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Your website is a valuable marketing asset.
So it makes sense to invest in its design to make it better for potential prospects. In fact, many of the largest companies pour a tremendous amount of resources into their websites. Because even a single design can have a dramatic impact on conversions and bounce rates.
But it is also important to remember that a simple design is key to driving conversion goals.
Cluttered designs with poorly contrasting colours only serve to confuse visitors. Your website design should be readable and easy to understand so that visitors have an intuitive sense of what to do next.
One way to create a more enjoyable browsing experience is to implement whitespace. The use of whitespace is perhaps one of the most important elements of web design. Yet there are still a countless number of websites that look like an infomercial with elements that bombard new visitors.
Here we look at whitespace in more detail and how this simple design principle can boost engagement on your pages.
What is Whitespace?
Whitespace refers to negative space, or the empty space between elements on a page such as images and text. In other words, whitespace is the portion on page that is not filled up. Although it is called “whitespace”, the empty space can actually be any colour such as black.
Perhaps the best example of whitespace is Google’s homepage:
Other businesses including Dropbox make ample use of whitespace on their sites:
Now contrast those two examples with this website:
It is not immediately clear what the business offers or what actions visitors should take.
Just with a simple comparison, the advantages of a clean design is immediately apparent. Whitespace may seem like a waste. But as we have seen, it can be used to great effect and keep visitors on the page longer. And this can ultimately mean the difference between exceeding sales goals or struggling to meet them.
Why Whitespace Matters
Whitespace is advantageous for the following reasons:
- Improved legibility: Nothing is more frustrating than landing on page with text that is too small or with minimal line spacing. Improved legibility is one obvious benefit of whitespace. Just by adjusting line spacing and adding more space around images can help visitors better understand what they are reading. This is key to boosting engagement and reducing bounce rates.
- Ability to highlight CTAs: Imagine if Google’s homepage was filled with links to other pages or other elements such as banners. Both would likely have a negative impact on the number of search queries, which is the last thing that Google would want. Making use of whitespace then is a great way to highlight call to actions and get visitors to take a single action.
- Creates a lasting impression: There is a reason why some of the largest invest heavily in their website design. Because online users are quick to make impressions based on what they see. Whitespace is especially important as it adds a sense of elegance to your site.
Less is more as whitespace can really make a difference in terms of your website design.
A clean interface makes it easier for visitors to immediately grasp what a page is about and what actions to take next. The goal for any website is to keep visitors engaged and generate more sales or leads. Whitespace helps to achieve those objectives.
The use of ample whitespace is a basic web design principle that can dramatically improve your website performance in terms of conversions. So take a closer look at all the aspects of your website to identify how you can make your design simple and uncluttered.