No modern business can truly succeed without a website that converts users into buyers. Having a good and accessible website that provides constant audience growth and clientele flow is key to any successful business. Does your company already have a website? If not, it’s high time that you get one. But if it does, think about its efficiency. Does your current website provide you with the impact you hoped it would? Has it already covered your costs on publishing it? In case the answers to the latter two questions are negative, you should seriously start considering how you could change that.
First of all, forget about trying to build a site on your own unless you want to ruin your brand’s reputation. What you have to do is find a reliable web design team that has all the necessary tools and skills for website creation. Luckily, the modern market has the best companies for web design that work with customers from all the imaginable industries and niches. Moreover, you will have no trouble finding a company that would be able to provide you with web design solutions within your budget, no matter how big or small it might be.
But let’s say you already have a website. It’s not enough to just get users to visit your site. You have to manage to keep them on your webpage long enough so that they can start relating to your content and, thus, support your business. If you succeed in grabbing their attention, you will be able to convince them to do what you want them to.
That said, many factors affect a site’s user experience, including loading speed, color palette, graphics, and layout, among other things. However, if your website isn’t merely a work of visual art and has text content in it, you must also take its typography into account. A proper approach to your site’s typography will bring about higher conversions. But if you neglect this aspect, your website is doomed to fail. No one wants that – neither you nor your audience – so let’s take a look at some of the essential typography tips for better website conversions.
The Type Must Assist the Site’s Use
Font selection is typically one of the first steps in the web design process (along with layout, overall visual concept, and color pattern). Even though you’re likely not going to be the one searching for suitable options, you must understand what’s happening on your site. For example, you should know that font and typeface aren’t the same things, even though they are frequently used interchangeably. A typeface is a particular design (for example, Helvetica), whereas a font is the typeface format (for example, Helvetica Italic, 11 pt.). In other words, the typeface is like a species, and fonts are more like representatives of the species.
The range of font options and contexts for their use are seemingly limitless. But they can normally be narrowed down to two basic categories: immediate types and lifelong types.
This refers to a font that takes a moment to read. For interface and navigation text, it’s best to choose a font that is not excessively ornamented, and that is readable at small sizes. Sans serif is a good example.
As for headlines, it’s best to use decorative typefaces that instantly set the right mood for drawing readers in. It’s essential, however, not to overuse such a typeface because they quickly overload the text. Little portions in the right places will make your site go the distance.
These types are the ones that readers are going to spend more time reading, such as an article, a blog post, or even a novel. They have to be smooth and eliminate any traction between the text and the reader. Such types must help users forget that they are reading something on a screen so they can seamlessly dive into your content.
To figure out how readable a typeface is, it’s important to consider the following features:
- Adequate x-height – The x-height, also referred to as the height of the lowercase x, considers the typeface’s dimensions. It’s best to choose a typeface to boost your text’s readability, whose x-height is about half the height of its uppercase letters.
- Low or medium contrast – Just a bit of contrast is fine, but too much can negatively affect the text’s readability. A high-contrast serif, such as Bodoni might be fine for headlines but is otherwise too hard to read in larger text blocks.
- Definite and discernible letterforms. Certain typefaces, sans serifs, in particular, aren’t very distinctive among letterforms with similar structures. For example, lowercase l, the number 1, and uppercase I. Even though running text offers contingent clues for these replicas, shorter text snippets could be rather confusing. Remember that each moment the user spends trying to figure the text out is a moment wasted.
It is essential to choose typefaces and fonts that complement your message and appeal to the user. That is one of the cornerstones of great user experience. When discussing your website with your web design agency, make sure they understand how to deal with typography based on the tips described above.