In the world of copywriting, less is often more.
White space — the empty areas around text, images, or design elements — isn’t just a design feature. It’s a strategic tool that improves readability, engagement, and even conversions.
When used effectively, white space lets your words breathe and your message resonate. But what does that mean for you, as a writer?
Let’s break it down into six actionable ways to use white space effectively, with examples and real-world insights.
— 1 —
Think of White Space As Breathing Room
Imagine walking into two rooms.
One is cluttered with furniture, knick-knacks, and paintings crammed on every wall. The other has open spaces, carefully selected furnishings, and room to move freely.
Which one feels more inviting?
White space in your writing creates the same effect. Dense blocks of text can overwhelm the reader, discouraging them from engaging with your message.
Open spaces guide your audience effortlessly through your content, providing clarity and calm.
Example:
Instead of:
White space is important because it creates visual separation between elements, reduces cognitive load, and emphasizes key points.
Try this:
White space does three things:
- It visually separates content.
- It reduces mental effort.
- It makes key points stand out.
Additional Insight:
Think of white space as the pause in a conversation. It gives you time to reflect on the words and their meaning.
Without pauses, even the most brilliant ideas get lost in the noise.
— 2 —
Use Subheadings to Anchor Ideas
Strong subheadings are like road signs — they guide your reader and create natural white space. They also improve scan-ability, allowing your audience to quickly find the sections that matter most to them.
How to Implement:
- Break down complex topics into smaller, digestible sections.
- Use bold, descriptive subheadings for each idea.
Example:
Instead of:
Benefits of White Space
Try this:
How White Space Makes Your Message Unforgettable
Pro Tip:
Subheadings can also improve search engine optimization (SEO). Use keyword-rich phrases that align with your audience’s search intent.
This makes your content more discoverable, while also improving readability.
— 3 —
Isolate Your Call-to-Action (CTA)
A powerful CTA surrounded by white space is impossible to miss.
It’s the reason why landing pages with clean layouts and simple designs often outperform cluttered ones.
White space draws the reader’s attention exactly where you want it.
How to Implement:
Place your CTA — whether it’s a button, link, or sentence — in a separate section with enough space around it to command attention.
Example:
Instead of:
Want to learn more? Click here for our free guide. It has everything you need to optimize your content strategy!
Try this:
Discover how white space transforms your writing.
[Download the Free Guide Here]
Additional Example:
Visit Apple’s website, and you’ll see CTAs like “Buy Now” or “Learn More” standing alone in spacious, uncluttered sections. The simplicity ensures they’re never overlooked.
— 4 —
Break Up Dense Blocks of Text
Long paragraphs can be intimidating.
Readers today are skimmers — they want bite-sized chunks of information that are easy to process.
Breaking up dense text creates white space, improves readability, and helps your audience focus on key points.
Example:
Before:
White space improves readability, focus, and engagement. It’s not about empty space —it’s about giving your content room to breathe. That’s why strategic use of margins, spacing, and short paragraphs is essential.
After:
White space improves:
- Readability: Your audience processes shorter sections more easily.
- Focus: Key points stand out when surrounded by space.
- Engagement: Clean designs feel more professional and inviting.
Pro Tip:
For digital content, aim for paragraphs no longer than two to three sentences, with the occasional longer paragraph for variety. Add bullet points or numbered lists to further break up the text.
— 5 —
Give Your Message Impact with Visual Pauses
William Zinsser, in On Writing Well, emphasizes the power of strong word placement at the beginning and end of sentences or paragraphs.
When paired with white space, these words gain even more impact.
Example:
- Less impactful:
“The queen is dead, my lord.”
- More impactful:
“The queen, my lord, is dead.”
Practical Application:
Use white space to isolate impactful phrases, especially in sales copy.
By placing an impactful phrase at the beginning or end of a paragraph or section, you create a natural emphasis that makes the message stick.
— 6 —
Show, Don’t Tell — Use Before-and-After Comparisons
When explaining abstract ideas like white space, examples make it tangible. Show how cluttered content becomes inviting with strategic spacing.
Example:
Before:
White space is critical in design, because it highlights the content and directs attention. Without it, your work may feel cluttered and confusing.
After:
White space highlights your message.
Without it, your design feels cluttered.
With it, your words shine.
Additional Insight:
This approach not only demonstrates the concept, but also helps your reader visualize the transformation, making your advice more actionable.
Real-World Inspiration: Apple’s Minimalism
No one uses white space better than Apple. From their website to their advertisements, Apple relies on uncluttered layouts to keep the focus on their sleek products.
The result? A sense of sophistication, trust, and professionalism.
Their minimalist design strategy isn’t about doing less; it’s about doing more with less. Each element serves a purpose, and white space amplifies its importance.
Just visit their home page to see how they use images, text, and space.
Also notice that white space doesn’t even have to be white!
Your Key Takeaway:
When crafting your own content, think about how Apple’s approach can translate to your words.
Does every sentence, heading, and visual element serve a purpose? If not, can the smart use of white space imbue your work with more meaning and clarity?
Make White Space Work for You
White space isn’t an afterthought — it’s an essential tool for clear, engaging writing.
By letting your content breathe, you make your message more accessible, impactful, and memorable.
The next time you write, ask yourself: Is there enough space for your words to shine? If not, start editing and watch your content transform.
Challenge Yourself
Take an old piece of content and apply white-space principles — break up dense text, add subheadings, and isolate your key points.
Then compare the before and after. You’ll see just how powerful white space can be.
And, if you’re feeling brave, share your before-and-after transformation in the comments!
