This chapter discusses the importance of right combination of words and variations. The wording on a website represents an area where there are virtually inexhaustible opportunities for experimenting with variations. The variations can be crafted with just a few keystrokes, and often the slightest change can have a major effect. The right combination can be leaps-and-bounds more effective than the rest. It is stated in this chapter that deciding what to include in a site's main navigation, and how to arrange it, is key to establishing the flow of traffic and the focus of the site—and it can provoke strong differences of opinion. It is suggested that different ways of framing the same message can cause people to think of it in different ways. Play with alternative ways of framing the same information and see what differences emerge.