Continuity is overlooked.
But continuity shows care, clarity and professionalism.
People buy from companies with these traits and they heed sloppy companies.
So what should you look after in terms of continuity on your website?
- Same size, shape and colour for all your buttons. Max two formats for primary and secondary buttons.
- Same font sizes across your website. (Use multiples of 6 or 8)
- Same fonts across your website. (I’d stick with a maximum of 2 or 3)
- Same layout and structure across your pages.
It all appears straightforward, yet many seem to forget when they start building a website.
Additionally, continuity matters when going from one channel to another.
Getting traffic from social media or ads?
Tell them the same message. Maybe copy the exact same headline. Show them the same image.
You don’t want confusion. You want clarity.
