Optimizing Typography to Increase Conversion Rate

A website marks the foothold of a business in the vast internet space. It acts as the doorway for potential customers to engage, interact, and purchase their favorite brands’ products and services. And without a doubt, these websites play a significant role in the landscape of modern business.

With that said, web design and development is becoming increasingly important. As website visitors can go over hundreds of landing pages in a day, and skim over so many without even batting an eye. And among the millions of websites, only the most eye-catching get the attention of visitors and turn them into potential customers.

However, there is one aspect of web design that many businesses tend to gloss over without recognizing the impact it has on their business. The majority of companies fail to see the level of personal touch and uniqueness it can bring.

And that is none other than the art of typography.

The Power of Typography

In a speech, the way you talk or say words can make or break the content you are trying to impart. Your approach will define whether the audience will understand or look baffled in the process.

This concept of “how” works the same way with type, and typography represents how your website visitors will understand your brand and consume your content. If your chosen type looks welcoming and friendly, you can expect the same response from your target audience. If it seems childish, then they’ll most likely brush your brand off as a joke.

Take, for example, a local computer repair company. They’ve decided to set up a website so the townspeople can reach them with more ease. However, they’re boss, Bob, decided to go with this typeface for their brand:

BoB’s ComPuTeR sERviCe aND RePAiR

In this scenario, the locals will mistake Bob’s shop for a Halloween prop and costume place. It might even make potential clients question the credibility of their business. All just because of one funky typeface.

For that reason alone, we must understand the power of typography and how best to use it.

  • Professionalism: Your choice of type, font, size, and spacing are aspects of typography that decide how the target audience sees you. As a business, you want to do your best to come off as professional and aligned with your manner of business. Injecting a bit of creativity and funkiness is welcome, but keep it at an appropriate level.
  • Persuasion: Your website has two goals; to present your business with all relevant information and convert visitors into your customers. Use typography as a means to be persuasive, informative, and authoritative. You have the freedom to blend your tone accordingly.

Female working on laptop

Choosing the Perfect Typeface

When selecting a typeface best suited for your business, one must look into their industry. Companies geared towards art and design can get away with a script typeface, as its elegant looks reflect the fluid strokes of handwriting. On the other hand, more formal business operations might opt to go for serif typefaces, as they come off as relevant and powerful.

However, this isn’t to say that there are specific typefaces for every business. Even designer clothing brands can get away with a more serious tone because that’s what they’re trying to achieve.

You must choose a typeface that best resonates with your business goals and objectives, a font that reflects your business’s persona.

Evoke Emotion

While many websites and their landing pages boast relevant information, their manner of typography makes their content feel bland. And if it were a dish, website visitors will feel bored and won’t even bother to finish.

Typography is an art, and as an art, you must use it to express and evoke emotion. Don’t stick to just one font type, style, and design. You must let your creativity work in your favor.

Try blending certain typefaces for headings, utilizing italics and bold for emphasis, and make website visitors feel the need to try out your services or give your products a chance.

Make It Pop

Last but not least, you want your website to stand out. And to do that, you must make your typography pop and keep the attention of website visitors. Avoid utilizing overused fonts and sprinkle in your spice to leave a lasting impression.

It will set your company’s website apart from all your rivals, making it stick out and enticing the potential customers to come back a second time.

Match Your Audience

Overall, your typography and design must match your target audience. Website visitors should feel at home and in the right place. Your typography must speak to your audience on a personal level, to give them an experience that no other website could offer but you.