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E-Marketing Performance Blog

Give Your Website Visitors a Little (White) Space

give website visitors white space

We’ve all been there. You’re trying to have a conversation with someone who is just standing Too. Close. They could be giving you the secrets to immortality or unbelievable wealth, and all you’re thinking is “Back Off. Back Off. BACK OFF!!” Or worse yet, “What the heck did he eat!” Regardless, maintaining the proper personal space is an unspoken social norm that we expect all people to respect. When they don’t, it makes us uncomfortable and distracted.

You are likely cringing right now thinking about someone who has invaded your personal space. But could you be doing the same thing to your visitors on your website?

You could if you are trying to cram all of your information into a small space on a web page. We know that there are so many important things that visitors need to know about your company, your products or services, the value you provide and, ultimately, what’s in it for them. And there’s nothing wrong with conveying all of that information.  But putting the message out there is one thing. It’s another altogether to present that message in a clear, readable, and understandable format. In fact, sometimes, less is a lot more when it comes to presenting your messaging.

That doesn’t necessarily mean you have to cut back on your message. You may just need to change how that information is presented. It’s all about white space. [Tweet This]

White space is just another name for giving your content some breathing room. Just how you have trouble focusing on a conversation when the person you are talking with is standing right on top of you, your website visitors have trouble focusing on your message when there is no place for their eyes to rest. The space doesn’t have to be white per se, but the idea is to spread out the elements of your page a bit so there is less competition for where the eyes can go on the screen.

Adding a little white space allows you to:

  • Reduce clutter.
  • Highlight key features.
  • Make pages easier to scan.
  • Increase readability and comprehension
  • Help visitor focus on the next action.

The same information can be presented on a page with and without white space. However, the site that uses white space will do a better job of conveying the intended message to the readers. [Tweet This]

Don’t be THAT person at the party that people avoid. Or in this case, the website people flee from. Provide plenty of white space so message is heard, loud and clear!

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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