First Impressions Start with Type
When visitors land on your website, they’re not just reading—they’re feeling. Typography plays a huge role in the emotional impact and usability of your site and ultimately, whether someone stays, clicks or buys.
Users are more design-aware than ever. Bad typography makes you look outdated. Good typography builds trust instantly.
It’s not just about choosing a trendy font. It’s about clear communication, readability, visual hierarchy, and user experience. If any of these are off, it can kill conversions—even if the rest of your site is technically sound.
What Is Typography?
Typography is the art and science of arranging text. It includes:
- Font selection (serif, sans-serif, modern, playful, elegant, etc.)
- Size and weight (headers vs. body text)
- Line height (line spacing)
- Letter spacing (kerning and tracking)
- Hierarchy and contrast (what grabs attention, what flows naturally)
- Responsiveness (how type scales and adjusts across devices)
Great typography is invisible when it’s done well—but disastrous when it’s not.
The Science Behind Typography and Conversions
1. Readability = Retention = Revenue
If users can’t quickly and comfortably read your content, they leave.
- Walls of text, tiny fonts, or low contrast = high bounce rate
- Short line lengths (45–75 characters), generous spacing, and clear fonts = higher engagement
2. Typography Shapes Perception
The typeface you choose speaks volumes about your brand before the words do.
Typeface Style and the Perception It Creates
Serif (e.g. Georgia, Merriweather)
Traditional, trustworthy, professional
Sans-serif (e.g. Open Sans, Inter)
Modern, clean, minimal
Script (e.g. Dancing Script)
Elegant, personal, creative
Display/Decorative (e.g. Bebas Neue)
Bold, loud, often best for headlines only
A law firm using Comic Sans? Immediate trust breakdown. A boutique brand using a clean, elegant serif? Instant credibility.
3. Hierarchy Directs Action
Typography should guide the user where to look and what to do next.
- Headings break up content and signal importance
- Subheadings help with scanning and structure
- Bold text highlights key messages or benefits
- Buttons must be bold, legible, and obvious
If everything looks the same, nothing stands out. Hierarchy creates clarity, and clarity converts.
Mobile Typography in 2025
Mobile devices make typographic choices even more critical:
- Small screens = less room for error
- Font sizes need to scale well (minimum 16px body size recommended)
- Avoid thin fonts—they disappear on small screens or under low brightness
- Line spacing and paragraph spacing need extra breathing room on mobile
Use rem or em units for scalable typography across devices, not fixed px.
Typography Best Practices for Business Websites
1. Choose 1–2 Typefaces Max
Too many fonts = cluttered, chaotic design. One for headings and one for body text is ideal.
2. Use a Clear Visual Hierarchy
- H1 for main title
- H2 for section headings
- H3 for sub-points
- Consistent size, weight, and spacing
3. Focus on Readability First
- Body text: 16–18px minimum
- Line height: ~1.5 for comfortable reading
- Paragraph spacing: consistent and not too cramped
4. Maintain Colour Contrast
Ensure WCAG-compliant contrast between text and background for accessibility and readability.
5. Use Real Font Files, Not Images of Text
Text-as-images hurt SEO, load times, and accessibility.
Typography Mistakes That Kill Conversions
Avoid these common traps:
- ❌ Font size too small or too large
- ❌ Using decorative fonts for body text
- ❌ Poor spacing between lines or letters
- ❌ Inconsistent heading styles across pages
- ❌ Grey text on white backgrounds (low contrast)
- ❌ Mixing too many font styles without purpose
