The best fonts for websites

Fonts have the power to shape the overall aesthetics of your website, convey brand identity and enhance readability. That’s why font selection should be integral to your design project from the very beginning. 

But how do you get started? In this blog, I break down key typography terms and show you how to select the best website fonts to captivate and engage B2B audiences.

Typography: Definition and key terms

Typography is the practice of organizing letters and text to make them readable, clear and attractive to the viewer. It includes choosing the right font style, appearance and structure to evoke emotions and communicate specific messages. 

When you start diving into the world of typography, you’ll find these key terms:

• Typeface: It’s the design of a set of characters, including letters, numbers and symbols. A typeface often consists of a family or collection of fonts that share the same design features.
• Font: It’s a specific style within a typeface family. For example, within the Helvetica family, Helvetica Light has a lighter appearance compared to other styles in the same font family.
• Weight: It’s the thickness or thinness of the characters within a font. For example, a bold font appears thick and strong, while a font in italic appears thin and delicate. 
• Leading: It’s the space between lines of text. If there’s too little space, the lines will be too close together, making the text difficult to read. But, if there’s too much space, the text can look scattered. 
• Tracking: It’s the spacing between all the characters in a word. If the characters are too close, it can make the text hard to read. If they’re too far apart, the words can look disconnected. Different fonts might need different spacing.
• Kerning: It’s the adjustment of space between two specific letters. It’s used to make the text look better when certain letters — like “A” and “V” — are next to each other and might naturally have too much or too little space between them.

Why does website typography matter?

Selecting the best fonts for your website requires careful consideration. Keep in mind that web designers now have access to a vast array of fonts and typefaces, enriching the visual diversity of typography more than ever. 

Typography is more than just making things look attractive. It’s a crucial component of effective communication and design. In the case of websites, it’s important to:

    1. Enhance readability and accessibility 

By selecting the right font size, line height and spacing, designers ensure that text is easy on the eyes, improving its readability. Good typography helps organize information hierarchically, making your website content more accessible and understandable to the audience.

    2. Establish brand identity

Alongside color and imagery, typography is a powerful tool for establishing and reinforcing a brand’s identity. Consistent use of specific typefaces and styles can evoke particular emotions and associations, making a brand more memorable. Case in fact: typeface choice can enhance customer response by 13% when the typeface aligns well with the brand.

💡 Learn how to create a brand book.

    3. Guide user navigation 

In web and interface design, typography directs users’ attention to the most important information, guiding them through the content seamlessly. It can highlight calls to action, differentiate textual elements and create a visual hierarchy, enhancing the overall user experience.

💡Discover how to improve your website navigation.

   4. Set the tone and convey emotion 

The font choice can affect the tone of the written message, conveying a range of emotions — from professionalism and reliability to whimsy and excitement — complementing the message’s content and context. This emotional impact helps engage the audience more effectively.

   5. Improve aesthetics and design

Beyond functionality, typography is an art that contributes to the aesthetic of any visual composition. The right typography can transform a design from mundane to dynamic and visually engaging, making it more likely to catch the viewer’s eye and hold their attention.

Everything you need to know about font types 

Now that I’ve made the case for the importance of selecting the best fonts for your website, let’s explore the main types of fonts. Even though you can find thousands of fonts online, you can group them into just six main categories:

1. Serif font types

Serif fonts — characterized by serifs or notable curves — add a classic elegance to a brand. These fonts are effective in print because they are easier to read. Consider using serif fonts for body text or in places where clarity is crucial. For a refined, sophisticated style, I also recommend choosing a serif font.

Serif fonts come in different styles, each adding its own unique touch of charm. Here’s a breakdown: 

Old-style/humanist serif fonts 

These fonts are known for their subtle contrast between thick and thin lines, wedge-shaped serifs and a slight tilt in the letter strokes. They evoke a hand-drawn, organic quality, making them suitable for brands seeking a prestigious or traditional appearance, such as The New York Times.

