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.
与眩目的网页相比，易于浏览的网页能够增加网站产品销售量。这样不仅便于用户阅读网站内容，还能吸引潜在用户，增加网站收入。
Keep Pages Short -- Especially Your Home Page
网站内容不能太多——尤其是主页。
- 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.
重要内容安排在网页顶部，这样易于吸引用户浏览。用户可能不会拖动滚动条，浏览整个页面，所以网页内容不能太多，如果网页太长，可以分成几张。
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.
避免文本占据整个页面，应该左对齐。文字段落内容不能太多，4-5行就可以了；各个段落设计成销售信格式；网页宽度应该与访问者计算机显示器相适应，避免访问者拖动水平滚动条浏览网页内容。确保所有网页外观、布局、导航、字体、颜色的一致性。
分割内容 (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.
避免出现大段文字内容。应该利用空白区域、颜色、栏、直线、条、以及图片，分割文字内容，使网页各部分内容便于用户阅读。利用副标题、点式列表也可以创造这种效果。
颜色 (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.
减少网页颜色数量，否则会分散用户注意力。网页背景色需要与文本色相对比；出现蓝色（标准链接颜色。）链接时，避免使用蓝色背景；避免使用黑色背景，但浅色背景下的黑色文本利于用户阅读；避免出现多种颜色的背景图片，否则会降低文本的易读性；使用用户页面友好的颜色，在你的显示器中颜色可能会很明亮，但可能在用户的显示器中颜色很暗，这样就不利于用户阅读文字内容。
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.
避免使用小字体、色彩逆转字体（深色背景、白色文本）、斜体字；正文中，避免使用大写字母；网站中字体数量限制在3种以内；字号能够适应目标受众的需要，比如说，为老年用户设计较大的字号；利用颜色、粗体字、不同的文本尺寸、突出关键词、重要标题、重要语句，但如果颜色或者粗体内容太多，效果就会大大降低；避免使用下划线，用户会误以为下滑线内容可以进行链接；运用标准字体，例如：Arial、 Times New Roman、Verdana，如果利用用户计算机中没有设置的字体，用户浏览器会使用其它字体进行替换，这样用户计算机中显示的网站外观会与此前设计的外观大相径庭；避免使用引号、省略符号、n- dashes（与字母“n”同宽的破折号，例如6-10 years）、m-dashes（与“m”同宽的破折号，例如computer——but），这些特征会使网站内容看似带有虚假性。
图像与图片 (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.
图像与图片应该可以说明销售信息。尽量减少使用图像、闪动文本、滚动文本，否则会转移浏览者对于文字内容的注意力。
检验网页 (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.
计算机、显示器、浏览器以及字体，都会影响网站外观，这个浏览器中精美的网站外观可能在另外一个浏览器中会显得业余。在不同浏览器、计算机、平台（PC 与Mac）、屏幕分辨率、计算机设置下，检测网页呈现效果。统计显示：访问者利用的浏览器与平台多种多样。
If you're not experienced with web design, hire a professional web designer to design your web pages and convey a professional look.
如果不擅长网站设计，可以聘请专业网站设计者，这样能保证网站外观的专业性。
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.
网站需要为访问者、潜在购买者、买者提供易读、有吸引力的内容。易于浏览、设计专业的网站会最大限度地增加销售量。你可以根据上述建议，进行网站设计。
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