9 Web Typography Best Practices That Can Help Streamline Your Website

When was the last time you thought about typography? Perhaps it’s been a long time, unless you’re a designer or the kind of person who notices when fonts clash like a bad fashion choice. But the way words look on your website should certainly concern you, especially if the website is integral to your business operations. More than just making words look pretty, typography is about making your website readable, engaging, and easy to navigate. After all, no one sticks around on a site that makes their eyes hurt.

Clearly, you want visitors to actually read what you have to say and not just bounce the moment they land on your page. To that end, here are some web typography best practices that a professional web development services provider will implement to make your site look polished and professional —without putting anyone to sleep.

Pick Fonts That Are Actually Readable

Sure, that fancy script font looks stunning, but if people have to squint to read your content, you’ve already lost them. Because of that, it’s a good idea to steer clear of serif fonts. Why? The golden rule in typography: stick to clean, legible fonts that don’t require a magnifying glass to be legible.

Sans-serif fonts like Arial, Helvetica, and Roboto are great choices because they’re crisp, modern, and easy on the eyes. These qualities make them a breeze to read, allowing users to quickly understand your message. That said, don’t be afraid to explore other fonts that match your brand’s personality—just make sure they’re clear enough that your readers don’t feel like they’re deciphering ancient scrolls.

Don't Go Overboard with Fonts

Using a different font for every heading, subheading, and paragraph might seem like a fun way to spice things up. In reality, however, it just makes your site look chaotic.

The best practice is to stick to two, maybe three complementary fonts—one for headings, one for body text, and an optional accent font if you must. Seriously, less is more when it comes to the variety of fonts used on your website. Also, keep font weights consistent to maintain a sleek and professional look.

Guide the Reader's Eyes by Creating a Clear Hierarchy

Keep in mind that your visitors don’t want to work hard to figure out where to look first. They want the process of exploring your website to be as intuitive as possible. Help them out by using a clear typographic hierarchy. That means:

Headings should be bold and bigger so they stand out.
Subheadings should be slightly smaller but still noticeable to guide readers through sections.
Body text should be clear and easy to follow because this is where the real value is.

When done right, hierarchy helps people scan your content quickly and find what they need without feeling even a tinge of confusion or frustration.

Give Your Text Some Breathing Room

Ever tried reading a website where the lines of text are crammed together like sardines? It’s exhausting. Proper line spacing or leading makes your text more digestible and stops readers from abandoning ship. Ideally, set your line height to 1.4 to 1.6 times the font size. This keeps things easy on the eyes and encourages people to actually keep reading.

Letter Spacing Matters More Than You Think

If your letters are too close together, your text starts looking like one giant, unreadable blob. Too far apart, and it starts feeling disjointed. When you’re deciding the details of your body text, make sure to keep letter spacing or tracking balanced. For headings, a slight tweak in spacing can make them pop just enough to grab attention.

No One Likes a Mess, so Be Sure to Align Your Text Properly

Left, centre, or right? Here’s the deal:

Left-aligned text is the best choice for readability because it follows natural reading patterns.
Centred text works for headlines, short phrases, or quotes. However, using this alignment too much can make text hard to read.
Right-aligned text is tricky. It’s best to use it only for design accents, never for long-form content.

Consistency is key to get it right, so set standards for yourself when deciding on text alignment. Don’t randomly switch alignments, as doing so will only confuse your readers and make your site feel disorganised.

Make Sure There's Enough Contrast Between Text and Background

You want your website to be easily accessible to all types of customers and clients. Poor contrast can keep you from achieving this goal. If visitors have to strain their eyes to read white text on a light grey background (or neon yellow on electric blue—please don’t), they’ll give up quickly.

Stick to high-contrast colour combos like dark text on a light background or vice versa. If you want to use subtle or creative colours, make sure they’re still readable—otherwise, all that effort in crafting great content will go to waste.

Ensure Your Typography Works on All Devices

People are browsing your site from all sorts of screens, like desktops, tablets, and smartphones. If your text is too tiny or doesn’t adjust properly, users will get frustrated fast and look for alternatives that are easier to look at. Instead of using fixed pixel sizes, opt for relative units like em or rem so the text scales appropriately across devices. This way, no matter what screen someone’s using, your content remains clear and accessible.

