How to use space to boost your copywriting impact 14 March 2025
Is it time you gave your content some space? In copywriting, it’s great to draw a blank. Yet businesses sometimes overlook the delicate balance between marketing content and its opposite: white space. Signs of this are message-packed web pages and overly wordy sales brochures and articles that crowd you out instead of drawing you in.
It may seem surprising for a copywriter to celebrate the value of the blank space. But hear me out. Reducing your content – words and messaging – has the potential to increase the impact of your copywriting efforts. Because it is as much about format as it is about message. The two are part of the same package. What you’re saying through your content needs to fit that package perfectly.
Scanning, not reading
Research has proven the power of white space in online copywriting many times over. People don’t read your web content – they scan it. This is why making the most of white space right matters just as much as your wording. Instead of trying to pack in as many messages as possible into a web page, structure your content so that it encourages your web visitor to read on.
Say more by saying less
White space draws more attention to essentials like your calls to action and encourages your web visitor to stay on your site for longer. We’ve all seen the overloaded sales brochures that try to say too much… In all types of content, white space is as much part of your message as it is part of your design.
Drive your readers to take in your central messages instead of overwhelming them. Use space to highlight what’s really important. You’re looking to encourage a response – not over-inform.
Declutter your copywriting
We all know the power of a good declutter. In copywriting, as in so much of life, less really is more. What starts out sounding like irony is really a simple but important truth: by building in white space you accelerate both the readability and impact of your copywriting approach.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
