Consistency lets visitors carry what they learn from one page to the next. Reuse navigation behaviour, action styling and terminology while allowing the layout to reflect different content. An article and a product page can feel related without sharing the same arrangement.
A practical approach
Create a small reference for repeated patterns. Record spacing, heading styles, buttons, cards and form states that the team actually uses. Review new pages against those patterns before introducing another variation, especially when several people maintain the site.
Your checklist
- Use one label for each recurring action.
- Reuse proven components for the same purpose.
- Document intentional exceptions and their reasons.
For example
A contact page may need a two-column layout while a guide benefits from a narrow reading column. Shared type, navigation and colours can keep both coherent without squeezing them into one template.
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