Use ALL CAPS Sparingly (Unless You Want to Yell at Your Readers)

All-caps text can be useful, and it’s great for short headings, call-to-action buttons, or branding elements. But for body text? Not so much. Reading long sentences in all caps feels like someone is shouting at you the entire time. So, keep it for emphasis only and stick to sentence case or title case for the rest.

Wrapping It Up

Good typography isn’t just about making your website look nice—it’s about making sure people can actually read and enjoy your content. A clean, well-structured font choice and layout can make all the difference in keeping visitors engaged and coming back for more.

So, take a step back and look at your website’s typography. Is it easy to read? Does it feel inviting? If not, now’s the time to make some adjustments. And if you need help fine-tuning things, a professional web designer like Author Digital can always help you strike the perfect balance between style and readability. Get in touch with our team so we can offer you bespoke options.

A note

Henry Blackwell

Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.

“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

The Business Impact of SEO: How Small Investments Can Lead to Big Returns

These days, digital marketing conversations are buzzing with talk of social media and paid ads. But there’s one underrated powerhouse strategy that often gets overlooked—SEO. Some businesses see it as an extra cost, something only the big players can afford. But here’s the truth: even small investments in SEO can pay off massively over time.

Unlike paid ads, SEO doesn’t need constant spending to keep delivering results. It also builds long-term digital equity, giving your brand visibility that lasts long after you’ve stopped spending . The better SEO services in New Zealand know how to seamlessly weave optimisations into your overall marketing strategy, making sure every pound you spend works harder for you.

Yet, for a multitude of reasons, businesses hesitate. “Is SEO really worth it?” “Doesn’t it take ages to see results?” While SEO does require patience, the long-term gains make it well worth the effort. Even small, consistent tweaks—like refining your website’s structure, publishing high-quality content, and optimising keywords—can significantly improve visibility and conversions.

Let’s dive into how even modest SEO investments can completely transform your business.

1. SEO Gives You Lasting Visibility and Credibility

The simple truth of it all is that social media posts come and go, while paid ads disappear the moment you stop spending. When you think about it in this light, SEO is an investment that keeps on giving.

When you optimise your site, you’re doing way more than just sliding in a couple of keywords. You’re crafting an experience that’s valuable to visitors. Search engines take notice when users engage with your content and when reputable sites link back to you. That’s how you climb the search engine results pages (SERPs) and attract organic traffic without spending a fortune on ads.

And here’s the best part. Overall, users trust organic search results more than paid ones. If your site ranks highly, you’re automatically seen as more credible. Over time, this trust leads to more clicks, higher conversions, and long-term customer loyalty.

2. SEO is a Cost-Effective Way to Attract Leads

A well-optimised website pulls in organic traffic without the need for constant ad spend. Once your site is fine-tuned, you’ll see a steady rise in visitors without paying for every single click.

Unlike pay-per-click (PPC) campaigns that stop working the moment you pull the plug, SEO-driven traffic sticks around. Even better, SEO helps you connect with high-intent users—people actively searching for what you offer. These leads are far more likely to convert compared to those coming from outbound tactics like cold calls or display ads.

And that’s just the start. If you invest in areas like link building and content marketing, your lead generation potential becomes virtually limitless.

3. A Well-Optimised Site Creates a Better User Experience

Think SEO is just about climbing the SERP rankings? Think again! Investing in SEO also improves your website’s user experience.

Search engines are products, which means they must offer a good experience to retain users. To secure their user bases, market leaders like Google and Bing must prioritise fast-loading, mobile-friendly, well-structured sites. When you optimise your website, you’re not just helping search engines, you’re also making your site more enjoyable for real people to use.

A smoother experience means lower bounce rates, better engagement, and happier visitors. And when people love being on your site, they’re more likely to stick around, buy from you, and recommend you to others.

4. SEO Supercharges Your Other Marketing Efforts

No other digital marketing approach complements other marketing efforts quite like SEO. Your social media campaigns, email marketing, and paid ads can all benefit from a strong SEO foundation.

For example, well-optimised blog content can be repurposed for newsletters, social media posts, and e-books. SEO insights can fine-tune your PPC campaigns, helping you target the right keywords and lower your ad costs. And a well-structured, user-friendly website that ranks on Google also supports better conversion rates across all marketing channels. In short, SEO makes every marketing dollar go further.

5. Even Small SEO Efforts Give You a Competitive Edge

Many businesses either don’t fully understand SEO or see it as too much effort. This gives you a golden opportunity to get ahead.

