Typography Hierarchy on Landing Pages: What Converts Best

Typography hierarchy is how size, weight and spacing tell visitors what to read first. On a landing page, good hierarchy means someone understands the offer in a few seconds and knows what to do next. There's no single layout that converts best everywhere, but some principles hold almost always.

1. One headline that says the main benefit

• The largest text on the page, and the only text at that size.
• Says what the visitor gets, not just your company name.
• Short enough to read at a glance, ideally on one or two lines on a phone.

2. A supporting line

A subheadline, clearly smaller than the headline but larger than body text, explains how or for whom. Together, headline and subheadline should answer "what is this and why should I care?"

3. Readable body text

• At least 16 pixels, often 18 to 20 on desktop.
• Line length of roughly 50 to 75 characters, so lines aren't tiring to follow.
• Line height around 1.5 for body text.
• Strong contrast against the background.

4. Section headings for scanners

Most visitors scroll and scan. Clear section headings, consistent in size and style, let them jump to benefits, pricing or FAQs. See writing scannable content.

5. A button that stands out

• Button text that says what happens: "Start free trial", "Get my quote".
• Bold enough to be noticed, but the color and space around the button do most of the work.
• Repeat the same button after key sections on long pages.

Keep the system simple

• One or two font families, usually a heading font and a body font.
• A small type scale, such as 5 or 6 sizes, used consistently.
• Use weight and size for emphasis, not underlines, many colors or all caps for long text.

What "converts best" really means

Results depend on your audience and offer, so treat these as starting points and test changes, such as a different headline, with real traffic. Change one thing at a time so you know what made the difference.

Study pages that work

Font Detector shows the font, size, weight and line height of any text you click, so you can see how strong landing pages set their headlines and body text. See working out a site's design system.

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