The case for standard look and feel

I’m always surprised to see how many corporate Web sites do not have standard templates for their site. I see this for small and large companies alike. A strong brand reflects a strong identity to site visitors. Because of the nature of the Web, site visitors need to be reminded that they are on the same site as they click around. If they encounter different looks, they may think they left the site. Although design should be the last thing you worry about when creating a Web site, it is nonetheless critical to ensure that the site has a standard look and feel.