The Importance Of
If you want to build a successful website, it needs to have consistency. Consistency consists of several parts. First, it means being consistent with your brand, your message and your overall site. Second, it involves being consistent over time. Together, these factors give
==> Consistency with Brand and Identity
Before you launch your site, spend some time thinking about your site’s identity and brand.
What’s the overall message of your site? What kind of people should write for your site? What’s the overall voice of the writing on your site?
What does your design say about your site? What feelings do the colors bring up? What kind of header image, lines, etc. do you use and why?
What does your email template look like? What formatting do you use? What is the cadence and voice of your emails?
These are all important questions to answer. In order to build a substantial business, you need to create a presence that has all of its parts aligned to a consistent brand and message.
==> Consistency over Time
Another thing people want is consistency over time. They want to know that every time they come back, they’ll have a relatively similar experience.
Think about it. If a restaurant changed from serving Italian food to Japanese food to Polish food all within six months, chances are you won’t frequent all that often. You just won’t know what to expect.
Likewise, if a website changes authors, designs, writing styles and message every month, how likely are you to want to keep coming back?
People want to have consistency with the websites they visit. That’s why by and large sites like Facebook, Google, Yahoo and MSN very rarely change their sites.
One key to success with your email marketing is to let your readers know, in one of the first emails they get from you, what and when they can expect to hear from you. By letting them know what they can expect you give them the opportunity to look forward to your content rather than encroaching on their inbox.
==> Consistency with Content and Publishing
Finally, as an informational site, people need to know what to expect when it comes to content. They need to know what kind of content they can expect and when.
Come up with a consistent publishing schedule. If you publish every day, your readers will start to expect that and come back every day. If you publish three days a week – say Monday, Wednesday and Friday – they’ll come to expect that as well.
The same is true with your email marketing. In an early email be sure that you let your readers know what they can expect to receive from you and how often. Then stick with it!
Try to still get in the habit of adding content regularly. Static websites don’t get nearly as much return traffic as frequently updated sites. However, more importantly, if Google sees a website is not being updated at all, you’ll slowly start to drop in ranking.
Set a regular schedule for updating, even if it’s just once a month to barely keep Google happy.
If you keep your content consistent, you’ll keep your users happy. They’ll know what to expect when they come to your website or when they opt into your list. If what you have to offer is what they want, they’ll keep coming back!
How do you practice consistency in your marketing?
~ Kim ~
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