Your business is more than likely your livelihood. If information regarding your business is incorrect, it can have crippling consequences. Take, for example, your address. If it’s incorrectly listed on your website, people won’t show up because they won’t be able to find it. What could have helped this? A second pair of eyes, and a team of people whose job it is to look through information with a fine-tooth comb. Here are 4 reasons you need continuity for your company. 

Your Website 

You may have hired a web designer to make your website beautiful, but more than likely they don’t know the intricate details of your company. They may not know the phone number by heart and if it has been posted on the website incorrectly, they probably won’t think to change it. This is where continuity comes in. They will be the critical eye that ensures all the website information is correct including spelling and grammar. They’ll check to make sure that links work to lead visitors to the intended webpage. Continuity will check that people’s names are spelled properly and that there’s consistency in size, color, and style of the font and overall theme. Finding out that you aren’t getting business because the “pay button” doesn’t work is not going to help you make sales, continuity will make sure that you do. 


All jokes aside, if someone is giving you money, you will want to make them happy. If you represent them in some manner or other, do so appropriately. In my podcast network, continuity will check that an ad read includes all the do’s and excludes all the don’ts that a sponsor has requested of us. If you are giving recognition to one of your donors or board members, continuity would be responsible for obtaining the proper spelling and placement of someone’s name. They are the ones you hire to try and find mistakes. 

Business Documents & Transactions 

Paperwork can be tedious but it can also be the most important part of the business you conduct. If someone sends you a contract to sign, it’s imperative that you know exactly what you are signing. Continuity can help look it over to see if you missed something. Are you finalizing budgets, sending an order, or sending an ad kit and rate card to a potential sponsor? Your team can check totals and determine if balances are off. 

Active Online Presence 

Whether you are posting on Social Media or responding to someone else’s post, it’s a good idea to maintain a certain level of professionalism. Aside from the PR aspect of posting on Twitter or Facebook, you still want someone to make sure you spelled things correctly and used proper grammar. If you don’t have a PR team, continuity can also act as a sounding board for controversial posts and responses. When your reputation is on the line, it’s always a good idea to have your metaphorical ‘i’s dotted and ‘t’s crossed. If you have a blog, it’s great to have an editor of sorts. Continuity can double-check that the links you embed work, as well as do a fact check on some of your claims. 

The best thing about a continuity team is the fact that it’s their job to have an absolutely critical eye. No matter what kind of business you have, you need a second pair of eyes to find potential mistakes or inaccuracies. Whether representing a company or maintaining a professional online presence, continuity is a great asset to ensuring your business runs smoothly. 

Photo by bruce mars on Unsplash.