Title

Clearly indicates of the topic and or thesis of the page. This should be like a Headline in a newspaper

First sentence(s)

States the conclusion reached about the information on this page

Details

Follow and support the conclusion

Succinctness

·        The need to use about 50 percent fewer words than in ordinary writing; the need to get to the point right away.

·        Short texts are the rule.

Scannability

Enable readers to "scan" a page to find pertinent information rapidly.  Enabling features include:

·        Headlines and sub-headlines, using font sizes to distinguish the levels: headlines are large; sub-headline 1, less large, etc.

·        Highlight and emphasis for matters of importance, key words, key phrases.

·        Bullet points

Pages

Are topical units; each one should:

·        contain a concise "chunk" of information

·        focus on a specific topic

·        carry a clear main point/conclusion

Hypertext Structure

·        Provides links among related pages and related ideas.

·        Enables readers to choose topics of interest and the sequence in which they read them

·        Provides for linear and non-linear development.

·        In print, each page is a sequence of a linearly developed "story."

·        In hypertext structure, each page is a topical "chunk" of information that can lead to a number of different destinations (related topics).  The reader may proceed "linearly" as designed by the author; or non-linearly through a sequence of topics of her own choosing.

Levels of Content

·        A site is a nested hierarchy of related information

·        The general or broad ideas reside near the top of the hierachy

·        The more specific points and details lie at lower levels

·        A reader should be able to read horizontally across pages of the same level; vertically, into further specificity; and diagonally, through links.