Create a common theme of colours, fonts, graphics and page layouts. Simplicity and consistency in your visual design can be the most effective way of presenting your online brand.
Plan to create a unified look for the various sections and pages of your site, so that the users are aware that they are moving around within a single site as they move from page to page. Use templates to create a common page layout across your site.
Create smooth transitions from one page to another by having consistent elements on each page, for example: placing navigational elements in the same position on each page using the same fonts and colours throughout the site having a clear, visual hierarchy to the elements on your page
All of this will help to reinforce the identity of the site. Also think about the placement of any marketing messages and ‘calls to action’. These should be prominently placed so that there is no ambiguity – improving customer response rates.
Don’t be afraid to use white space or blank areas in your webpage design. Good use of white space can help define areas of your page and can be used to structure and separate content.
A lack of white space can give the impression that the page has too much content and can confuse the user.
If you already have a recognisable brand or image that you can capitalise on, incorporate it into your design. The brand and image of your business should be reinforced by your website. Consistent use of your company logo throughout the site will help in this. Your website should be part of your wider marketing strategy – integrating online and offline communications to reach your target audience.
Source: BusinessLink.gov.uk – subject to Crown Copyright.