You’ve probably spent months or even years planning out the perfect design for your website, you’ve planned your pages, generated interesting and unique content and took the perfect pictures to accompany your text, however there might be something missing.
I’m talking about your typography of course. Whilst often an underestimated part of your website design, your typography can have a much larger effect on your conversions then you would expect.
What is typography?
Typography refers to the way that text is arranged on a web page or document and although it sounds like a basic concept can actually be one of the most creative and innovative parts of designing your website.
Your typography can be a great way of enhancing your brand, creating personality, reinforcing a thought and ultimately drawing attention to your content.
Why is typography important?
Your typography can be quite an influential factor in your website and if done correctly can have a hugely positive effect on your business. As mentioned before, your typography is one of the most effective ways you can draw visitors to your website content, so you can’t afford to mess it up.
Bad type choices are going to drive your visitors and potential customers to act in one of two ways. If your font is confusing and hard to read, your customers are either going to leave your website, affecting your bounce rate or they’re going to struggle through reading your content and ultimately remember the struggle they had to read it, rather than the message you’re trying to convey.
You want your typography to not only fit in with your branding but you want it to trigger some form of emotion or idea about who the website content is for and what you might have to offer your visitors.
Ultimately your typography helps guide your reader along, directs them to where they should read and where they can find important information. Not only is it something that makes your website look good, it’s also something that can decrease your bounce, increase your revenue and conclusively generate those ever important conversions.