Brand consistency means a visitor going from your Google Ad to your landing page to your pricing page should feel like they're interacting with the same company throughout. Same colors, same typography, same tone of voice, same level of polish. It sounds basic, but broken brand consistency is one of the most common trust killers we see.
The worst offender: landing pages built in a different tool than the main site. A company with a clean, modern website sends ad traffic to a page builder template with different fonts, a different color palette, and stock photos that clash with their actual brand photography. Visitors don't articulate why it feels off — they just leave.
The consistency checklist
Check these five things: (1) Primary brand color matches your website within one shade, (2) Font families are identical — not "close enough," identical, (3) Logo placement and size follow the same convention as your main site, (4) Tone of voice matches — if your site is casual, don't write a formal landing page, (5) Image style is consistent — if you use illustrations on your site, don't switch to stock photography on landing pages.
There's a strategic exception: when running A/B tests on a new brand direction, intentional inconsistency is the point. But that's a deliberate experiment, not a careless oversight. The difference matters.