The topic, its main idea, and its conclusion

         Should be immediately visible, locatable, or knowable.
 

Ideas rule structure

         Main ideas at the "top" of the screen and supporting and secondary information below.
 

         Should be readily recognizable to your visitor.
 

         Limit one idea to a group of words, whether sentence, phrase, paragraph.
 

         Unless you clearly and intentionally have its purpose in mind and definition available.
 

         Are subjects for subsequent pages and should be logically placed.
 

         Should be apparent by its link and consistent with its predecessor.
 

         Can be accessed through links for printing.
 

         No matter how clever if it detracts from your message.
 

         Then have your pages independently proof-read.
 

         Invite feedback with a "mailto" for comments, suggestions, questions to enhance the effectiveness of
         your website; ignore (don't respond to or waste your time on) idiotic responses.
 

• reinforce text

• elaborate on text

• highlight text

• replace text

• be meaningless and distracting (not!)