SEO isn’t a passing trend, as some people may assume. As long as people use search engines to find things they’re looking for, the underlying principles of SEO will remain essential. Even social media algorithms use search behaviour to tailor content to users. Investing in SEO ensures your business stays visible, no matter how digital trends evolve.

And the best part? SEO benefits compound over time. The more quality backlinks you earn, the more authority you build. The more useful content you create, the more people (and search engines) trust you. And unlike paid ads, the more effort you put in, the harder it is for competitors to catch up.

Build Authority, Visibility, and Trust for the Long Haul

The best thing about SEO is that you don’t need a massive budget to see good results. With small, consistent investments, you can grow your brand’s authority, improve conversions, and secure a lasting online presence.

We specialise in strategic SEO solutions tailored to your business goals. Our team is ready to draw from their diverse digital marketing experience and deep technical know-how to optimise your online assets in ways that directly meet your goals. Get in touch to learn how we can secure your brand’s lasting online presence.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

Understanding the Importance of Consistent Branding in Web Design

Do you ever feel like it’s getting harder and harder to do business these days? Modern markets are more competitive and crowded than they’ve ever been, and it feels like a miracle when a business manages to do more than just stay afloat.

If you’ve ever wondered how successful companies do it, most will say branding is one of the strongest tools in their arsenal. A consistent brand image does a lot to help customers remember you and encourage them to check out what you’ve got on offer. You build this image by bringing together all sorts of different elements—from your brand’s logos and colour schemes to the tone of its written content, just to name a few.

No matter what sort of business you run, you’ll find your website is going to be one of the most important spaces for maintaining consistent branding. It’s usually the first place where potential customers encounter your business, after all. And this means that every aspect of it needs to show your customers what makes you special. You want a site that your users love to visit and spend time on–one that they’ll recommend enthusiastically to people they know.

Whether you’re building your website in-house or have enlisted professional web design services in New Zealand to help you, you have everything to gain from learning more about why consistent branding matters so much in web design. Here’s what it can do for your website:

Build Brand Recognition

People will have an easier time recognising and remembering your brand if they always see it presented in the same way. Now, this doesn’t mean constantly beating them over the head with the same content and messages. It’s more about exposing them repeatedly to memorable design elements that they can associate with you—like specific colour schemes, logos, and typography. If these aspects are uniform across all your website’s pages, you’ll stand out from the crowd in an instant. One study by Forbes even says that using consistent branding elements can boost brand recognition for companies by as much as 80%!

Establishes Credibility and Trustworthiness

Think about it: would you want to interact at all with a website that had clashing colours, an unstructured layout, or multiple different logos? Seems fishy, doesn’t it? At best, it suggests inexperience; at worst, it signals trustworthiness.

In contrast, a polished, professional-looking website with strong branding is a major green flag for most internet users. It sends the message that they’re dealing with a legitimate business—one that pays close attention to details and cares about quality.

Enhances User Experience

Consistent branding in web design goes beyond visual elements and also includes aspects that affect user experience (UX), like your website’s layout and navigation systems. Users love it when elements like menus and buttons look and function consistently across different pages. They also like seeing content formatted in the same way across pages, too, as it makes for a fully seamless experience. When you apply these principles to your site design, you make it a breeze for your visitors to find whatever information they’re searching for. Don’t be surprised if many end up staying longer when they discover what a pleasure your site is to use.

Improves SEO and Digital Presence

The consistency of your branding also helps determine how well your site performs on search engine optimisation (SEO) rankings. Search engines are programmed to bump up websites that give users a positive experience, and they do this mainly by monitoring user behaviour. If a site’s users are exploring lots of different pages, interacting with their content a lot, and just generally spending a lot of time there, it’ll probably nab a spot high up in the search rankings. That makes an even stronger case for a visually coherent, user-friendly website, don’t you think?

Simplifies Future Design and Expansion

Your business will evolve over time—and your website should too. Occasionally, you’ll need to update or expand it. You might have to add some new product pages, say, or start a blog. The better-defined your brand identity is, the easier it will be for you to get these things done without disrupting the site’s overall look and feel. On top of that, you’ll sidestep the risk of introducing any clashing elements and implement needed changes smoothly, even as your business evolves.

Make Digital Marketing Easier and More Cost-Effective

It’s possible for your digital marketing efforts to extend beyond your website and include email marketing, online advertisements, and social media campaigns—just to name a few. These efforts need to align well with your website’s branding, however, if you want them to really soar. You don’t want your audience second-guessing your credibility because your social media pages or ads look so drastically different from your main site.

