So you've decided you want so have a website designed for your company. You've had a brainstorming meeting with your staff and are starting to think about what you consider to be the important aspects of the site; what colours to use, where you want your pictures to appear and whether or not your web designer should make your logo spin from right to left or from left to right. Stop! There are far more important considerations that need to be made and this article will tell you the main things that cannot be overlooked by a website designer if their intention is to build a successful business website that will deliver a return on your investment.

如果你決定聘請網站設計者為公司設計網站,你可能要召開員工大會討論各種問題,並且還要考慮網站主要內容、網站顏色、圖片位置,以及確定網站的logo是否應該旋轉,如果旋轉,是從左向右還是從右向左旋等等一些問題,總之,要考慮的實在太多了。如果想讓自己的投資付出有回報,下面這幾個問題必須要考慮。

1. The Goal of the Website

1.網站的目標

The goal of the website needs to be carved in stone; well I suppose just writing it down would suffice! What do you want to achieve by having the website designed? This could be something as simple as publishing contact details on the internet. It could be something a lot more specific such as:

網站的目標應該刻在石頭上,不過,寫下來就完全可以了。構建網站要達到一個什麼目的呢?就像在網上發佈聯繫資訊一樣簡單。目標一定要具體,例如:

To have 500 users sign up to your newsletter in the first year. To sell £10000 worth of products over the internet in your first year. To achieve 10 sales enquiries per day through the website.

網站運行第一年要達到這樣的目標:,500使用者定制時事通訊服務,或者,網上銷售價值10000英鎊的產品,或者,網站每天做成10筆交易。

Whatever the goal of the website is, make sure that you are clear about what it is and that your web designer know exactly what this is and what the website should deliver. Your website will then be designed with this in mind and will have a measurable goal. Imagine building a house, putting the roof on and then telling the builder you wanted a double garage as well - this often happens to website designers!

不管網站的目標是什麼,你自己必須要清楚。然後保證網站設計者瞭解具體目標以及網站銷售內容,這樣在設計過程中,設計者會自己設想一個目標,然後按照這個目標設計設計網站。其實網站設計和建造房屋是一個道理。只有屋頂建好了,才能考慮建造雙位車庫。

2. Who Your Target Audience Is

2.網站的目標客戶是哪些?

It is very, very important to know who your target audience is. This needs to be very clear right from the very start. This will allow the designer to make the best possible web design decisions to make sure your site is as attractive and accessible as possible to your target audience. Your site after all need to be aimed directly at your target audience in order for them to do whatever it is that you want them to do when they arrive at your site.

確定目標客戶尤其重要,網站建立之初就必須調查清楚這個問題。這樣,網站設計者可以確定一個最佳設計方案,使網站盡可能地吸引目標客戶。網站需要以客戶為中心來進行設計,這樣才能保證使用者流覽網站時,購買網站的產品或者服務。

3. What Kind Of Content / Keywords Are To Be Used

3.運用何種類型的內容或者關鍵字

Your website designer needs to thoroughly understand the nature of your products and services and the things that potential customers will type into search engines to find them. I have had a few clients that have asked me why their products and services aren't listed in Google. One example that stands out in my mind is a lady that asked me why a search for 'coloured concrete' didn't display her site in the results. After I explained that she actually needed to tell search engines on the website that the company sold 'colored concrete' I built a search engine targeted webpage, which was listed in the search results.

網站設計者需要清楚瞭解網站產品或服務的特點,以及潛在客戶會在搜尋引擎中輸入什麼詞語查找相關網站。有很多客戶問過我,為什麼在Google中沒有自己搜索的內容。一個典型的例子就是:一位女士詢問,為什麼查找「有色混凝土」,卻沒有搜索到任何結果。我就告訴她應該在搜尋引擎中輸入「銷售有色混凝土的公司」。隨後,我建立了一個以特定網頁為目標的搜尋引擎,查找的網頁會在搜尋結果中會出現。

Please try and bear in mind that web designers although they are trained to ask intelligent questions, they are not mind readers and know a lot less about your industry and your business than you do. The best thing you can do is to provide as much information and detail up front so that the designer organise your website in the best way possible.

儘管你覺得設計者應該提出一些相關的問題,但要記住:他們不會考慮客戶的想法,並且對你從事的行業和公司業務又是知之甚少,所以,你應該提前為他們提供充分的資訊和各種細節,這樣網站設計者才可能以最好方式來設計網站。

Conclusion:

結論:

It's a sad fact that a lot of websites are designed badly and deliver bad results for good customers but by following the advice in this article, you can be sure of 3 things:

如果,網站設計很糟糕,肯定就不能給客戶提供優質服務,這種情況是我們不想看到的。但如果上述幾條要求你都做到了,至少有3件事你可以保證:

1. Your website project will have a clear, well defined and measurable goal

網站會有一個清楚、明確、適當的目標

2. Your website will be correctly themed and aimed at your target audience

網站主題瞄準目標客戶

3. Provision will be made for your content and nothing will be missed out

會為內容設計做準備,保證不遺漏任何內容
 
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