In an ICO, something that is just as important as the white paper is the website. This is the public image of the company or startup, and there is a list of minimum requirements that a website should have.
The very first thing a website has to convey is the concept and although it is great to use industry jargon and technically correct words, this has to be supplemented with alternative words and analogies, to help the visitor to understand very quickly what the company, concept, or idea is.
Take, for example, Augur (http://www.augur.net/):
"Augur is an open-source, decentralized, peer-to-peer oracle and prediction market platform built on the Ethereum blockchain."
This is great, but what exactly is an oracle? ...