Conversion is the most delicately important thing to any internet marketer. As a matter of fact, it is what determines how successful you are as an internet marketer. Sometimes, however, in spite of a good exemplification of content, some internet marketers do not see the kind of conversions they hoped for. This would, many times, be a result of underestimating the power of typography. Poor typography would usually lead to your visitors simply walking away or staying and struggling through the post. Either way, this would have adverse effects on your conversion rates. Typography is the textual representation of your content, the ordering of type. It is what you can use to add style to your content. Visitors to your page would usually notice the typography before anything else and a lot of times, typography is what decides whether a visitor would stay or leave, it is what the visitors themselves use to determine the likelihood of finding what they want on your page. Typography is usually what helps a reader to understand the information on your page. So if you are going to get great conversion rates, you can’t afford to toy with typography. The primary elements of typography are as follows:
- Typeface: This refers to the specific design which a group of characters shares. Times and Arial, for example, are typefaces.
- Fonts: This is the size, width, and weight that a specific typeface has. While Times, for example, is a typeface 22pt Times New Roman is a font.
- Line Length: It is the distance text occupies in a single line, in-between the right and left margins
Kerning: This is the space that exists between letters. The amount of space is usually determined by the font.
- Leading: This refers to the space that exists between lines of text. That is the space between the lines upon which characters rest.
It is absolutely essential to be familiar with what makes for good typography and use them in the right way to give your content a presentation that adequately conveys the message on our page. A careless textual presentation would inevitably reduce your conversion rates because it would leave your readers wondering more about the typography than paying attention to your content. It would be inappropriate, for instance, to use the Comic Sans typeface to write a formal message. Writing in extremely small fonts can also make your content unreadable or at the very least, difficult and even boring and would drive readers away. Presenting special information with bullets or using colours to highlight in order to cause prominence can be great. It is, however, necessary to pay attention to where these, especially colours, are used so that they convey the message appropriately.
General, typography has very high effects on the overall readability and understanding of your content so it is crucial that you pay keen attention.