It is our contention that the World Wide Web poses challenges to knowledge representation systems that fundamentally change the way we should design KR languages. In this paper, we describe the Simple HTML Ontology Extensions (SHOE), a KR language which allows web pages to be annotated with semantics. We present a formalism for the language and discuss the features which make it well suited for the Web. We describe the syntax and semantics of this language, and discuss the differences from traditional KR systems that make it more suited to modern web applications. We also describe some generic tools for using the language and demonstrate its capabilities by describing two prototype systems that use it. We also discuss some future tools currently being developed for the language. The language, tools, and details of the applications are all available on the World Wide Web at http://www.cs.umd.edu/projects/plus/SHOE. (Also cross-referenced as UMIACS-TR-99-71)