Characters per line
Line lengths should be neither too short (<50 characters per line) nor too long (>100 characters per line) when viewed in a standard browser width window.
All corporate information should be grouped in one distinct area (e.g. "About ____").
Navigation labels should contain the "trigger words" that users will look for to achieve their goal.
There should be no more than 7-9 navigation items per menu/sub menu.
There should be no more than three levels of navigation in the main navigation.
There should be no external links in the main navigation (this includes other University of Waterloo sites that are not the website the user is currently on).
Trust and credibility
The content is up-to-date, authoritative and trustworthy.
It is easy to contact someone for assistance and a reply is received quickly.
The site is free of typographic errors and spelling mistakes.