Take control of your pixels. Your brand recognition depends on it. Looking for specific font recommendations for your SMB industry (e.g., legal, e-commerce, healthcare)? Contact a typography consultant or explore the variable font catalogs at v-fonts.com or axis-praxis.org.

Open your website’s network tab, reload the page, and count how many font files load. If it’s more than 3, you have an opportunity to advance. If you see any .ttf or .otf files being served to the web, stop everything and convert them to .woff2 today.

By mastering —auditing licenses, adopting variable fonts for speed, self-hosting for privacy, and using subscription services for access—you turn typography from a liability into an asset.