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4. Your Website Cannot Appeal To Everyone
One of the first questions I ask a client is, “Who is your target audience?” I am regularly shocked at the length of the reply. Too often, it includes a long and detailed list of diverse people. Inevitably, my next question is, “Which of those many demographic groups are most important?” Depressingly, the answer is usually that they are all equally important.
The harsh truth is that if you build a website for everyone, it will appeal to no one. It is important to be extremely focused about your audience and cater your design and content to it. Does this mean you should ignore your other users? Not at all. Your website should be accessible by all and not offend or exclude anybody. However, the website does need to be primarily aimed at a clearly defined audience.
4. 您的网站不可能满足所有人的诉求
我问客户的第一个问题是：“谁是您的目标受众”。我经常震惊于答复的长度。它总是一份长长的详细清单，包括形形色色的人。
不可避免的是，我的下一个问题：“哪些人口群体是最重要的”。令人沮丧的答案是“他们都同样重要”。
严酷的事实却是：如果你为所有人建立一个网站，你就一个人都诉求不到。
重点放在你的客户上，并用你的设计和内容去迎合这个重点，是非常重要的。这意味着你会忽略掉其他用户？没关系。您的网站应便于所有人查阅，不冒犯或排除任何人。然而，它实在需要首先瞄准一个明确界定的受众。
