Unity & Continuity - Two Important Factors for Web Content

As I evaluate websites for small businesses, a flaw I often notice is that many of these sites were written by different people at different times. They lack unity and continuity. This presents a serious problem in retaining visitors and converting visits into leads and sales. Every business website should speak with a single voice. That's unity. In addition, every page on a business website should relate in some way to every other page. That's continuity.

On many websites, clicking a link to a different page often results in a jarring change of voice. The content reads differently and can seem unrelated to the content of the previous page. There's a break in the unity of the content. This can be confusing to the visitor, and is a common reason visitors leave your site. Confusing your potential customers is a very bad idea. It's much the same as handing a customer in your brick and mortar location off to a different salesperson without telling the second salesperson anything about the customer or what you've discussed. That lack of unity often kills a sale in real life and on your website.

Another problem that's related to unity is a lack of continuity on many business websites. When different writers create parts of your website, the relationship between one page and another can easily be lost. Not only do visitors see a new voice speaking, but they may not feel as though they're even on the same website. The first page may discuss a particular issue and use a particular marketing strategy. Then, when the visitor jumps to another page on the website, a different marketing strategy and voice suddenly appears. Again, the result is confusion and often results in the visitor making an abrupt exit.

Both unity and continuity are critical to success in retaining visitors and converting them into customers. The only way to achieve both is to have your entire website speak with the same voice and present a unified marketing strategy. If your website has both unity and continuity, your visitors are far more likely to visit multiple pages on your site and take action to contact you or to order products and services. It's that simple. To meet your goals of visitor retention and conversion, major site revisions should be done by a single writer or a content provider who can present a unified voice and carefully convey your marketing strategy across the entire site.

Email Me for a free evaluation of your website's content. I'll be happy to help you understand how expertly-written and effective content can provide the unity and continuity that effectively converts your visitors into leads and sales. Please see the links on the left sidebar of this page for samples of my web content writing.