When a visitor first lands on your website, you have a very short period of time to express your brand to this potential customer ina manor that will make them feel secure and comfortagle with the idea fo doing business with you.
Your website's "comfort value" is planned out, in great detail, during the Design Phase of a website project. We will take your customer demographic into account along with your company's brand when creating your site's design, copy and enve the navigation lables.
Consistency is absolutlly manditory on today's web, as consistency builds trust, trust builds relationships, relationships build customers.