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.
上网冲浪时，我经常看到某些网站放满了漂亮图片，企图吸引人们的注意。当然，网站使用图标在是为了用户方便，但是如果我没法马上发现想找的相关内容，我就会点击别处另寻所需了。你的网站内容应该既能吸引访问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——怎样使你的网站内容吸引访问者。
Part 11 - How to add content to your web site to attract the search engines
第二部分——怎样使你的网站内容吸引搜索引擎。
14 ways to add content to your web site and attract visitors
使你的网站内容吸引访问者的14种方法
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.
走近访问者。绞尽脑汁地想出访问者对你的产品所可能有的一切想法。有关产品的网站内容应表达出这样的效果：访问者读了之后，感觉就像你坐在他或她身旁，亲自介绍着产品一样。不要用像“我们”，“他们”这些复数人称，而尽量用“我“，“你”或“你的”这些词。这样会让访问者觉得更亲切，没有距离感。
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.
网站简单明了——就好象你的网站内容是写给7年级学生（12-13岁的孩子）看的。不要用那些人们必须查字典才能明白的复杂单词。毕竟你期望人们能清楚地了解你的网站。
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.
传达出情感——人们在网上经常是很匆忙的，所以你必须要引起他们的兴趣或情感共鸣，使他们不会马上点击到新页面。你可以用上一些故事，亲身经历，或是别人的讲述。这会增加你网站的可信度和被信赖程度，这两项可是网上交易的重要因素。
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——在线的人们总喜欢快速浏览页面的一切，而不是仔细阅读。因此，标题和副标题最好只有一行文字。重点符号的使用，列表的使用，句中的词语简短，直观，具有主动语态，这些都可以吸引访问者。段落最好只包含2~5个句子。段落冗长会造成用户很难快速浏览你的页面。
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——网页设计时应该留有较多的空白。图表周围不要紧跟文本，要留些空白，当然还有标题之间，副标题之间，段落之间都要留有空白。
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.
适度地使用图表——也许你听过这样的说法，“一幅图胜似一千个词。”但是只有当所用图片和你要表达的内容贴切时，这个说法才算准确。不可以滥用图片。也许网站最初要吸引访问者，要让他们留下深刻印象。但是，如果要使他们持续对你的网站感兴趣，那你的网站内容必须质量要高。
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).
有高质量的网站内容——每段文章都应该表达出清晰的观点。段段之间前后相连，这样访问者可以循序渐进地读完网页内容。如果你准备向访问者出售产品或服务，那么刚刚提到的循序渐进的效果会使用户自然而然地产生购买的想法。（不象有些网站只有关于货物或购物推车的图片，这样就难以产生效果了）。
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.
网页背景——网页背景颜色过于花哨或繁杂，会使你的文本内容难以阅读，并会使人感觉网站主是个缺乏经验的新手。如果你确实要使用背景图片，那要保证图片与网站的主题相合，适合访问者的感受，并且能增加网站的可信度。
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.
使用正确字体——使用于非网页文本的字体主要是"Times New Roman"，这种字体的文本打印效果非常好，但用于网页内容显示却不好。“Sans Seri”字体，像Arial, Verdana 和 Helvetica都是非常适用于方便浏览的字体。
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).
字体颜色——在线阅读的最好颜色组合是黑色文本，白色背景。如果想要字体有多种颜色，最多不要超过3种。网页文本的颜色种类过多会造成视觉阅读困难和拼读不流利。想要突出文本你可以对文字使用粗体（这几个字显示的就是粗体）或斜体（这几个字显示的就是斜体）。
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.
检查拼写和语法——使用单词处理器检查页面的单词拼写情况，当然，不可能所有错误都被检出，所以你要亲自读一遍以检查出其他错误。拼写和语法错误会给人“不专业”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.
简单的导航系统——导航条的主要作用是使用户在你网站上可以方便地找到目的地。把导航条放置于页面左端或顶端（或者两端都放）。尽量在每个页面的底部也显示导航条，这样用户就不必滚动回页面顶端后才能用导航条进入别的部分了。
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.
听取别人的评论——不要对自己写的东西颇为满意，然后就不管它了。要听着别人批评你自认为不错的工作成果，的确是难以忍受，但是还是请收起你的自豪，至少先让亲朋好友浏览一遍你的网页吧。通过这样你所写的内容可以得到优化，并得到更多访问者的认同。
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.
使用关键字——在书写网页内容时要编写一组关键字。我会在这篇文章的第二部分谈到关于“怎样编写关键字”的内容。