And consitency and real world matching should always come together. Use the language of your (potential) users/ customers. Don’t let a horny marketing department invent cute names for stuff. Just check the search engine volume, see where (on which keywords) your conversion lies and use those terms.

Anyway, I think Nielsen’s usability heuristics are nice, but a more comprehensive low-level list is worth more. His list is too hard to make a checklist out of, there are tons of other nice lists that are more concrete. Moreover, I think he created the list for his book “Usability engineering”, which isn’t about websites, but more about systems in general, while most people think of websites when they want to learn about usability.

PS: Why write in English? The Dutch community needs more quality content like this. The stuff you write here seems quite dupe-like, in English.