Goal 1: Answer the question, “What is this place?”
目标 1：回答这个问题，“这是什么地方？”

This is, and always will be, the number-one job of any home page. If you ignore this goal, you’ll leave new visitors in the dark.
就是这个，不论是什么网站这都是首先要完成的任务。如果你忽略了它那就意味着你将访问者遗弃在混乱中。

The first thing a new visitor does when they get to an unfamiliar site is ask that question. If the site does not do a good job of answering it within a few seconds, the user will feel dumb, leave, and never come back. After all, what would you do if you met someone and they made you feel like an idiot? Would you want to hang out with them again?
一位新到的访问者首先会做的事就是从并不熟悉的站点上得到这个答案。如果站点不能成功地在几秒内完成这个任务，就会使访问者无语（就是这个“.......”），然后就是离开并再也不会回头访问了。当你遇到某人给你的感觉像个蠢货的时候你会怎么做？你还会要想到再去粘着这个人吗？

This is all about making a good first impression.
这就是关于制造良好第一印象的全部

Don’t be afraid to use good old fashioned text to say: “This is who we are, and this is what we’re about.” Then link to a more verbose about page or tour. That way, the people who need that help have a place to go to find it. And make sure the text you use is excited and positive—and makes the reader feel important.
别不好意思去用那些老掉牙的话：“我们是谁，和这是关于什么的。”然后连接到一些更唠叨的关于页面或是浏览页。这样，需要这类帮助的人就有了去向。注意你使用的文字要让读者感觉到是重要的。

Don’t be too wordy, of course. Make sure all the words you use are doing heavy lifting. But the explanation has to begin at the top of page one—it’s the most important thing you can do to turn newbies into repeat visitors.
当然要避免过于罗嗦。让你的文字举足轻重。但解释必须出现在页面的顶部——这是你得到回头客的重要办法。

This is especially important for companies trying to do new things. Google can get away with a user-hostile front page because everybody already knows how to use it. But that’s the exception to the rule. If you’re doing something new, sometimes you just have to explain it in plain language, like: Flock is a free, open source web browser.
公司尝试做新的事物前有些事是特别重要的。像Google之所有可以不用在首页上不加任何说明是因为几乎人人都会使用它。但这只是个例外。如果你正在做一些新东西，有些时候你只要做下简单的解释就行，像：Flock 是一款免费的，并且是开放源码的WEB浏览器

If a first time visitor to your site’s home page does not understand what it is within three seconds, you’ve failed goal number one, so feel free to skip the rest. The only people who will use the site are the people who already know what it does. Or, ya know, masochists.
如果第一次来你站点的人不能在首页三秒内明白这是什么样的站点，第一个目标你就失败了，只有人们知道这是什么站点才会使用它。

Goal 2: Don’t get in the repeat visitor’s way
目标 2：不要让访问者反复走老路

All that said, the second goal is to get out of the way of the users who already know what they’re doing. These are the users like you, the ones who have been here before and already get it.

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