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A new goal-based approach to measure usability of web sites is presented, strongly taking into account the customers’ expectations, which are often hardly foreseeable as a whole. After a general discussion on web site design issues, we present a short survey of evaluation methods currently used for web sites. We next introduce a new taxonomy of site categories in a three-dimensional space, derived from Aristotle's rhetorical triangle, including different aspects of the site designer's goals. In our approach, we use this taxonomy to identify a number of sites belonging to the same category, in order to carry out a comparative analysis of their features. This analysis is the basis for a two-shot generation of a form for the evaluation of that category of sites. In the first shot, the users fill a generic evaluation form, acquainting them with sites characteristics. They are next asked to perform specific tasks of their choice …