Does your website make effective use of white space?
Have you ever wondered why some websites seem like the Bermuda Triangle while others function as Conversion City? The answer, in part, has to do with white space or empty space. Design is everything, so if you’re looking to represent your organization professionally and grow your business, remember that less is sometimes more. Here are four good reasons to inject some white space into your web design.
White Space Increases Comprehension and Readability
You’ve got a great message, but it’s worthless if people can’t read, comprehend, and retain it. It goes without saying that when King John unveiled the Magna Carta, he did so without the use of doodles, arrows, and flashing lights.
A crisp, clear design will ensure that your visitors:
- Read the information in sequential order
- Absorb and comprehend all relevant information
- Remember what they’ve read
When too much information is presented in an ad hoc manner the eye begins to dart around and the brain begins to hurt. Designers use words like ‘synergy’ and ‘balance’, which is essentially art-speak for “give the people something they can absorb”. As a result they’ll understand your value proposition, not just when they read it, but the day afterward as well.
A quick note: White space isn’t necessarily white, but it is necessarily space. The terms ‘empty space’ or ‘negative space’ can be used interchangeably.
An Aesthetically Pleasing Design Will Extend Website Visits
You’ve managed to attract a potential customer to your website, now let’s ensure they don’t bounce. White space creates a more pleasant experience, which will lead to extended site stays and perhaps even return visits.
It’s a tale as old as the internet itself: business owners often want more information squeezed onto the site, while designers advocate for a cleaner look. The great news is that order doesn’t need to come at the expense of content. A good web designer will be able to include all relevant information without having your site resemble the aftermath of a raging keg party. It’s important to remember that a clean website isn’t the same as a simple website. On the contrary, clutter is indicative of a lazy approach to editing and content presentation. The result is a fragmented and overwhelming experience for the visitor, which can potentially cause them to turn back and never return.
White Space will Convey Professionalism to Your Customers
Your organization is first-rate and that’s what you’d like your website to convey. White space classes up your site and, by extension, your business or brand. People associate clutter with bargain basements, while good presentation brings to mind prestige and class.
Creating a bit of empty space around something simply makes it seem more important. Think about Whitney Houston pausing for a beat before the epic final chorus of ‘I Will Always Love You’. (Now you’ve got “And Iiiiiiiiiiiiiii…” stuck in your head. You’re welcome!)
White Space Can Help You Increase Conversions
We’ve saved the best for last! The proper utilization of white space can help increase conversions such as clicks, sign-ups, opt-ins, and sales.
Ultimately your website is not just there to look good, but to help you achieve your business goals. To achieve this, ensure that your calls-to-action stand out, your messaging is unmistakeable, and your key signposts are unmissable.
Allowing website visitors to get where they want to go (or where you want them to go) is the most important aspect of good user experience design. Empty space calls attention to the key features of your website, leading the visitor down the path to conversion. The last thing you want is for the visitor to get distracted by clutter and to leave the site without entering your sales funnel.
White space helps you present a clear path to the end zone, where conversions and business growth await!
Next Steps
Peak Ed Designs is committed to designing and maintaining websites that not only look good, but help our customers reach their business goals. A good web designer is one part artist and one part scientist and won’t be satisfied unless their website is getting the job done.
Our initial consultation will help us understand your objectives. We then get to work creating a website that will help get you there. Throughout the process we’ll ensure that your site is on brand and on message, allowing you to be confident that your online presence is both professional and functional.
I want a website that helps me reach my business goals.