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General
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Don't make people think. This means that as far as is humanly
possible, a Web page should be self-evident. Obvious. Self-explanatory
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People don't read pages they scan them. They are usually in a hurry
and don't need to read everything. Plus people are good at scanning
because they do it all the time.
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Don't use the words "click here" as links. Incorporate
links into the content of your text
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Never use under construction signs or have pages noted as under
construction or coming soon. This is a frustrating delay to those who
expect see valid information. Either remove the links to these pages
or add appropriate content.

Design
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Be consistent with design elements. For example make sure you don't
have some bullet items are indented and some not. A great variety in
the presentation of bullets and lists for will be distracting for
discernible reason.
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Efficient use of the page is much appreciated by users. People
dislike doing unnecessary scrolling. Keep pages as short a possible.
Break up large pages.

Graphics

Text
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Keep word to a minimum. A sentence should contain
no unnecessary words and a paragraph no unnecessary sentences.
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A spell check everything often.
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Spacing between titles, subtitles, subheads, etc. should not be
varied. Be consistent with things from page to page.
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Keep your writing style consistent. Use friendly "webspeak",
formal "corporate speak" or what ever you want. Just be consistent.

Links
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Identify where the link will take you. People like to know where they
are going before they get there so that they can decide if they want
to spend the time.
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If your link will result in a download of a file let people know how
big it is.
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Group links on one page where possible. You have 2 links on a page,
leading to one page with one link, and another page with 3 links?
People's time must be valued. Put all 4 links on one page.
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Download links should have file type and/or size noted. People using
a modem get very frustrated is a large unexpected downloads.

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