Establishing brand continuity is one of the best tips for web design. A site’s colors, fonts, and images should match the company’s overall brand identity. Your website should be instantly recognizable as an extension of your brand.
Most people find websites through a search engine instead of directly typing the URL into their browser. If someone clicks to your site from search results and the site looks nothing like your brand, they might think they’ve landed in the wrong place or have encountered an imposter site.
The design of your website should leave visitors confident they’ve landed in the right place. If something looks off, such as the website logo not matching the logo used in your stores or on your business cards, visitors might become confused or suspicious.
When poor branding and design put a seed of doubt in visitors’ minds, they’ll be less likely to submit their information or make a purchase on your website.