How to Choose Marketing Fonts with Hubspot-Inspired Best Practices

Successful digital campaigns from tools like Hubspot often rely on more than great copy and offers. The right font choices strongly impact readability, brand perception, and conversion rates across your website, landing pages, and emails.

Below is a practical, step-by-step guide, inspired by high-performing marketing teams, to help you choose and combine fonts for any campaign or site.

Why Fonts Matter in Modern Marketing

Fonts do more than display text. They shape how people feel about your brand and whether they keep reading or bounce.

Strong font decisions can:

Improve on-page readability and time on page
Reinforce a consistent brand identity
Guide visitors through headlines, body copy, and calls-to-action
Support accessibility and mobile responsiveness

This is why leading platforms and teams invest time up front to define clear font rules before scaling content and campaigns.

Understanding the Main Font Categories

Before choosing specific typefaces, it helps to know the core categories that marketers use most frequently.

Serif Fonts

Serif fonts have small decorative strokes at the ends of letters. They often feel traditional, formal, or editorial.

Great for: print materials, long-form reading, and brands that want a classic or premium look
Examples: Times New Roman, Georgia, Baskerville

Sans Serif Fonts

Sans serif fonts remove those decorative strokes, creating a cleaner and more modern appearance.

Great for: websites, apps, dashboards, and minimalist branding
Examples: Arial, Helvetica, Open Sans, Montserrat

Display and Decorative Fonts

Display fonts are highly stylized and designed for impact, not long-form reading.

Great for: hero headlines, posters, social graphics, or short promotional messages
Use sparingly: they quickly become overwhelming in body text

Script Fonts

Script fonts mimic handwriting or calligraphy and communicate elegance, creativity, or personality.

Great for: logos, special event promos, limited accent text
Risk: can be hard to read at small sizes or on mobile devices

Step-by-Step Process to Select Marketing Fonts

Use this structured process to move from a blank slate to a clear, repeatable font system for your website and campaigns.

1. Define Your Brand Personality

Start by listing adjectives that describe your brand. For example: modern, playful, bold, classic, professional, friendly, or technical.

Modern and simple: favor clean sans serif fonts
Classic and trustworthy: consider serif fonts or a serif-sans combination
Creative and bold: introduce a tasteful display or script accent font

Your brand traits should narrow the field before you explore endless font libraries.

2. Prioritize Readability First

Even the most stylish font fails if visitors cannot read it quickly.

Choose fonts with clear letter shapes and good spacing
Avoid overly condensed or ultra-thin styles for body text
Test your fonts on both desktop and small mobile screens

For most websites, a neutral, highly legible sans serif or serif font works best for body copy.

3. Limit the Number of Fonts You Use

Too many fonts create visual noise and confuse the hierarchy of information.

Ideal system: 2–3 fonts across your site
One primary body font for paragraphs
One headline font for titles and subheads
Optional accent font for special callouts or CTAs

Consistent usage across pages makes your entire experience feel more professional and cohesive.

4. Match Fonts with a Clear Visual Hierarchy

Hierarchy helps readers understand what to read first, next, and last.

Use size to signal importance: larger for H1, medium for H2, smaller for body
Use weight: bold for key headings, regular for body, medium for subheads
Use color sparingly to highlight CTAs or key phrases

Using the same pattern on every page trains visitors to scan your content quickly.

5. Choose Web-Safe or Hosted Fonts

Website fonts must load quickly and consistently across devices.

Web-safe fonts (e.g., Arial, Georgia, Verdana) are reliably available
Hosted fonts via services like Google Fonts give more variety
Always include fallback fonts in your CSS font stack

Fast-loading fonts contribute to better user experience and SEO performance.

6. Check Contrast and Accessibility

High contrast between text and background boosts readability for all visitors, including those with visual impairments.

Aim for a strong contrast ratio between text color and background
Avoid light gray fonts on white backgrounds for core content
Use online contrast checkers to validate your color combinations

Accessible font choices can directly affect engagement, bounce rate, and overall site usability.

Combining Fonts for a Cohesive Look

Once you have a shortlist, the next challenge is pairing fonts so they work well together instead of clashing.

Pairing a Serif with a Sans Serif

This is one of the most reliable combinations.

Use a serif font for headlines to convey authority
Use a sans serif for body copy to keep reading easy
Ensure they share some visual qualities, such as similar x-height or stroke contrast

Using Font Superfamilies

Many type families include both serif and sans serif versions designed to work together.

Look for superfamilies that offer multiple weights and styles
Use different styles (light, regular, bold) instead of different typefaces
This approach simplifies design and keeps branding consistent

Adding a Display or Script Accent

If your brand allows for more personality, you can introduce one accent font.

Reserve it for short headlines, pull quotes, or hero images
Never use it for long paragraphs or dense instructions
Check that it still reads clearly at smaller sizes

Practical Rules for Font Sizes and Line Spacing

Even great font choices can fail when sizing and spacing are off.

Body text: typically 16–18px on web for comfortable reading
Headlines: 1.5–2.5 times the size of body text
Line height: around 1.4–1.6 for paragraphs
Paragraph spacing: clear separation between blocks of text

These guidelines help maintain rhythm and reduce eye strain, especially on longer articles or pillar pages.

Learn More from the Original Hubspot Resource

If you want to see a detailed example of how a leading marketing brand explains type choices, review the original guide at this font selection article. It walks through additional visual examples and considerations that complement the steps above.

Applying These Principles in Your Own Stack

Whether you use Hubspot, another CRM, or a custom tech stack, the same principles apply to every page and campaign.

Document your chosen fonts, sizes, and weights in a simple style guide.
Update your website CSS and email templates to match that guide.
Test new layouts in multiple browsers and on mobile devices.
Monitor engagement metrics like time on page and scroll depth after changes.

As you refine your design, keep an eye on how quickly visitors can scan content, understand key offers, and locate calls-to-action.

Next Steps for Improving Your Marketing Design

Strategic font choices are one part of a larger optimization plan that also includes layout, messaging, and technical SEO.

Audit your current pages for inconsistent font usage
Standardize headings, body text, and button styles
Align your fonts with brand positioning and audience expectations
Iterate based on analytics and user feedback

If you need help building a complete optimization roadmap, including font strategy, UX, and SEO, you can explore professional support at Consultevo.

By following these structured steps and grounding your choices in readability, hierarchy, and brand clarity, you can create marketing experiences that feel polished, trustworthy, and easy to navigate across every device.

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