In this paper an instructional framework is proposed for supporting personalised learning in the context of web-based adaptive educational hypermedia systems. A learning-focused approach of instruction is adopted aiming to address learners? needs and accommodate their learning style preferences and progress during interaction. In particular, the proposed framework unifies several processes that form system?s adaptive behaviour such as the lesson generation process (guidelines for planning the content and delivery of instruction), the development of the domain model and the individualized navigation and study support provided. The way this framework has been implemented in a web-based adaptive educational hypermedia system is also presented. Finally, an empirical study has been conducted to investigate learners? attitudes towards the proposed framework and the first results are described.