The site content is organized in a logical way. If steps have to be taken in a certain order, there are instructions which are clear enough for novices and first-time visitors to understand. The text is easily readable, and bulleted or highlighted for scanning. The writing is clear, and grammar and spelling are used correctly. If there are long text passages, they are broken up in such a way that the user is motivated to read them.
Color is used to aid in reading or to orient the user in the site.
The site should load quickly. Of course, there is great variability in the speed of connections and server use which affects loading speed. In general, large graphics should be avoided unless they are necessary. However, if high-quality graphics are essential, as on an art site, the interested user will usually wait. If there is sound, video, or animation, it contributes to the purpose of the site.