Today, no business can become truly successful without a website that is able to deliver high conversion rates, and having a solid company website is a source of continuous audience growth and an influx of customers. Do you already have a website for your company? If not, then it is high time you change that. But if you already have one, consider its effectiveness for your business. Do you get the desired results from it? Did you already get enough return on your investment from it? If not, you should take a deeper look at your website’s design, especially the typography.
First things first, if you don’t yet have a site, don’t even think about making one by yourself, unless you are a professional web designer. If you’re not one, then you have all the chances to ruin your company’s reputation by launching a poorly designed site and a slim chance of producing a site that’s even moderately effective. The best way to solve this issue is by hiring a reputable user experience design agency like Clay in San Francisco. These companies have access to all the vital design and development tools, advanced technical skills, and rich experience in pretty much all market niches available today.
But what if your company already has a site? In order for it to be considered effective, it’s not enough for users to simply visit it for a few moments. It’s essential to try and keep them on the website long enough to the point of them starting to relate to its content. This will lead them to become interested in your brand and its offers. By succeeding in drawing user attention, you will get enough credit to be able to lead them down the sales funnel.
Considering all of the above, there are a number of factors that affect a website’s user experience. This includes color pattern, graphics, page layout, and loading speed, just to name a few. Nevertheless, in case your site isn’t just made for the sake of good looks but also uses text to communicate your message, there is no way around proper typography. By properly approaching your website’s typography, you will be able to secure higher conversion rates. However, neglecting it will result in a total disaster for your site. In order to avoid the latter outcome, let’s take a closer look at some of the vital web design typography tips that will positively affect your site’s conversion rates.
Select the Type Suitable for the Message
Always keep in mind that typography can channel a certain personality. The point is to take advantage of that personality for your brand, so it’s essential to choose a font that best suits, and even boosts, your particular message.
It’s always good to think of and come up with some word correlations that will reflect your message. Should the message be conventional, trendy, or modern? Should it be accessible or luxurious? Should you make it professional or playful? Should it be elegant or rugged?
When you’re done with that, consider doing the following: use the words you selected and insert them into the “tags” field in the advanced search bar on one of the font sites. Explore the results and you will most probably find the options that will best suit you.
Combine Fonts that Get Along Together Well
A clutter of typefaces is usually a big no-no for good web design. Stick with the unwritten rule to only use two typefaces at the same time. For the perfect combination, it’s best to choose typefaces with complementary structures that aren’t similar to the point of looking indistinguishable.
You may also consider simply selecting different styles and weights within one typeface or to select a “superfamily” that includes both a serif and sans serif. For example, Google Fonts’ Roboto, a sans serif, and Roboto Slab, a slab serif.
The Type Should Be Readable
If something is understandable, it doesn’t mean it’s readable. Understandability means that the text can be interpreted, but that’s just like saying that tree bark is edible, so you should aim higher. Let’s take a look at several simple ways to ensure that your website’s content is readable.
Text Should Be Bigger
Bigger is better, at least according to a 2016 study that used eye-tracking and measured understanding among users who read Wikipedia articles of varying text sizes and other features. The study’s results showed that the 18-point text was the most readable and understandable, while 1.0 to 1.4 line spacing was the best choice.
Lines Should be Shorter
Lines of text shouldn’t go across an entire page, as it’s hard for the eye to follow to the next line. Taking advantage of white space and keeping the line length to no longer than 65 characters is the best way to go.
No “All-Caps” Text
As any web user will be happy to tell you, the all-caps text is the same as shouting at someone. Hence, it comes off as rude. Nevertheless, even with polite words, all-caps text can really be off-putting since it’s hard to read. When people read, they naturally use the word outline shapes to speed up their reading and understanding. All-caps words are basically uniform rectangles, which results in needing more time to digest them.
It is crucial to select fonts and typefaces that consummate your brand message and are appealing to users. If you want to provide your visitors with a great user experience, you must focus on your site’s typography and take into account your niche, target audience, its preferences, needs, etc. When talking to your web design agency and discussing your website’s design, make sure that your contractor understands how to work with types and fonts. Use the things described above as a basis for your criteria.