。不要用那些人們必須查字典才能明白的復(fù)雜單詞。畢竟你期望人們能清楚地了解你的網(wǎng)站。
3. Convey emotion - people on the Web are often in a great hurry, so you need to appeal to their emotions to stop them clicking away to the next site. Use stories, convey your experiences or include testimonies from others. This adds to your credibility and trust, 2 essential factors for doing business online.
傳達(dá)出情感——人們?cè)诰W(wǎng)上經(jīng)常是很匆忙的，所以你必須要引起他們的興趣或情感共鳴，使他們不會(huì)馬上點(diǎn)擊到新頁(yè)面。你可以用上一些故事，親身經(jīng)歷，或是別人的講述。這會(huì)增加你網(wǎng)站的可信度和被信賴程度，這兩項(xiàng)可是網(wǎng)上交易的重要因素。
4. Communicate quickly and efficiently - people online tend to scan rather than read everything on the page. Therefore use single lines of text for your headings and sub headings. Catch your visitor's eye with lists, bullet points and use short, snappy, active (not passive) words in your sentences. Your paragraphs should only consist of 2-5 sentences. Long paragraphs make it hard to read (scan) your page quickly.
交流快速且有效——在線的人們總喜歡快速瀏覽頁(yè)面的一切，而不是仔細(xì)閱讀。因此，標(biāo)題和副標(biāo)題最好只有一行文字。重點(diǎn)符號(hào)的使用，列表的使用，句中的詞語(yǔ)簡(jiǎn)短，直觀，具有主動(dòng)語(yǔ)態(tài)，這些都可以吸引訪問者。段落最好只包含2~5個(gè)句子。段落冗長(zhǎng)會(huì)造成用戶很難快速瀏覽你的頁(yè)面。
5. Create white space - the layout of your web page should include plenty of white space. Don't lean text hard up against your graphics. Include white space between headings, sub headings and paragraphs.
保留一些空白——網(wǎng)頁(yè)設(shè)計(jì)時(shí)應(yīng)該留有較多的空白。圖表周圍不要緊跟文本，要留些空白，當(dāng)然還有標(biāo)題之間，副標(biāo)題之間，段落之間都要留有空白。
6. Use graphics sparingly - you have heard it said, "a picture is worth a 1000 words." That's true but only if the picture supports your content. Don't overdo the graphics. You may impress your visitors initially, however to keep them interested in your site, you need high quality content.
適度地使用圖表——也許你聽過這樣的說法，“一幅圖勝似一千個(gè)詞。”但是只有當(dāng)所用圖片和你要表達(dá)的內(nèi)容貼切時(shí)，這個(gè)說法才算準(zhǔn)確。不可以濫用圖片。也許網(wǎng)站最初要吸引訪問者，要讓他們留下深刻印象。但是，如果要使他們持續(xù)對(duì)你的網(wǎng)站感興趣，那你的網(wǎng)站內(nèi)容必須質(zhì)量要高。
7. Create high quality content - make clear points with each paragraph you write. Each paragraph should build on the previous one, so that you are pulling your visitor through your page naturally. You are trying to pre sell the product or service to your visitor. This puts them in a natural frame of mind to buy (unlike many sites which may just have pictures of the products and a shopping cart).
有高質(zhì)量的網(wǎng)站內(nèi)容——每段文章都應(yīng)該表達(dá)出清晰的觀點(diǎn)。段段之間前后相連，這樣訪問者可以循序漸進(jìn)地讀完網(wǎng)頁(yè)內(nèi)容。如果你準(zhǔn)備向訪問者出售產(chǎn)品或服務(wù)，那么剛剛提到的循序漸進(jìn)的效果會(huì)使用戶自然而然地產(chǎn)生購(gòu)買的想法。（不象有些網(wǎng)站只有關(guān)于貨物或購(gòu)物推車的圖片，這樣就難以產(chǎn)生效果了）。
8. Web page background - a colorful or busy background can make your text hard to read and may give the impression of an inexperienced webmaster. If you do use a background image make sure it complements your site's theme, fits with your visitors experience and will increase your credibility.
