In the last few years the improved performances of graphics hardware and the growing availability of broadband internet connections have eventually led to effectively adding a third dimension to web interfaces, achieving what is commonly referred to as Web3D. Nevertheless, these technologies are not yet widespread, especially in the cultural sector, for at least two factors: technological limitations, mostly in the lack of coherent and effective metaphors to visualize and interact with digital cultural assets using the third-dimension as an added value rather than as a stylish gadget, and communication issues, as, despite the principles stated in the London Charter aimed at ensuring technical and intellectual rigor for the digital visualization of cultural heritage, a proper way to deal with relevant and sustainable 3D information is not yet completely established. For this reason this paper focuses on identifying and analyzing the aspects that may contribute to a more efficient use of Web3D technologies to access cultural content, in order to set up a set of development standards aiming to encourage web-based learning and guaranteeing systems accessible and usable by the widest possible audience.