Increase conversion of existing copy

Business Benefits

Improve sales and performance of your current copy with adjustments to the typography.


Start the copy with a drop-cap and set a small margin between the text body to maintain connection.

Include a drop cap the size of two or three text lines by setting the CSS property span { float: left; line-height: 85%; width: 0.7em; font-size: 400%; } or using the initial-letter: 3; property.

Use a single font for the body copy and choose a style suitable for the message tone.

For example, sans-serif fonts appear modern, while serif fonts appear bookish and also might not display well when small.

Use up to three other styles, sizes, or fonts, for headlines, subheads, and pull-quotes.

Users filter out ornamental copy, but larger text and a more stylistic font can be useful to highlight headlines. Underline hypertext and hyperlinks to indicate they are clickable.

Use up to three colors from your in-house style guide for headings, pull quotes, or longer lines of text.

  • Use blue for hyperlinks.
  • Use dark text on a light background.

Test various font options on different user devices like smartphones, tablets, high-resolution and low-resolution desktops, and print to determine which displays the best.

Set your primary document font size to between 130 and 150%.

This allows you to rely on the user’s browser to compute the appropriate size based on screen resolution and dimensions.

Use a consistent left margin to guide the reader’s eye, and steer clear from unusual formatting such as centered or right-justified body text.

Place captions under images or graphics to separate text and images.

Text over images or patterns tends to be ignored by the brain.