Modern serif fonts 

These fonts feature precisely shaped letters, a noticeable contrast between thin and thick lines, and vertically curved strokes, often ending in ball-shaped tips. Companies in sectors like technology, finance and marketing use these fonts to project a sense of elegance and reliability while maintaining an approachable tone.

Here’s what it looks like on Mural and our own website.

Transitional serif fonts 

Developed by English typographer John Baskerville in the 1700s, transitional serif fonts merge the qualities of old and modern serif styles. They feature sharper serifs and greater contrast in stroke thickness compared to the humanist fonts favored by brands such as Vogue.

Slab serif fonts 

Gaining popularity in the 19th and 20th centuries, especially in advertising, slab serif fonts are characterized by their bold serifs and uniform line thickness, giving them a sturdy, practical look. They symbolize the era of mass consumerism. Brands such as Volvo, Sony and Honda use slab serif fonts in their logos to project a more rugged and prominent look.

2. Sans serif font types

Sans serif translates to “without serifs.” These typefaces are often chosen by brands for their readability and adaptability across various applications. Sans serif fonts are excellent for logos, titles and even body text due to their clear and straightforward appearance.

Sans serif fonts offer immense versatility:

• Use bold sans serifs for attention-grabbing headlines.
• Choose lighter weights for a subtle, refined aesthetic.

Tech companies like Google incorporate sans serif fonts into their branding, reflecting modernity and simplicity. 

Here are the main types of sans serif fonts:

Grotesque sans serif fonts

Among the earliest sans serif designs, grotesque fonts were initially met with skepticism. But they have later become widely used, known for their geometric shapes, simple letters and consistent stroke weights. These fonts are ideal for bold titles needing distinctiveness and are often used in magazine or advertisement headings. Here’s an example from Dropbox:

Geometric sans serif fonts

Highly favored for their clean, geometric shapes, these fonts have remained popular for years. Characterized by uniform stroke weights and letters designed around simple shapes, geometric sans serifs are perfect for logos and headlines. However, their structured nature may not be as suitable for lengthy texts due to readability concerns.

Humanist sans serif fonts

Humanist sans serifs are noted for their more natural, organic feel, drawing inspiration from traditional Roman inscriptions. They share similarities with serif fonts in appearance and proportions, often considered the most legible sans serif fonts available.

3. Script font types

Script fonts are designed to resemble handwritten text, offering a sense of beauty, artistry and personal touch. They are less versatile than sans serif and serif fonts due to potential legibility issues when scaled down. And they end up becoming more effective in applications where they can be displayed prominently — for example, wordmark logos, stickers, labels and invitations. 

Script fonts fall into two main categories:

Formal script fonts 

These fonts are elaborate and ornamental, featuring prominent swirls. They convey a sense of sophistication and formality. You’ll find this font in the wedding and beauty industries — for example, in the Everyday Beauty logo.

Informal or casual script fonts 

Casual script fonts mimic a more relaxed, spontaneous style of handwriting, often resembling brush script. They convey a sense of dynamism and approachability, making them a good choice for brands in fashion, hospitality or creative sectors — as you can see on the logo of the visual collaboration platform Canva.

4. Display font types

Display fonts, also known as decorative fonts, are named for their frequent use in large-scale applications and digital screens. They are generally not chosen for extensive text passages but stand out due to their distinctive and eye-catching designs. These fonts aim more at creating a visual impact rather than facilitating readability — as you can see in this MailChimp headline.

It’s advisable to use display fonts sparingly, avoiding combining them with other complex fonts. If pairing is necessary, opt for a simple font for a tagline or small body text to maintain balance.

5. Handwritten fonts

Handwritten fonts are designed to resemble the style of actual handwriting, capturing its natural, flawed and intimate essence. These fonts typically convey creativity, a personal touch and a casual tone. They are effective in adding a human element to digital designs, making them perfect for expressing emotions and fostering a closer relationship with the viewer. 

Handwritten fonts suit businesses aiming to humanize their brands — as you can see in the example of Capgemini logo.

