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.
上網沖浪時，我經常看到某些網站放滿了漂亮圖片，企圖吸引人們的注意。當然，網站使用圖標在是為了用戶方便，但是如果我沒法馬上發現想找的相關內容，我就會點擊別處另尋所需了。你的網站內容應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——怎樣使你的網站內容吸引訪問者。
Part 11 - How to add content to your web site to attract the search engines
第二部分——怎樣使你的網站內容吸引搜索引擎。
14 ways to add content to your web site and attract visitors
使你的網站內容吸引訪問者的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你的產品所可能有的一切想法。有關產品的網站內容應表達出這樣的效果：訪問者讀了之後，感覺就像你坐在他或她身旁，親自介紹著產品一樣。不要用像“我們”，“他們”這些復數人稱，而盡量用“我“，“你”或“你的”這些詞。這樣會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.
網站簡單明了——就好象你的網站內容是寫給7年級學生（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雜單詞。畢竟你期望人們能清楚地了解你的網站。
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.
傳達出情感——人們在網上經常是很匆忙的，所以你必須要引起他們的興趣或情感共鳴，使他們不會馬上點擊到新頁面。你可以用上一些故事，親身經歷，或是別人的講述。這會增加你網站的可信度和被信賴程度，這兩項可是網上交易的重要因素。
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浏覽頁面的一切，而不是仔細閱讀。因此，標題和副標題最好只有一行文字。重點符號的使用，列表的使用，句中的詞語簡短，直觀，具有主動語態，這些都可以吸引訪問者。段落最好只包含2~5個句子。段落冗長會造成用戶很難快速浏覽你的頁面。
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——網頁設計時應該留有較多的空白。圖表周圍不要緊跟文本，要留些空白，當然還有標題之間，副標題之間，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，“一幅圖勝似一千個詞。”但是只有當所用圖片和你要表達的內容貼切時，這個說法才算准確。不可以濫用圖片。也許網站最初要吸引訪問者，要讓他們留下深刻印象。但是，如果要使他們持續對你的網站感興趣，那你的網站內容必須質量要高。
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).
有高質量的網站內容——每段文章都應該表達出清晰的觀點。段段之間前後相連，這樣訪問者可以循序漸進地讀完網頁內容。如果你准備向訪問者出售產品或服務，那麼剛剛提到的循序漸進的效果會使用戶自然而然地產生購買的想法。（不象有些網站只有關於貨物或購物推車的圖片，這樣就難以產生效果了）。
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.
網頁背景——網頁背景顏色過於花哨或繁雜，會使你的文本內容難以閱讀，並會使人感覺網站主是個缺乏經驗的新手。如果你確實要使用背景圖片，那要保證圖片與網站的主題相合，適合訪問者的感受，並且能增加網站的可信度。
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——使用於非網頁文本的字體主要是"Times New Roman"，這種字體的文本打印效果非常好，但用於網頁內容顯示卻不好。“Sans Seri”字體，像Arial, Verdana 和 Helvetica都是非常適用於方便浏覽的字體。
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。網頁文本的顏色種類過多會造成視覺閱讀困難和拼讀不流利。想要突出文本你可以對文字使用粗體（這幾個字顯示的就是粗體）或斜體（這幾個字顯示的就是斜體）。
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.
檢查拼寫和語法——使用單詞處理器檢查頁面的單詞拼寫情況，當然，不可能所有錯誤都被檢出，所以你要親自讀一遍以檢查出其他錯誤。拼寫和語法錯誤會給人“不專業”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.
簡單的導航系統——導航條的主要作用是使用戶在你網站上可以方便地找到目的地。把導航條放置於頁面左端或頂端（或者兩端都放）。盡量在每個頁面的底部也顯示導航條，這樣用戶就不必滾動回頁面頂端後才能用導航條進入別的部分了。
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.
聽取別人的評論——不要對自己寫的東西頗為滿意，然後就不管它了。要聽著別人批評你自認為不錯的工作成果，的確是難以忍受，但是還是請收起你的自豪，至少先讓親朋好友浏覽一遍你的網頁吧。通過這樣你所寫的內容可以得到優化，並得到更多訪問者的認同。
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.
使用關鍵字——在書寫網頁內容時要編寫一組關鍵字。我會在這篇文章的第二部分談到關於“怎樣編寫關鍵字”的內容。