Anatomy of a Home Page

To establish this, first ensure that your logo is prominently (though not overwhelmingly) displayed, and that the colors used align with those in your print catalog.

But don't stop at your logo. Carry the message through in the language, tone and graphics style as well, says Ken Burke, founder and CEO of e-consultancy Multimedia Live. For example, lifestyle and/or product shots speak volumes for your brand message—they communicate whether or not your catalog concentrates on the merchandise itself or the way of life associated with it.