There’s plenty of practical value to be had as well from aligning your branding across all your digital marketing channels. Want to keep your branding consistent? Then you’ll probably end up having to make guidelines, templates, and even reusable assets that your team can adapt easily for different platforms. You won’t need to waste precious time and money on creating new materials from scratch every time you launch a new campaign.

It might seem like a lot of work to put together a cohesive, well-branded website, but we promise that any effort you put in now will pay off in spades in the long run. There’s also no need to do it all on your own, as Author Digital is right here to take care of the nuts and bolts of web design for you. We’d love to have a chat about how to make your website the perfect online face for your brand, so don’t hesitate to contact us.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

Why Every Business Needs a Multi-Channel Digital Marketing Strategy

Remember when advertising depended on traditional media like print ads and radio or TV commercials? Well, those days are long gone. Customers today interact with brands on more platforms than ever–and it’s up to businesses everywhere to meet these people where they are. Confine your brand to just one or two marketing avenues, and you’ll inevitably miss out on the golden opportunities waiting for you out there.

The solution? Multi-channel marketing.

As its name suggests, multi-channel marketing is a contemporary approach to marketing that involves promoting your brand on lots of different platforms. Ideally, you want to build your marketing strategy around a healthy mix of both online and offline channels—think social media, emails, events, and good old physical storefronts. This way, your brand is always on customers’ minds, wherever they go and whatever they do.

Still unsure why you should adopt a multi-channel digital marketing strategy? Let’s take a deeper dive into the many benefits this innovative approach can bring to just about any business.

You'll Reach More Customers

A few years back, it might have been enough for customers to just check out a few sources for information on a product, but that approach won’t fly with today’s consumers. In fact, many will now hop between different devices and platforms to learn more about your brand before they buy anything. Some will also like certain platforms and communication methods better than others. This means that the more channels you’re on, the more opportunities you have to connect with different audience segments.

Why does multi-channel work so well for broadening your business’s reach? It sets you up in places where your customers are already active and comfortable. They’ll get to encounter your brand organically, without making extra effort to search for it. Sure, not every customer will choose to buy something from you at the first point of contact—say, a Facebook or YouTube ad. But you can be confident that your chances of converting them will only improve as they see more of you elsewhere.

You'll Build Brand Loyalty

It’s rare for a customer to choose a random brand they heard of once in the wild over one that they’re familiar with. Engaging your customers consistently across multiple channels is a surefire way to earn their trust and secure their business. If they like you, chances are they’ll keep coming back and even recommend you to others in their network.

Keep in mind that multi-channel marketing isn’t just a great way for building a rapport with new customers—it’s ideal for retaining your existing customers as well. This is a group of people that actively wants opportunities to communicate and interact with you. Make it easy for them to do so, and you’ll be opening doors to long-term, fruitful customer relationships.

Your Business Will Be More Adaptive

The world of digital marketing keeps businesses constantly on their toes by design. Every day, you’ll see algorithms and consumer behaviours changing. Social media platforms that everyone used to love can decline without warning and new ones can spring up pretty much overnight to take their place. If your business fails to adapt to these changes, you’ll find yourself losing your competitive edge faster than you can blink.

Luckily for you, multi-channel marketing is super-adaptable, especially if you choose to work with an expert partner. Digital marketing agencies are forever studying industry trends and excel at pivoting agilely whenever the need arises. Whenever they spot a new opportunity you can take advantage of or a challenge you have to sidestep, they’ll have the know-how needed to work a change of strategy into your larger marketing plan.

You Can Customise Your Messaging

A good multi-channel marketing strategy will always do more than just bombard your audience with the same ads everywhere they look. Different platforms play host to different types of content, and the users themselves will also be looking for something unique from each one.

The best way to make these differences work to your advantage? Tailor your marketing materials according to what the platform does best. Your brand’s Instagram page is the best place for stunning product photos, for instance, but YouTube is probably a better home for in-depth video content like tutorials and demonstrations.

You'll Gain Valuable Customer Insights

The last thing you want to do is to approach marketing like you’re playing a guessing game. Multi-channel marketing gives you access to a treasure trove of data from every touchpoint, which you can then use to determine how well your campaigns are doing and what you need to improve upon. Think beyond basic indicators like website traffic and sales figures. Metrics like website traffic, social media interactions, email open rates, and event attendance all have something important to say about how your audience engages with your brand.

