提升网站可用性的3个忠告(2)

3. Be Objective
必须要客观公正

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.
大多数网站都是以“自我”为导向的。换句话说，你的网站是为你牟利的；你希望你的访问者能够在你的站点上消费。

So what do you do?
那么，为了实现上述目的，你应该做些什么呢？

You force them to stay at your site even if they are not interested in your product or service any longer.
难道是：即使用户不再对你的产品或服务感兴趣了，也要强迫他们停留在你的网站上吗？

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，那么带来的后果仅仅是破坏你自己的声誉；并且当访问者离开你的网站时，他们会感到非常气愤。

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.
这里要提到的“客观公正”指的是：在你的网站上放上与你网站内容相关的链接，让访问者做出自由的选择：是继续留在你的网站上，还是去别的站点上寻找信息。

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.
我要告诉你的是：这对于你——网站的所有者来说，并不是一件坏事；因为你可以为访问者指明确切的方向。

However, seeding your pages with a bunch of recommendations to other sales sites is not the smartest way to do this.
然而，在别的商业网站上放上一大堆关于你的网站的推介信息并不是明智之举。

Offer them free information along with sites that you receive compensation from as well.
最好的结果是：你为访问者提供免费的信息，而你自己也可以从网站中获取收益。

This way you are being objective and offering your visitor valuable information they can use at the same time.
上述方式将体现你的客观公正性。并且，你可以提供给访问者能够同时使用的具有价值的信息。

In Conclusion
总结

Take a few days and walk through your web site and find the long paragraphs and make them more concise.
花上几天工夫看看自己的网站内容，把长篇大论好好地“精简”一下。

Bold important text, create subheadings for extremely important points and create more bullet lists where needed.
学会在需要时标注文本内容，为重点内容设立二级标题；学会创建包含重点信息的列表。

Finally, add more out bound links to your information and show them you are objective and care about their needs.
最后，加上一些与你信息相仿的链接。告诉你的访问者，你是客观公正的，你无时不刻不在考虑他们真正的需求。

Internet users are getting tired of the hype and they are speaking out with their browser’s back button.
网络用户最反感的就是长篇大论的网络广告，他们会以“溜之大吉”的态度对抗它。

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.
花点时间，好好按照上面说的把你的网站改进一下。我相信，网站的可用性一定会大大提升；同时，你的访问者也会非常感激你，并且会很愿意与你进行商务往来。