Text is easy to read. If a document is long, it has a table of contents with links to main sections so you don't have to scroll through the whole document. Can easily find information. Useful content is not more than three clicks away from home page. Design is clean and uncluttered.
Presentation is tasteful.
Site is engaging and makes you want to come back to it. Text and background colors do not clash. Information is useful and relevant. Authors communicate a sense of who their audience is. Appropriate and pleasing balance of text and assets.