As marketing consultants, we often see Australian SMEs overlooking a surprisingly powerful element of website design: typography. It’s easy to get caught up in colours, images and calls to action, but the fonts you choose – and how you use them – directly influence whether visitors convert into customers. It’s not just about aesthetics; it’s about readability, user experience, and ultimately, your bottom line.
Many businesses underestimate the impact. People skim read online content, and poor typography makes that skimming even *faster*… away from your sales message. Here’s what we’ve observed consistently with our clients:
- Readability is paramount: Complex or overly stylistic fonts might look good to you, but if they’re hard to read, people will leave. Stick to clear, legible fonts, especially for body text. Think about fonts commonly used in newspapers and books – they’re designed for extended reading.
- Font size matters: Too small, and people strain to read. Too large, and it feels overwhelming. We recommend a base font size of 16px for body text, and ensuring sufficient contrast between the text and background colour.
- Hierarchy guides the eye: Use different font sizes and weights to create a visual hierarchy. Headings should be larger and bolder than body text, drawing the eye to important information. This helps visitors quickly understand the key message on each page.
- Font choice reflects your brand: Your typography should align with your brand personality. A playful font might suit a children’s brand, while a more serious, classic font is better for a financial services company. Consistency across your website builds trust and recognition.
We’ve seen A/B testing of font choices lead to conversion rate increases of up to 15% for some clients. While results vary depending on the business and audience, the principle remains the same: thoughtful typography improves user experience and encourages action. Don’t assume your current fonts are optimal.
The good news is, making improvements doesn’t require a complete website overhaul. Start by reviewing your key landing pages and assessing readability. Consider running simple A/B tests with different font pairings to see what resonates best with your audience. If you’re unsure where to start, a professional website audit focusing on user experience can provide valuable insights and recommendations.
