Typography is an art. It’s the art of arranging words in any written medium in a way which makes the message appealing to the reader. Choosing the right kind of font that caters to the general age of the people the website targets while simultaneously fitting and conveying the objective will help the message go a long way, particularly in creating the right kind of atmosphere for your audience. If you want to deep dive into typography, I recommend reading — Impacts of Typography on Website and Brand Messaging.