6. Monospaced fonts

Monospaced fonts, often referred to as typewriter fonts, maintain equal spacing between characters. Unlike proportional fonts, where each character has a different width, monospaced fonts allocate the same horizontal space for every character, creating a consistent and orderly look. Originating from the era of typewriters, these fonts were designed to align text into neat columns. This feature makes them especially useful for tasks that demand precise alignment, such as coding, organizing data tables and creating text-based artwork.

Monospaced fonts can also provide a distinct and characteristic visual appeal to logos, headlines, posters and editorial designs, particularly for achieving a vintage, minimalist or industrial aesthetic.

Brands like GitHub, Microsoft and IBM use them in their logos, promotional materials and interfaces to project an image of precision and technological proficiency.

How to choose a font  for your website

With so many fonts to choose from, it’s easy to feel lost. So, what is the best font for web design? The right choice is about more than just what looks good. Follow these six key steps:

1. Consider the brand’s personality

What impression do you want to give users when they visit your website? Should it feel upscale, inviting, fun or serious? The typography should match the brand or product’s character. A useful approach is to identify your brand’s main characteristics and select typefaces that embody these qualities. You’ll start to see a pattern emerge.

💡Discover how brand perception can help you win deals.

2. Think about the tone

It’s crucial to ensure your website font matches the message’s tone. For instance, for serious or important content, pick a simple, easy-to-read font that won’t distract the reader.

3. Focus on functionality

A website must be more than just attractive; it must be readable. Avoid fonts that make it hard to read or navigate your site. Instead, choose fonts that make the text easy to read.

4. Pay attention to performance

Many designers forget to choose fonts that work well on web browsers. Fonts from libraries like Google Fonts are designed to display correctly in browsers. Tip: Only download the character sets you need to keep your site running smoothly.

5. Look for inspiration

If you’re unsure where to begin, observe the typography used by others, especially brands in your industry Look for patterns in the fonts around you and note what works and what doesn’t. Browsing typography on social media or Pinterest can also spark ideas. For more tips and inspiration, explore guides like those on UX Collective.

6. Test thoroughly

The best way to find the right website font for your interface is through testing. Gather feedback from users to understand what’s effective, what’s not and what enhances readability. This process will help you make informed decisions.

10  best website fonts  for your B2B business

Your choice of web font can say a lot about your business. It can make your website feel welcoming if it’s easy to read or it can drive potential clients away if it’s hard to decipher. 

Here are the 10 best fonts for websites that have proven to be winners for B2B SaaS businesses: 

1. Atlas Grotesk 

Atlas Grotesk offers a simple, approachable presence for your website. Its clean design makes it easy to read, inviting visitors to explore your content. It’s the type of sans serif font that Dropbox uses.

2. Almaden Sans 

Almaden Sans has clean lines that give off a professional vibe, ideal for making a strong first impression. Zoom uses it to navigate users through their website with clarity.

3. Visual Sans

With its geometric shapes, visual sans reflects a data-driven approach — it’s perfect for B2B companies that value logic and innovation. WebFlow uses visual sans to explain its product in a clear and organized way.

4. Circular 

Circular is clean and functional, perfect for organized presentations. Slack uses it to reinforce its value proposition.

5. Playfair Display 

Playfair Display adds elegance to your brand with its beautiful curves and tails, reminiscent of a beautifully crafted letterpress invitation. This font conveys heritage and authority, making it a strong choice for established B2B firms. Take a look at the Productive Shop website, using Playfair Display.

6. Inter 

This contemporary font — with slightly thicker strokes and open letterforms — creates a sense of approachability, perfect for B2B companies that want to project a dynamic image. 

Email marketing company MailerLite uses Inter’s vibrancy to connect with its audience in a friendly yet professional way.

7. Lexend Deca

Lexend Deca comes in a range of weights, from clean and thin for easy reading to bold and impactful for grabbing attention. This makes it perfect for B2B websites with diverse content, from informative blog posts to bold calls to action. 

