The PersonaWeb project is focused upon the implementation and evaluation of a dynamic Web-based framework, called PersonaWeb, for achieving dynamic adaptation and personalization of eServices’ generic content based on human factors. More specifically, given the users’ diversified perceptual preferences, the same service content provided by an organization will be reconstructed and delivered differently based on users’ cognitive typologies and the proposed set of design guidelines (user-centric). This way, we will increase information assimilation, accuracy on cognitive targets’ searching activities and consequently enhance satisfaction and acceptability of the On-line services. The aim of this project is multi-fold: (i) to evaluate the significance of human factors in the generic web structures and more specifically in the area of eServices’ field, (ii) to propose a Web browser enhancement that will extend the well known html model with a new set of RDFa tags [14] based on cognitive semantics, (iii) to propose a new methodology for the dynamic extraction of users’ cognitive perceptual preferences based on their navigation behaviour, and (iv) to propose a set of design guidelines for the automatic reconstruction of Web content based on users’ individual characteristics. In this respect, PersonaWeb will be an easy to use framework enabling any entity, Web designer and/or developer to enhance their Web services (technology and language independent) with adaptive Web objects that will adapt according to users’ dynamically extracted cognitive factors.