In all things business, interaction with your audience is key. Clear and consistent communication is the first thing that people will notice about a company and a company's ability to engage with a customer right off the bat can be make or break.
Since the Internet came into existence and website design became a legitimate profession, it has been said that consistency is the king when it comes to provoking the best audience experience online. But is this true? Certainly, making sure each page of your website looks like a part of the same whole is important- more to maintain your brand image than anything- but there is more to the process than this simple act.