This paper presents a design methodology that deals with the presentation aspects involved in the development of a Semantic Web Information System. The methodology is driven by two main design models: the conceptual model and the application model. The application model extends the conceptual model with presentation abstractions that capture the application logic. During the presentation generation the input data goes through a sequence of transformation steps. Using semantic web technology we chose to represent the models and their instances in RDF(S). The RDF/XML model serialization facilitates the specification of the different transformations in XSLT. Categories and Subject Descriptors H.1 [Information Systems]: Models and principles; H.5.4 [Information Interfaces and Presentation]: Hypertext/Hypermedia-Architectures, Navigation; I.2.4 [Artificial Intelligence]: Knowledge representation formalisms and methods General Terms Design, Experimentation Keywords WIS, SWIS, RDF(S), Semant...