網(wǎng)頁(yè)背景——網(wǎng)頁(yè)背景顏色過于花哨或繁雜，會(huì)使你的文本內(nèi)容難以閱讀，并會(huì)使人感覺網(wǎng)站主是個(gè)缺乏經(jīng)驗(yàn)的新手。如果你確實(shí)要使用背景圖片，那要保證圖片與網(wǎng)站的主題相合，適合訪問者的感受，并且能增加網(wǎng)站的可信度。
9. Use the correct fonts - the offline world primarily uses "Times New Roman". This works well in print but not online. Sans Serif fonts, such as Arial, Verdana and Helvetica are the best fonts for easy online scanning.
使用正確字體——使用于非網(wǎng)頁(yè)文本的字體主要是"Times New Roman"，這種字體的文本打印效果非常好，但用于網(wǎng)頁(yè)內(nèi)容顯示卻不好。“Sans Seri”字體，像Arial, Verdana 和 Helvetica都是非常適用于方便瀏覽的字體。
10. Font colors - the best colors for reading online are black text on a white or off-white background. If you want to use multiple colors only use a maximum of 3. Too many text colors on a web page make it hard on the eyes and spell inexperience. To emphasize text you can use the bold tag (this text will appear bold) or italic tag (this text will appear in italics).
字體顏色——在線閱讀的最好顏色組合是黑色文本，白色背景。如果想要字體有多種顏色，最多不要超過3種。網(wǎng)頁(yè)文本的顏色種類過多會(huì)造成視覺閱讀困難和拼讀不流利。想要突出文本你可以對(duì)文字使用粗體（這幾個(gè)字顯示的就是粗體）或斜體（這幾個(gè)字顯示的就是斜體）。
11. Check spelling and grammar - run your page through spell check in your word processor. It won't pick up all the mistakes, so make sure you read it through yourself to find other errors. Spelling and grammar mistakes convey an unprofessional impression.
檢查拼寫和語(yǔ)法——使用單詞處理器檢查頁(yè)面的單詞拼寫情況，當(dāng)然，不可能所有錯(cuò)誤都被檢出，所以你要親自讀一遍以檢查出其他錯(cuò)誤。拼寫和語(yǔ)法錯(cuò)誤會(huì)給人“不專業(yè)”的印象。
12. Simple navigation - the main purpose of the navigation bar is to make it easy for your visitor to find his way around your site. Place your navigation bar on the left side or top of your page (or both). Repeat the bar at the bottom of the page so your visitor does not have to scroll back up to move on to another section.
簡(jiǎn)單的導(dǎo)航系統(tǒng)——導(dǎo)航條的主要作用是使用戶在你網(wǎng)站上可以方便地找到目的地。把導(dǎo)航條放置于頁(yè)面左端或頂端（或者兩端都放）。盡量在每個(gè)頁(yè)面的底部也顯示導(dǎo)航條，這樣用戶就不必滾動(dòng)回頁(yè)面頂端后才能用導(dǎo)航條進(jìn)入別的部分了。
13. Get a critique - don't fall in love with your writing and leave it there. Yes, it's hard to listen to someone criticizing your beautiful piece of work, but swallow your pride and get your friends or family members to do a review of your web page. This will help you to refine what 6you have written and make it appeal to a wider audience.
聽取別人的評(píng)論——不要對(duì)自己寫的東西頗為滿意，然后就不管它了。要聽著別人批評(píng)你自認(rèn)為不錯(cuò)的工作成果，的確是難以忍受，但是還是請(qǐng)收起你的自豪，至少先讓親朋好友瀏覽一遍你的網(wǎng)頁(yè)吧。通過這樣你所寫的內(nèi)容可以得到優(yōu)化，并得到更多訪問者的認(rèn)同。
14. Use specific keywords - weave targeted keywords into your web page as you write your web page content. I'll cover "How to Write for the Search Engines" in Part II of this article.
使用關(guān)鍵字——在書寫網(wǎng)頁(yè)內(nèi)容時(shí)要編寫一組關(guān)鍵字。我會(huì)在這篇文章的第二部分談到關(guān)于“怎樣編寫關(guān)鍵字”的內(nèi)容。

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