Everyone knows that content is king. Writing high-quality webpages and blog posts is the key to increased web traffic and closed business. But what about the space between the words? Could your use of white space actually help support your content?

Admit it. We’re all a little superficial. We judge a book by its cover and a blog by its layout. If a website looks out of date, many of us won’t take the time to read the content. That includes when a website has heavy chunks of text.

Long, dense paragraphs can be a turn off to readers. If the layout of your blog makes it look like it will be hard to read, or take a long time, visitors may “bounce” off to greener, or whiter, pastures. Instead, use white space to keep your readers engaged.

Use Headings

Headings break up your text into different main points. On webpages with a lot of content, headings can help readers scan through your it and find the part that will answer their questions. They also add white space, breaking up the way your content looks on the screen into understandable chunks.

Write Short Paragraphs

Your website is not the 5 paragraph essay you wrote in high school or the memorandum of law you sent to the judge last week. Long paragraphs in print can help you support your argument and demonstrate your point. But online, your points can get lost in your paragraph.

When you are writing for a website or blog, short, punchy paragraphs can help you make your point. That doesn’t mean you need to cut out your arguments or your illustrations. What it means is that it all doesn’t have to be in one paragraph.

In long-form writing, paragraph breaks signal a change in topic. Online, the white space between paragraphs give your reader’s inner voice a chance to breathe.

Avoid Clutter

How many columns does your website have? Two? Three? Why? It’s important to keep key links – like a contact button or social media icons – within easy reach of your readers. But if you load down your side columns with text it can make your website look very cluttered. And when your website is on mobile, that valuable content could be lost.

Instead of filling the margins of your website with text, put that content into easily accessible webpages. Save that space for images, buttons, and key information like phone numbers. Leaving white space on the sides of your center text will help your reader focus on your content, without being distracted by what’s on either side.

Lisa Schmidt is a writer for Legal Linguist, headquartered in Ferndale, Michigan. She provides easily readable, high-quality content for webpages and blogs. If you need help attracting readers to your blog, contact the Legal Linguist to schedule a meeting today.