This document provides 10 rules for web page design and 7 rules for content design. The key points are: 1) Web page design must attract visitors visually while the content keeps them engaged. Balance artistic and technical design. 2) Common mistakes include treating the web like brochures and not testing page structure. Follow conventions like consistent styles across pages and avoid frames, tables, and long pages. 3) For content, write concisely, check for errors, use descriptive titles and lists, and enable brief previews to enhance readability.