Broken links, 404 errors etc. all point to a poorly maintained website, potential customers could easily conclude that your levels of service are not up to scratch!
Once inside a website, visitors soon adjust to it’s structure. To avoid upsetting this, navigation tools need to be consistent throughout. Call to action buttons should be consistently positioned.
Typography, typeface, type size and spacing needs to be consistent on every page as does the use of paragraph heading levels. Avoid over complexity, use of too many typefaces and colours. Underlined text should only be used for links, never for emphasis.
Remember: “Features impress, Benefits sell” and “Less Me Me Me more You You You”
Technically orientated websites often get carried away listing feature after feature. For every Feature quoted, there should be a resulting Benefit for the customer. Ultimately, it is the benefit delivered rather than how it is done, that clinches the sale.
Similarly don’t go on about how great you are with too many “me” statements, concentrate more on the what you deliver to your customer.