7 Key Website Metrics to Watch

If you’re launching a search engine optimization campaign

Another essential element is the typography.

How to ensure visual brand consistency with your type style
Giving everyone on your team access to your branding guide is a good way to ensure consistency with all your font choices. Here are some pointers for working with type:

#1: Keep type simple.
It’s easy to get caught up in sprucing up your text styles, but you don’t want to distract your audience with fancy fonts and colors.

You want your content to guide users to a call-to-action. Avoid using too many fonts or typefaces.

#2: Lead with your headers.
A general rule of thumb is to use four to six header types within your brand. You can always add more if needed.

Displaying a higher visual contrast between each header style is the goal. This can be accomplished through the font size, color, weight, or styling (italics or underlines (use appropriately)).

A common header problem is excessive words. This issue is larger when the headers are capitalized, making reading more difficult.

One route to explore is seeing how your main headers (header 1 through 3) look when forced onto two or three lines. If a header takes up more than three lines, consider cutting down the content.

Certain text box widths play a key role in legibility as well. This pertains more to smaller header styles and body copy, but it should be accounted for to make content, again, easier to read.

There is a golden ratio between font sizes and line heights/widths as discussed in Secret Symphony: Intro to Golden Ratio Typography.

#3: Follow the headers with body copy styling.

There should be a few styles in your body copy but a single style for general content. There are certain cases where you’d like something to stand out but overdoing it conveys the opposite of what you initially wanted, so highlight sparingly.

Much like headers, you want to be aware of line heights and text box widths for legibility purposes, too. If your web page is content-heavy, bump the font size up a bit.

You want to avoid straining viewers’ eyes with all that concentration they’d have to do, as explained