Wondering how to unlock the full power of multi-channel marketing? Author Digital is here to make sure your business doesn’t have to go it alone. We’re experienced at designing bespoke digital marketing strategies for businesses of any size, and we’ll gladly help your venture take the digital world by storm. Get in touch with us for a consultation today!

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

Understanding Customer Behaviour Through Marketing Data Analytics

What does it really mean to know your customers? If your business is the only game in town, intuition might be enough. You see your customers every day, chat with them, and understand what they need. They might have complaints or misgivings, but they may not be able to leave you.

But in today’s choice-filled consumer markets, businesses don’t have that luxury, especially if they have their hands full managing their own growth. So how do you keep pace with your customers as your business grows? The answer may lie in marketing data analytics.
Importantly, data analytics doesn’t just tell you what’s happening right now. It also helps you predict what your customers will want next. That’s why major corporations rely on it to make billion-dollar decisions.

But here’s the great news: you don’t need a massive budget to make marketing data work for you. With the right approach, businesses of all sizes can use analytics to create seamless, personalised experiences that keep customers coming back.

The Challenges of Understanding Customer Behaviour Through Data

Most business owners know data analytics is valuable, but getting started can feel overwhelming. Where do you collect data? How do you organise it? What do you even do with all that information?

First, you need to gather data from multiple sources. This can include your website, social media, email campaigns, and direct customer interactions. But the tricky part is that it all has to be accurate, useful, and collected in line with data privacy laws.

The next challenge is making sense of it all. Sorting through mountains of data, filtering out irrelevant information, and figuring out what actually matters can be a time-consuming nightmare.

This is where digital marketing services NZ businesses trust make a difference. The best agencies don’t just throw buzzwords and automation tools at your problem. They will sit down with you to figure out how best to transition your business into today’s data-driven paradigm. They’ll help you sift through data noise to extract meaningful insights and craft information-driven campaigns. In other words, they can help you skip the frustrating trial-and-error phase and fast-track your way to better results.

Key Metrics to Analyse Customer Behaviour

Once you’ve got your analytics set up, it’s time to track the numbers that matter. Not all data is equally useful, so focusing on the right metrics will give you a clear picture of what’s working and what’s not.

1. Conversion Rate

Your conversion rate tells you how many people visiting a given webpage take an action that moves them down the sales funnel. Conversions can mean purchases, but they can also be sign-ups for a newsletter, filled-out contact forms. Tracking this across different channels helps you see which marketing efforts are bringing in real results and which ones are a drain on your resources.

2. Engagement Metrics

Sales are the ultimate goal, but engagement can be just as crucial. Engaged customers are more likely to remember your brand and come back later to be converted. Pay attention to click-through rates, time spent on your site or in your physical store, and social media interactions to gauge how well your content is resonating with your audience.

3. Customer Acquisition Cost (CAC)

This reveals how much you are spending to get a new customer. A high CAC might mean your marketing isn’t as efficient as it could be. Lower CACs are generally better since they imply you’re bringing in customers without spending a fortune.

4. Churn Rate

Getting customers is one thing but keeping them is another. If people are buying once and never returning, your churn rate will be high, pointing toward a potential problem. A high churn rate could mean there’s something about your product, service, or experience that needs improvement. Low churn and continued engagement, on the other hand, means happy customers who are likely to stick around for the long haul.

5. Customer Satisfaction (CSAT) & Net Promoter Score (NPS)

Numbers are great, but sometimes you need to hear from customers directly. CSAT and NPS surveys let you measure how happy people are with your business and how likely they are to recommend you to others. Good scores in these surveys mean you’re probably on the right track.

Drive Your Business Forward With Better Marketing Data Analytics

Intuition alone isn’t enough anymore. It’s subjective, prone to bias, and virtually impossible to scale in today’s limitless markets. At the same time, data analytics won’t replace intuition entirely—after all, markets are deeply human systems driven by emotions as much as they are by logic. For all the technology used to streamline marketing, human insight still remains invaluable.

In today’s market environments, combining intuition, data-driven insights, and real-world experience is the key to staying ahead. That’s where we come in.

Our team of strategists, analysts, and marketers offers years of collective digital marketing experience, formidable technical expertise, as well as a nuanced understanding of NZ’s diverse markets—just what you need to turn data into measurable growth. Get in touch to discuss your business’s information-driven future.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director