Your website's typography might seem like a small detail, but it's actually one of the most powerful tools for converting visitors into clients. For mortgage brokers, where trust and professionalism are paramount, the right font choices can make the difference between a potential client staying on your site or clicking away.
Why Typography Matters for Mortgage Broker Websites
When potential clients land on your website, they form an opinion within seconds. Poor typography choices can instantly undermine your professional credibility, while well-chosen fonts convey expertise and trustworthiness. Your website content needs to be easily digestible, especially when dealing with complex financial information that mortgage brokers regularly present.
Google ranking algorithms also favour websites with excellent readability. Search engines recognise when users spend more time engaging with your content, which directly impacts your SEO-optimised websites performance.
Essential Typography Rules for High-Conversion Websites
1. Choose Professional Font Families
Stick to clean, professional fonts that reflect your expertise. Popular choices include:
• Roboto or Open Sans for modern appeal
• Lato or Source Sans Pro for excellent readability
• Georgia or Merriweather for traditional trustworthiness
Avoid decorative or script fonts for body text – save these for occasional accent use only.
2. Optimise Font Sizes for All Devices
Your website design should feature:
• Minimum 16px for body text
• 24-28px for main headings
• 18-20px for subheadings
Remember, many clients will view your site on mobile devices, so ensure your text remains legible on smaller screens.
3. Perfect Your Line Spacing
Proper line height improves readability dramatically. Use 1.4 to 1.6 times your font size for optimal spacing. This gives your content room to breathe and prevents that cramped appearance that drives visitors away.
Colour Contrast and Accessibility
User-friendly websites prioritise accessibility. Ensure sufficient contrast between your text and background colours. Dark text on light backgrounds typically works best for mortgage broker websites, maintaining that professional appearance clients expect.
Poor contrast doesn't just frustrate visitors – it can also impact your website's performance in search results, affecting your ability to generate leads.
Strategic Content Hierarchy
Effective website development involves creating clear information hierarchies. Use typography to guide visitors through your content:
- Headlines grab attention – Use bold, larger fonts for main messages
- Subheadings organise information – Help visitors scan content quickly
- Body text delivers details – Keep it readable and engaging
- Call to action elements stand out – Make buttons and links visually distinct
Typography's Impact on Lead Generation
Well-structured typography directly supports your call to action strategy. When visitors can easily read and understand your services, they're more likely to:
• Stay longer on your website
• Read more pages
• Contact you for consultations
• Trust your expertise
This improved engagement signals to search engines that your site provides value, boosting your google ranking and bringing more qualified leads to your practice.
Common Typography Mistakes to Avoid
Many mortgage brokers unknowingly sabotage their websites with these errors:
• Using too many different fonts (stick to 2-3 maximum)
• Making text too small or too large
• Insufficient spacing between lines and paragraphs
• Poor colour choices that strain readers' eyes
• Neglecting mobile responsiveness
If you're considering a website upgrade, addressing these typography issues should be your priority.
Professional Website Management
Effective website management includes regular typography audits. Your fonts should load quickly, display consistently across browsers, and remain readable as web standards evolve. This ongoing attention to detail separates professional mortgage broker websites from amateur efforts.
Consider how your typography choices reflect your brand values. Clients seeking mortgage advice want to work with detail-oriented professionals who understand the importance of getting everything right – including the seemingly small elements like font selection.
Improving Website Performance Through Typography
Smart typography choices support your overall improving website strategy. When combined with quality content and strategic calls to action, excellent typography creates a seamless user experience that converts visitors into clients.
Remember, your website builder or website development team should understand these principles. If your current site lacks these typography fundamentals, it might be time to explore professional solutions designed specifically for mortgage brokers.
Ready to transform your website into a powerful client acquisition tool? Call one of our team or book an appointment at a time that works for you to discuss how Broker Studio can create a fast, conversion-optimised website that reflects your professional expertise.