• Is the information credible/informative?
• Is the information complete? Is anything of significance to the user missing?
• Is there a clear focus on the targeted health behavior(s)?
• Is the information appropriate for the target audience?
• Are any technical terms/concepts clearly explained? Does the content minimize any confusion about the subject?
• Is the information new and/or relevant to the user? Is there any indication that the information is regularly updated?
• Is the site's sponsor clearly identified? Are there e-mail links and/or feedback forms to allow for user interaction?

Evaluation of Creative Format:

• Assess the site's overall design and layout. Is the design appropriate for the target audience?
• Is the site layout and navigation user-friendly? Are links easily identifiable?
• Does the site maintain a consistent personality through the use of design?
• Are visuals/graphics relevant to the subject matter? Is there effective use of color? (For advertising/marketing health pages only—are banner ads (if any)—appropriate for the site design?)
• Does the site make use of interactive web technologies (Flash, video, audio) to further enhance the user experience?
• Is the health information message(s) clear and consistent? Are the main points stressed and repeated?

Overall Assessment:

• Information quality and depth
• Site design and structure
• Relevant health information for the target audience
• Ease of navigation
• Ability to attract and hold users' interests
• Significance to overall public health interests (for non-commercial and/or non-professional sites)
• Overall site use of the web's interactive nature—not simply an electronic version of a brochure or newsletter, etc.
• Special consideration for commercial health sites: ability to elicit appropriate action?