As a business looking to enhance your online presence, it may be tempting to try and make the flashiest and most exciting web page on the planet.
However, when it comes to web conversion, making things flashy isn’t the best way to convince readers to buy from you. In fact, small changes encourage web readers to become customers.
Updating your typography is one of the best changes you can make on your website. Typography is the art of your text. It’s simply the arrangement and style of your type.
It includes things such as your typeface, font, line length, and hierarchy. While this may seem small, typography is crucial to your site’s readability and appeal.
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Why Does This Matter?
Maybe you have a fantastic article that lays out all the reasons that buying your product is important. However, if you have horrible typography on your website, it’s going to be difficult to read. If it’s difficult to read, people will do one of two things: they might leave your page altogether or they will stay and struggle to read it. Often, these people won’t reach the end of your article because they’re exhausted from trying to read it.
A page with well-formatted typography puts the focus on the content and not on the effort needed to read it. Your typography also helps by creating a visual hierarchy and making the more important elements stand out. You can create this through size, color, or style.
Bulleted lists or highlighting are great way to show this.
- Typeface: Typeface is a group of characters, letters, and numbers that share the same design. This sounds like font, but it’s not the same thing.
- Font: Specific style of typeface that has a set width, size, and weight. For example, Times New Roman is a typeface. Times New Roman 12-point bold is a font.
- Line length: This refers to margins and how long your line of text is.
- Leading: Space between baselines, which is expressed in points.
- Kerning: White space between individual characters or letters. Many fonts already come with a set (and appealing) kerning.
- Artistry: Color selection of font and backgrounds are important. Focus on readability when choosing a color scheme.
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How Can You Pick the Right Typeface?
- Readability trumps expressiveness. You may be tempted by all the different pretty typeface and font structures. However, these pretty fonts may not be the best for readability.
- Let it complement your copy. People should remember your information and message, not just your typeface.
- Don’t go overboard with variety. While variety can be a good thing, it can easily become overpowering. Typically, two or three font styles should be your limit on a given page.
- Know your audience. Your audience should be your key inspiration for your typography.
- Don’t make your line lengths too short. Sometimes it’s tantalizing to have a web copy with very short lines to add lots of pictures. However, trying to read around visuals causes readers to shift their eyes frequently, making it harder to read.
- Optimize your letter spacing. Don’t let your letters look cramped and crowded; you’ll frustrate and confuse readers.
- Scan through the document yourself. After you think you’ve found your typeface and feel your copy is presentable, read it from the customer’s vantage point. This can help you pick up on small errors and readability mistakes.
- Show a clear hierarchy. You have control over what you want your readers to see first. This includes using size and color to differentiate important materials.
- Micro and macro type. This can be a fantastic way to draw reader’s attention to that information, but using it too often can confuse your audience.
- Type colors. You need enough contrast to provide clear readability.
- Dump text centering. While it seems tempting, centered text creates jagged edges on your lines and makes it harder to read.
Other Elements to a Truly Readable Website
In addition to type, the actual size and placement of elements on your website can either enhance or detract from a user-friendly experience. First, having the right-sized headers can make a huge difference. A header that’s too small can confuse readers, for example, as they would just see it as another line of text. Going too big can also throw a reader off, making them lose their place.
Lastly, consider if your website is searchable. While much of your salient information is part of your homepage, readers need to be able to easily search your website for other information. Search bars at the top of your homepage make it user-friendly.
These elements provide higher conversion because you’ve provided relevant information. Not only is your information relevant, but your readers easily read and processed it and made an informed decision. You’ve presented yourself as an expert not only in your information but in your presentation.