Take a page out of Hubspot’s book, where this font guides users through the benefits of their software.

8. TT Norms

With its square shapes and clean lines, TT Norms conveys strength and reliability. It can be the solid foundation of your B2B brand, conveying a sense of unwavering commitment. Project management platform Wrike uses this font.

9. Poppins  

Poppins has slightly wider letterforms that create a sense of spaciousness. It’s perfect for B2B documents and presentations that require a lot of text, making it easy on the eyes even for long reading sessions. Monday.com uses Poppins to communicate its value.

10. Simula 

With little tails at the end of its letters, this font feels warm and welcoming — perfect for B2B companies that want to foster strong client relationships. One of our clients, QuotaPath, uses this font to strengthen its connection with their audience.

Extra tips for selecting the best high-performing website fonts 

When selecting the best website fonts, loading time is equally important. 

Slow-loading fonts can hurt your lead generation efforts. After all, you only have a few seconds to capture the interest of your audience. 

To ensure your fonts do not cause any problems, here are five strategies to help solve common font performance issues:

1. Use small font files  

It’s important to reduce the size of your font files to avoid slow loading times on your website. Ensure your fonts are suitable for online use, as mobile pages that take over 10 seconds to load can see bounce rates increase by 123%. Choose high-quality, web-optimized fonts that take up the least amount of space possible.

Here are my recommended web-friendly font formats:

• TrueType Font (TTF): A common font format used for both print and digital purposes.
• Embedded Open Type (EOT): A font format only used online, supported by very few browsers.
• Web Open Font Format (WOFF): This font compression technology reduces file size while maintaining quality and functionality.
• WOFF2: Offers the same benefits as WOFF, but with improved compression.

2. Minimize the number of fonts used

Limiting the number of fonts on your website can reduce download data and improve how information is visually communicated. This approach also shows your brand’s commitment to consistency. Using the same fonts across various platforms can enhance brand recognition and has been associated with a 33% increase in revenue.

However, reducing the number of fonts used doesn’t have to mean a lack of variety in type styles. Variable fonts, which contain multiple type styles within one file, allow all styles to be downloaded simultaneously, cutting down on load times. This makes variable fonts a great option for web design.

3. Use high-quality font files

When choosing website fonts, opt for those that are mobile-friendly. After all, a typeface that looks great on a high-resolution screen may not translate well to a mobile device. This is significant as Google highlights the importance of performance enhancements for mobile-first users. 

For instance, Verizon uses Neue Haas Grotesk on various platforms — desktop, mobile, in-app and in advertisements. This font remains legible on all these platforms, ensuring the brand’s message is consistently clear. While your primary focus might be on digital usage, it’s also prudent to test fonts in print to ensure they are effective in both formats before they reach your customers.

4. Ensure your website fonts support your language needs

The font you choose for your website needs to accommodate the languages spoken by an international audience. If a font doesn’t support certain languages, the text may not appear correctly. Quality font libraries often list the languages that their fonts support.

5. Choose from a trusted font library

Selecting fonts for web design from a reliable source — like Google Fonts — is crucial to ensure the fonts are legally usable for commercial purposes, unlike some free fonts that might not be properly licensed. These libraries provide detailed licensing information and filters to help you find the right fonts for your needs.

Let’s help you find the best fonts for web design 

A well-chosen typeface can convey your brand values before anyone even reads your text. If a customer feels a connection with your company from just glancing at your homepage, you’ve successfully engaged them. 

To maximize the effectiveness of your font selection, you should test them for loading speed, digital appearance and compatibility with printing. Using high-quality fonts, reducing the number of different fonts and compressing font files are also steps you should take to enhance your brand’s typographic performance.

Need help? If you’re looking to refine your website’s typography for improved user experience, reach out to our team. 

We specialize in helping B2B SaaS businesses build and optimize their online presence, including web design and branding. 

Let’s work together to ensure that you select the best fonts for your website.