原作者：jason mann

internet magazine showed that people do not read on the web like they would normally read offline.
國際雜志表明：人們在線的閱讀習慣和平時的閱讀習慣是完全不一樣的。

so what does this mean to you and why should you care?
這句話對你來說意味著什么呢？為什么我們需要注意這個方面？

visitors to your web sites are in a rush, they want the information you promised and they want it now.
訪問者通常是在非常隨意的狀態下快速瀏覽你的站點的。他們急于獲取真實的、實用的，并且是有價值的信息。那么，你能承諾滿足他們這點嗎？

if they don’t get the information they want they will leave and this means you lose the sale, the opt-in or whatever action you want the visitor to take while at your site.
如果他們不能及時地獲取所需信息，那么，他們將離開你的網站。這意味著，你的網站已經失去了賣點，訪問者將不會再參與你的網站所組織的任何活動。

the following 3 tips will help you give your visitors what they want and in a way that will increase your web sites usability.
不用擔心，下面的3點忠告將會給你帶來幫助。它會讓你為你的訪問者提供所需信息，指出提升網站可用性的方法。

1. concise text
精簡的文本描述

by keeping your paragraphs down to one single idea you can help speed up how your visitor absorbs your information.
你所寫的文章必須圍繞一個主題，這可以方便訪問者快速獲取主旨信息和中心思想。

for example, instead of:
舉個例子來說，看看下面這段文章：

“in today’s market place many people tend to become overwhelmed with the over hyped and highly charged writing that most web sites employ to gain visitors business. this causes people to be turned off by the sites language and ultimately they will click the back button on their browser and leave.”
“在今天的市場中，許多人趨向于投放鋪天蓋地的廣告，他們聲情并茂的吹噓道：他們的大多數網站將會給訪問者帶來商業收益。這導致訪問者產生了“網站語言恐懼癥”，他們將毫不猶豫地點擊‘返回’按鈕甚至立馬離開該站點。”

why not say,
我們可不可以把上面這段文章的陳述方式改一改呢：

“today more than ever people are turned off by over hyped marketing language of websites they visit and because of this frustration they will end up leaving your site.”
“今天，越來越多的訪問者都對鋪天蓋地的市場廣告感到恐懼，因此，直接導致的結果是：他們將徹底告別這個站點。”

see how that short, to the point paragraph says the same thing but quicker?
看看上面這段敘述，是不是既表達了與前一段文章相同的意思又提升了瀏覽速度呢？

go through your home page first and take out long, multiple thought paragraphs and edit them down to be precise. one idea per paragraph once you finish your thought (in 3-4 lines) start another paragraph.
那么，你是否也可以看看自己首頁上的長篇大論呢？好好想想如何把這些文章改得精簡得體以便于訪問者閱讀。這里告訴你一個可行的辦法，盡量把一段文章在3-4行之內敘述完整，然后再另起一行寫下面一段。

2. scannable text
便于快速瀏覽的文本

web site users do not read online text. they scan it.
網絡用戶一般不會在線精讀文本內容。他們通常是快速瀏覽。

use short bold text, for example in the form of a hyperlink, to make important information stick out from the page.
因此，應該盡量使用簡短、醒目的文本。舉個例子來說，可以通過超鏈接的形式將重要的信息從頁面中分離出來，這樣做會使得這段重要信息顯得非常醒目。

bullet lists are an invaluable tool as well. put your important sets of words in bullets. for example instead of,
將一個段落以重點列表的形式表示也是一種非常可行的方法。學會在你的重點詞組前方加一個起強調作用的圓點。看下面的文章：

“you will learn how to create your own web site, design pages that load faster, pick the right color scheme, and improve your sites navigation.”
“你將學會如何建站，如何設計網頁以加快它的下載速度，如何選取恰當的顏色，如何改進網站的導航系統從而方便用戶訪問。”

use this,
看看能不能把上面的文章換個寫法，具體如下：

you will learn:
·how to create your own web site
·design pages that load faster
·pick the right color scheme
·and improve your sites navigation.”
你將學會下面的知識：
·如何建站
·如何設計網頁以加快它的下載速度
·如何選取恰當的顏色
·如何改進網站的導航系統從而方便用戶訪問

use subheadings through out the page.
還有一點，學會在頁面中使用副標題。

as you go through your pages pick out the important points and put them in heading tags. heading 2 and 3 work the best but the heading 1 tag will also work.
當你瀏覽網頁時，需要將重點挑選出來，并將它們寫在標題標簽內。“標題2”和“標題3”的效果最好，但是“標題1”標簽的效果也會相當不錯。

this will break the page up for the reader and they will be able to get the information they want simply by scanning your pages.
這樣做會可以給整個頁面的信息分出層次，以幫助閱讀者在簡單地瀏覽頁面之后快速地獲取所需信息。

3. be objective
必須要客觀公正

far to many web sites are “me” oriented. in other words your site is about making money for you and you want your visitor to stay at your site and buy from you.
大多數網站都是以“自我”為導向的。換句話說，你的網站是為你牟利的；你希望你的訪問者能夠在你的站點上消費。

so what do you do?
那么，為了實現上述目的，你應該做些什么呢？

you force them to stay at your site even if they are not interested in your product or service any longer.
難道是：即使用戶不再對你的產品或服務感興趣了，也要強迫他們停留在你的網站上嗎？

doing this only serves to damage your reputation and cause visitors to leave with a bad taste in their mouth.
如果按照上述做法，那么帶來的后果僅僅是破壞你自己的聲譽；并且當訪問者離開你的網站時，他們會感到非常氣憤。

being objective means putting links to other related sites through out your web pages and allowing the visitor the free will to either stay at your site or leave and find the information they are looking for somewhere else.
這里要提到的“客觀公正”指的是：在你的網站上放上與你網站內容相關的鏈接，讓訪問者做出自由的選擇：是繼續留在你的網站上，還是去別的站點上尋找信息。

in the end this is not a bad thing because you, as the site owner, can direct them to the sites you want them to go to.
我要告訴你的是：這對于你——網站的所有者來說，并不是一件壞事；因為你可以為訪問者指明確切的方向。

however, seeding your pages with a bunch of recommendations to other sales sites is not the smartest way to do this.
然而，在別的商業網站上放上一大堆關于你的網站的推介信息并不是明智之舉。

offer them free information along with sites that you receive compensation from as well.
最好的結果是：你為訪問者提供免費的信息，而你自己也可以從網站中獲取收益。

this way you are being objective and offering your visitor valuable information they can use at the same time.
上述方式將體現你的客觀公正性。并且，你可以提供給訪問者能夠同時使用的具有價值的信息。

in conclusion
總結

take a few days and walk through your web site and find the long paragraphs and make them more concise.
花上幾天工夫看看自己的網站內容，把長篇大論好好地“精簡”一下。

bold important text, create subheadings for extremely important points and create more bullet lists where needed.
學會在需要時標注文本內容，為重點內容設立二級標題；學會創建包含重點信息的列表。

finally, add more out bound links to your information and show them you are objective and care about their needs.
最后，加上一些與你信息相仿的鏈接。告訴你的訪問者，你是客觀公正的，你無時不刻不在考慮他們真正的需求。

internet users are getting tired of the hype and they are speaking out with their browser’s back button.
網絡用戶最反感的就是長篇大論的網絡廣告，他們會以“溜之大吉”的態度對抗它。

by taking the time to make these changes you will improve your sites usability and your visitors will thank you for it by doing business with you.
花點時間，好好按照上面說的把你的網站改進一下。我相信，網站的可用性一定會大大提升；同時，你的訪問者也會非常感激你，并且會很愿意與你進行商務往來。