TLDR Tuesday: Don't Waste Your Whitespace

TLDR Tuesday: Don’t Waste Your Whitespace

Whitespace, also called negative space or just blank space, is usually talked about more as a design element than a writing element.

But when you're crafting your blog post to publish, you're dabbling in web design. Using your whitespace more effectively increases the readability of your content; highlights CTAs (calls to action) better than just bolding it; creates a better sense of balance; and doesn't overwhelm readers with big, intimidating blocks of text.

Here's how to best take advantage of whitespace:

• Short paragraphs/no big text blocks
• Use headers to break up paragraphs into related sections
• Lists to break up the blocks
• Place calls-to-action prominently and as a stand-alone
• Put an extra line or two between sections, media, or pictures to create some breathing room

What is whitespace in terms of copywriting?

"The whole layout arises from the sum of its parts. Content relationships are defined by surrounding whitespace. The whitespace acts as a visual cue." - Nick Babich

I love this quote, because I write all of my content through a lens of "parts of a sum". Using your whitespace effectively—along with using your relevant headers—improves your content and focuses the reader's attention exactly where you need it to be.

In relation to copywriting, the whitespace that we can manipulate is just the space between your headings, lists, media, and paragraphs. We can't change the margins or the spacing within the program, or the overall look of the blog pages. But the effects we can have on the finished product are nothing to sneeze at.

Negative space may have nothing going on, but it's one of the most important parts of making an awesome piece of content.

Why is it important to web content?

“Whitespace is to be regarded as an active element, not a passive background” — Jan Tschichold

We may not have control over web design in terms of the actual layout of the blog host we use, but we definitely have control over the content that we put into the text box.

You can write the best 10 sentences on the internet, but if they're all squashed together in one lump, you're going to lose readers. It's as simple as that.

When you offer more whitespace (or negative space) around the content that you're posting, you're highlighting the importance of each individual thought, instead of just cramming everything into one box like a game of sardines.

Properly utilizing your whitespace means easier scanning and better readability for the eyes that are on the page. (Science has proved it: increasing whitespace improves reading comprehension.)

It also makes a 300-word blog look a whole lot more impressive.

Don't believe it?

Read the same section without the whitespace:

“Whitespace is to be regarded as an active element, not a passive background” — Jan Tschichold. We may not have control over web design in terms of the actual layout of SmartBlog, but we definitely have control over the content that we put into the text box. You can write the best 10 sentences on the internet, but if they're all squashed together in one lump, you're going to lose readers. It's as simple as that. When you offer more whitespace (or negative space) around the content that you're posting, you're highlighting the importance of each individual thought, instead of just cramming everything into one box like a game of sardines. Properly utilizing your whitespace means easier scanning and better readability for the eyes that are on the page. (Science has proved it: increasing whitespace improves reading comprehension.) It also makes a 300-word blog look a whole lot more impressive.

Which example was easier to scan and understand?

That's the power of using FREE whitespace to your advantage. It takes only a split second of additional effort to break up your paragraphs into snappy, concise thoughts—but it yields incredible results.

Note: this doesn't mean you should start putting massive chunks of space between every sentence you write. It does mean that you should be looking at the content you're writing and asking yourself if it's clunky and intimidating—or light and flowing.

Start to notice the use of whitespace

Awareness is the beginning.

Start to notice your own use of whitespace. Take a longer look at the page when you're reading your favorite blog or news site to see how they utilize their negative space. Look at other blog posts on your clients' indexes. If you come across a web page that your eyes and brain just love, take a minute and figure out why your user experience is better there than on other web pages.

All of this relates to creating kickass web copy.

And a lot of it starts with the decision to take advantage of the free, unlimited whitespace that's available to you.