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Every eCommerce company on the planet knows that website design and content matter. This is old news that’s appeared in nearly every piece of business advice for the past five years or more. But, while you’re distracted taking care of text alignments and describing your products in fewer words, one key aspect of design may still be falling by your wayside.
As you might be able to guess from the title we are, of course, talking about website fonts. While an outsourced design company will call you out here in seconds, your in-house efforts may be fully convinced that Comic Sans or some other outlandish ‘trendy’ font is the best thing for appealing to your millennial audience.
But guess what? Times New Roman and its straight-laced counterparts are and always have been go-to fonts for professional purposes, and implementing them on your website could be the missing key for appealing to the broadest audiences.
If you aren’t convinced, keep reading to find out why your funky fonts might not be pulling conversions the way you expect.
Customers are struggling to understand your products
Some fonts are just outright impossible to understand. That bubbly typeface may look the part, but remember that design is predominantly about conveying information. If people are clicking off your site in seconds or failing to convert despite initial interest, there’s a significant risk that they don’t understand your font, and thus your products. By instead turning to a more traditional font option, you can guarantee that everyone who comes to your site can read the product descriptions you took so long perfecting.
You’re falling foul of compliance
Surprising as it may seem, difficult to read fonts could also leave your site short of compliance. That’s because ADA site compliance dictates that every website is accessible, even to individuals with sight issues. Ultimately, alt-text and even audio descriptions are key here, but font plays a part. If you don’t use readable fonts that everyone can grasp, you aren’t an inclusive provider. As well as limiting your audience, this could see you facing legal action if a court deems it as discrimination.
You’re struggling to maintain professionalism
There are a whole host of reasons why companies struggle to reach the levels of professionalism they’re aiming towards, but believe us when we say that a ‘fun’ website font can most definitely be one of them. After all, how can customers take you seriously when you’re using comic typefaces or bubbly text choices? As much as you think it looks ‘cool,’ there’s more chance that these additions make your site look like a five-year-old designed it. By comparison, straightforward fonts like Times New Roman are crisp, clean-cut, and, ultimately, professional at all times.
Turning to more traditional fonts can sometimes feel like stepping away from your funky brand image, but trust us when we say that this is always a step in the right direction. It should undoubtedly see business soaring in a way that it merely hasn’t until now.