The Web is a distinct medium, with different characteristics from print media - Learn to work with the technology, not against it. This is an electronic print medium - The Web is not television. This is your audience. The answer to this should be a full sentence.
Education can improve the lives of the citizens of Alaska.
Acme Widgets will make your life easier. You will marry a beautiful woman if you smoke Coffin Nail cigarettes. The site should be easy to use. The site should get your message across clearly. The site should make the user feel welcome.