Here is a great new documentary about typography and fonts that will make you fall in love with type. The 7-minute intro to type that’s already garnered over 100,000 views, confirming people’s interest in Typography.
Why is copywriting such a fundamental talking point in internet marketing? One of the main reasons we often find ourselves on the internet is to get information, whether it be something as small as seeing what our friends are up to on Facebook, to find out what the latest news is, or to learn about a product or service we’re interested in. In all those instances, what we’re essentially looking for is something to read, whether it be as short as a status update or tweet, or something more substantial such as a news article, editorial, or product description – and in the case of the latter, professionally written copywriting is essential.
The benefits of good copy go beyond just informing people of what product or service you offer, however: from a purely visual point of view, seeing a decent amount of text on your webpage will immediately serve as a reassurance to visitors that you have a passion about a given subject and have actively taken the time to share that – and this is even before they have begun to read it.
Imagine two businesses selling the same product – a book, for example. The product may be the same on both company’s websites, but the way in which they go about selling it may differ greatly; while one may just show the book cover and the price they’re selling it for, the other may list important information about the book – a synopsis, a short biography of the author, and some quotes from reviews. By doing this, the second website has transformed their product page from merely being somewhere to buy the book to somewhere you can go to actually learn more about it. And chances are, unless the first website is selling the product for significantly less the buyer will purchase the book from the site that gives them more information.
That’s not all, though: if you’re only using stock copy on your website you might fall foul of what’s called ‘scraped content.’ This is the term given to copy that’s cut and pasted from one website – say, Amazon for example – and used on another. Chances are the original copy will have been ‘scraped’ by Google and dated meaning that it’s obvious where it originally came from. While it’s understandable that something like a synopsis supplied by a publisher may be used by any number of different websites who are selling a certain book, where possible it’s best to ensure your copy is fresh and original to help draw visitors to your site.
But while it’s important to feature helpful information on your website, it’s also worth remembering that too much text can overwhelm visitors to your site – and it’s here that a professional copywriter can help you determine exactly the right balance.
Want to find out more about Pixelloop’s professional copywriting services?
Whatever the text on your website or promotional materials might say, if you don’t use the right typeface there’s a good chance people won’t even bother to read it. Typefaces – or fonts as they’re also known – are one of the most vitally important aspects of any website or printed material’s visual appeal, and also an important aspect of copywriting. There are literally thousands of different typefaces to choose from, such as serif (with curly bits at their ends) or sans serif (without curly bits), classical fonts that resemble handwriting, to big bold fonts that shout out to the reader. Each type face has its own unique character and style that can help reflect your brand’s identity and purpose.
Whether you know their names or not, you’re probably already familiar with some typefaces, such as Helvetica or Times New Roman. They’re the ones you probably use when you’re typing a document in word processing programs such as Microsoft Word or Apple’s Pages. There’s a reason we use these fonts when we’re writing – basically because they are inoffensive to look at and easy on the eye when you’re reading several pages at one time. But when you’re looking for a typeface to use as a headline or a subhead you usually want something with a little more impact – such as Impact, for example!
Different typefaces can bring your website to life in all manner of ways depending on its purpose. If you’re selling cars you’ll no doubt want something that leaps out and grabs the reader’s attention from the moment the page loads; if you’re a wedding photographer you’ll want a more classical, refined and elegant font.
For general online use there are around 21 typefaces that are know as web safe fonts. These include the most commonly used fonts such as Helvetica and Times New Roman, ensuring that your website will appear exactly how you intend it to look even if the visitor is using an old or out of date browser.
If you want to use something a little bit different, however, Google’s Font API gives you a greater choice of typefaces, all of which are hosted on Google’s servers instead of relying on them being installed on a visitor’s computer. While this opens up all sorts of unique possibilities for the look of your site it’s always best to try and keep your ideas in check to a certain extent; a font that looks new and exciting today might not be quite so attractive a year down the line.
Despite the sheer number of typefaces available, there are some that have become ubiquitous across the internet, and are best avoided if you want your website to have its own distinct personality. There are also those that have through no fault of their own become universally reviled and will have visitors clicking away from your site the moment they see them – which leads us to offer this one final piece of advice:
It’s never ever appropriate to use Comic Sans.