By way of contrast, most sites are less centered on the needs of new visitors and better optimized for returning customers.

現(xiàn)在大多數(shù)網(wǎng)站迎合回訪客戶的需要，而很少照顧到初次登錄網(wǎng)站的訪問者。

It's tempting to take this second route, because it is a great deal easier to build a home page for customers who have been there a number of times before.

主頁設(shè)計更容易照顧到訪問網(wǎng)站多次的回訪客戶，所以很多網(wǎng)站運用這種方法。

Returning visitors don't need handholding. They don't need to be told what it is you actually do. They don't need to be carefully directed to the most relevant pages within the site.

回訪客戶不需要網(wǎng)站緊緊控制，他們不需要被告知網(wǎng)站實際存在什么內(nèi)容，也不需要被指引到相關(guān)網(wǎng)頁。

Of course, the less you have to attend to the needs of the first-time visitor, the more you can use your home page to publish your own news or promote your own products. There's plenty of space for press releases, new product announcements, and special offers.

當然，越少考慮初次訪問者的需要，你就可以留出越多的空間發(fā)布新聞，推銷產(chǎn)品。你就可以在網(wǎng)站中發(fā)布新聞稿、發(fā)布新產(chǎn)品、推銷特價產(chǎn)品。

And with returning visitors, you don't have to pay such close attention to the language. They know where to go and what to do. You can write complete nonsense on your home page, and many returning visitors won't even notice. Sloppy writing works just fine for people who don't need to read it.

面對回訪用戶時，你不需要考慮語言的運用，他們了解具體位置以及具體內(nèi)容。即使網(wǎng)站首頁出現(xiàn)廢話，回訪者也不會注意。不希望閱讀內(nèi)容的人不在乎內(nèi)容是否正式。

But you may want to think carefully about the role of the home page. Unless you run a highly unusual business, you will experience natural attrition among your existing customer base. So, you eventually need new customers. If new customers are a priority, then take a second look at your home page. Is it optimized for first-time visitors?

但是你需要考慮網(wǎng)站主頁的作用。除非你的行業(yè)非常特殊，否則你的現(xiàn)存客戶一定會減少，所以你需要不斷吸引新客戶。新的訪問者會利用1秒鐘的時間瀏覽網(wǎng)頁，是否可以成為消費者會受到網(wǎng)站主頁的影響。

If your home page isn't designed for people who are looking at it for the very first time, your rate of converting visitors to new customers is going to be disappointingly low.

如果主頁設(shè)計沒有考慮初次登錄網(wǎng)站用戶的需要，那么訪問者轉(zhuǎn)化為消費者的機率會非常低。

Here's a quick checklist against which to gauge your home page:

下面介紹檢驗網(wǎng)站主頁是否符合標準的幾條內(nèi)容：

Is your home page customer-centric or company-centric? Is it focused on what your customers need or on what your company does?