Each page on your site should have the same logo. Certain links should go on each page (such as a link to your home page) and be in the same place on each page. If you have other links, such as Search, E-mail, and so on, these should also be consistent throughout your site.

Text color, fonts, hyperlinks, backgrounds, buttons, and so on should all be consistent to avoid confusion and error.

Your URLs and page headings should also have a consistent theme. URLs should be as simple as possible, and headings need to be complete and clear. Viewers often see headings out of context, such as in the results of a search engine or in your table of contents. For example, if you're selling used CDs, don't use Jazz at the top of one page and Looking for some Classical Music? at the top of another. Instead, put Used Jazz CDs on the first page and Used Classical CDs on the next. These headings are simple, complete, and consistent.

If you're combining HTML and Flash content, use consistent fonts and colors for both.