When I set out to design a website, I do it backwards. I start with the design of the smallest, deepest element: the story page or search results. Then I work backwards to design their containers: section pages, indexes. Then, lastly, I work on the home page.
当我开始设计一个网站，通常是向后制作的。我最开始设计的是站中最细微的部分：一个故事描述的页面或是一个搜索的结果页。然后我开始设计容纳这些细小部分的页面：索引或是页面集中的区域。接下来所要做的就是最后的步骤——首页。
I do this because each container needs to adequately set expectations for what it contains. If the home page says one thing, but the internal pages say another, that’s going to lead to a user-experience failure.
我之所以这样制作的原因是每个容纳页面都需要有预期加入的适当内容。如果首页表达的是一件事，但扩展开的页却是描述了别的内容那就会误导使用者。
This also means that, by the time work begins on the home page, there’s a lot of momentum going already. And any lingering anxiety is going to come to a head—on the home page.
这还意味着，当你的工作转移到首页的时候，大量的任务已经完成。所有制作上的顾虑都来到了头部——在首页上（简单的讲，在制作首页时已经是整个网站制作的收尾工作了）
Home pages are anxiety-inducing for companies. The home page is your first impression. And like the old saying goes, you only get one chance. So home pages themselves have a unique set of design goals.
公司站点的首页得多花点心思。首页是你给别人的第一印象。就如一句老话，你只能得到一次机会。所以首页得有一套独特的设计目标
Before I get into those goals, here’s a grain of salt. Every site I’ve ever worked on has had strikingly similar traffic trends, and one stands out. Remember that smallest, deepest element I described earlier？ This is the atomic element—for a news site, it’s the story page; for a search engine, it’s the search result; for a store, it’s a product page. This page accounts for 60 to 75 percent of all page views on the site. The rest belong to the home page.
在我进入目标前，这还有一些有趣的现象。每个我所工作过的站点都有惊人相似的流量趋势，而且还有一点是特别突出的。还记得我前面所提到的那写最细小最底层的元素吗？这就最基础的元素——在一个新闻站上它就是详细的新闻内容页，搜索引擎中它就是结果的显示页，在产品目录中它就是详细产品页。这类页占整个站点中所有浏览页的60%到75%。其余的就归首页了。
This is not to say that the home page is unimportant—it’s hugely important as a first impression. But looking at the numbers, you’ll get far more bang out of tweaks to the atomic element pages than the home page.
这并不是说首页不重要——第一印象是非常重要的。但你看看数量就会发现这些底层元素是多么的庞大。
That said, let’s look at the unique challenges that home pages present. Remember, when I say home page, I mean the page that lives at whatever.com. The first page a user sees when they show up at your front door.
就是说，让我们观察呈现独特性首页的挑战。要记住，我所提到的首页是指在任何.com上存在的首页。第一页就好比是你家的前大门一样。
Any home page has four main goals, in this order:
任何首页都应该具备以下四个要求（真正优秀首页应该达到的目标）：
When I set out to design a website, I do it backwards. I start with the design of the smallest, deepest element: the story page or search results. Then I work backwards to design their containers: section pages, indexes. Then, lastly, I work on the home page.
当我开始设计一个网站，通常是向后制作的。我最开始设计的是站中最细微的部分：一个故事描述的页面或是一个搜索的结果页。然后我开始设计容纳这些细小部分的页面：索引或是页面集中的区域。接下来所要做的就是最后的步骤——首页。
I do this because each container needs to adequately set expectations for what it contains. If the home page says one thing, but the internal pages say another, that’s going to lead to a user-experience failure.
我之所以这样制作的原因是每个容纳页面都需要有预期加入的适当内容。如果首页表达的是一件事，但扩展开的页却是描述了别的内容那就会误导使用者。
This also means that, by the time work begins on the home page, there’s a lot of momentum going already. And any lingering anxiety is going to come to a head—on the home page.
这还意味着，当你的工作转移到首页的时候，大量的任务已经完成。所有制作上的顾虑都来到了头部——在首页上（简单的讲，在制作首页时已经是整个网站制作的收尾工作了）
Home pages are anxiety-inducing for companies. The home page is your first impression. And like the old saying goes, you only get one chance. So home pages themselves have a unique set of design goals.
公司站点的首页得多花点心思。首页是你给别人的第一印象。就如一句老话，你只能得到一次机会。所以首页得有一套独特的设计目标
Before I get into those goals, here’s a grain of salt. Every site I’ve ever worked on has had strikingly similar traffic trends, and one stands out. Remember that smallest, deepest element I described earlier？ This is the atomic element—for a news site, it’s the story page; for a search engine, it’s the search result; for a store, it’s a product page. This page accounts for 60 to 75 percent of all page views on the site. The rest belong to the home page.
在我进入目标前，这还有一些有趣的现象。每个我所工作过的站点都有惊人相似的流量趋势，而且还有一点是特别突出的。还记得我前面所提到的那写最细小最底层的元素吗？这就最基础的元素——在一个新闻站上它就是详细的新闻内容页，搜索引擎中它就是结果的显示页，在产品目录中它就是详细产品页。这类页占整个站点中所有浏览页的60%到75%。其余的就归首页了。
This is not to say that the home page is unimportant—it’s hugely important as a first impression. But looking at the numbers, you’ll get far more bang out of tweaks to the atomic element pages than the home page.
这并不是说首页不重要——第一印象是非常重要的。但你看看数量就会发现这些底层元素是多么的庞大。
That said, let’s look at the unique challenges that home pages present. Remember, when I say home page, I mean the page that lives at whatever.com. The first page a user sees when they show up at your front door.
就是说，让我们观察呈现独特性首页的挑战。要记住，我所提到的首页是指在任何.com上存在的首页。第一页就好比是你家的前大门一样。
Any home page has four main goals, in this order:
任何首页都应该具备以下四个要求（真正优秀首页应该达到的目标）：
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？
