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合理安排网站文字内容 
Back to basics. Forget funky design, good writing is the key to a clear and intuitive website.
运用简单方法设计出清晰、直观的网站
Are you losing business because of your website? More and more customers are logging on to the Web to decide where to spend their money because it is quick and convenient, and they can jump from site to site instead of walking from store to store.
你有没有因为网站而错过某些业务呢？由于网上购买更快捷、方便，用户可以在网站中挑选喜欢的产品，而不用花时间逛商店。
Web savvy customers don't need to be patient, studies have shown that you need to engage a potential customer very quickly by giving them easy, fast access to the information they need. Otherwise they will simply move on to the next site.
理智的网上购买者不需要具备充足的耐心。研究证明，让用户简单、快捷地找到需要的信息，才能吸引他们购买产品，否则，潜在消费者会登录其它网站。
Appealing design and speedy functionality are important but they don't ensure that your site is well structured (intuitive) or well written (clear). If clear and intuitive is what you want, there are two golden rules:
精美设计、功能快捷很重要，但并不能保证网站结构的合理性或者清晰性，如果清晰、直观的网站是你需要的，你可以参考以下两条黄金法则：
* Write first, build later.
准备内容，然后构建网站。
* Be brief and clear.
网站简明、清晰
Write First
组织内容
The real message on most websites is in the writing, and so it makes sense that the writing should determine the structure. Unfortunately, this is not the usual case. Most businesses choose the structure and design of their site first and then try and fit the writing around that structure. This flies in the face of commonsense. When you speak to someone, you structure your speech around your message, you don't decide on a structure then change the message to suit. So you need to plan what you want to say before you create the site. Maybe even write the whole thing first and then use the message to determine the structure.
网站真正的内容隐藏在文章中，所以这句话很正确：内容决定结构。然而事实却经常不是这样，许多网站首先确定结构与设计，然后围绕结构选择合适的内容，这与上述两条法则相违背。与人交谈也是一样，你不会首先决定谈话结构，再组织内容，因此在创建网站之前，首先构思网站内容。可能内容决定了，结构也就随之出现。
When deciding what to write, think about what your customer wants to know rather than what you want to say. It's a subtle difference, but it is the key to engaging a potential customer.
决定文字内容时，围绕消费者的需要考虑，而不能呈现自己想表述的内容。这两者之间有细微的区别，但这是吸引潜在消费者的关键因素。
Most customers will want to know the basics:
大多数客户希望了解以下几个基本问题：
* What do you do?
网站内容
* What benefit can you offer them?
可以获得什么利益
* Why should they choose your service or product?
选择网站产品或服务的原因
* What does it cost?
价格
* How can they contact you?
公司联系方式
* Where are you located?
公司地址
Brevity & Clarity
内容简短、明晰
Your website has to communicate a lot of information and to make matters worse, you are going to have limited space. Ideally, your customer won't have to scroll on any page (all your information will fit in a single window) and that single view will need to contain more than just words. The design and navigation elements take up about a third of a window, and you should leave a bit of room for white space (you don't want to overwhelm the customer). As a rule of thumb you should expect to have about half the window free for text.
如果网站提供太多信息，网站空间就很有限。你可能以为消费者不用翻动页面，就可以找到需要的内容，一张页面已经足够了，这时用户需要一眼浏览许多内容。设计以及导航元素会占据窗口三分之一的内容，同时你应该留出小部分空白区域（这样用户不会被淹没在信息中），文字应该占据一半的空间。
How you are going to fit all your information in such a confined space? This is where writing skills come in - choose your words very carefully.
打算在这样的空间中安排信息吗，那么这就需要考虑运用文字写作技巧——合理运用语言。
Websites can be an extremely powerful piece of marketing collateral. You can reach millions of potential customers for as little as a few hundred dollars. Unfortunately, your competitors are all doing the same thing - it's a level playing field but there are a lot of players.
网站是一种强大、间接的营销工具，你只需花费几百美元就能吸引数百万潜在消费者。然而，你的竞争者也会做同样的事情。这个行业竞争者很多，但水平相当。
It is important that your message is structured and well thought out, otherwise your site will be a mess and no-one will bother to read about your business. If your message is clear, your site will be simple and easy to use. It's all in the words.
信息的组织结构很重要，如果忽视这一点，网站会很混乱，也就不会吸引购买者。如果信息清楚，用户就能简单、方便地浏览网站。要达到这个目的，必须仔细考虑文字内容。
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