The choice of typeface can have a tremendous impact on the way that a company or brand is perceived; aesthetically, typefaces have emotional resonance and can convey information through the design and physical structure of each letter. Similarly, the choice of fonts in web design will affect the usability and aesthetics of your website.
We now have more choices than ever with which to design our websites. In addition to the legacy fonts designed by type foundries of yore, there are fonts designed specifically for legibility on the web and smartphones. Choosing a font for legibility is important as is one that fits with the visual identity and aesthetics of your website.
There are several considerations for the font chosen for body copy (text) on a website: it should provide the proper amount of space in order to make the paragraphs feel uncrowded, contrast with the background, and read easily. Sans-serif fonts, fonts without legs or serifs attached to the characters (the most famous example being Helvetica), have become the go-to choice for many websites as they provide all three of the above characteristics.
However, this is not to say that one size fits all. To the contrary, the choice of font on your website, once it accomplishes the basic requirements, should reflect the personality of your company and resonate with your target audience. This is where a comprehensive brand identity becomes very useful - once you carve out a clear visual identity for your company or brand, these decisions will not need to be revisited as they will already be consistent across your printed materials and website.