Give it some space: Why your copy needs room to breathe
People are clicking on your website. They’re looking at your pages, scrolling through your content, but they’re not taking action.
There’s a simple explanation. Your words aren’t pulling their weight. Right?
Maybe. But before you blame the words, there’s something else you need to consider: How are they laid out?
Copywriting isn’t just about what you say. It’s also about how it looks on the page.
Layout, formatting, structure - these are all part of how your message is received. One of the most important parts of making your content more readable and engaging is utilising white space.
White space (or negative space, if you’re feeling technical) is the area around your words. It’s the space between lines and paragraphs, around headings, and between sections. It’s the bit that gives your copy room to breathe.
And it makes a bigger difference to your content than most people realise.
White space is an important part of the message
I’ve previously described copywriting as ‘words by design’. And that’s exactly what it is.
When a copywriter comes to putting words together, they’re not just considering the words themselves, but also how they’re arranged and displayed on the page.
A key part of that consideration is how white space can be used to emphasise a message and drive action.
81% of people are skim readers when it comes to digital content. That means time is of the essence, and a path of least resistance is favoured.
Utilising white space properly helps your reader absorb what you’re saying in seconds.
It breaks up your content into clear, manageable chunks and makes it easier to scan, understand, and act on. It creates rhythm on the page. It signals importance. And it gives your strongest lines the impact they deserve.
Without it, even the best message can get buried.
Think about it: if someone lands on your website and is greeted by a wall of uninterrupted text, how likely are they to start reading?
Even if your words are perfect, if the layout makes it seem like it will be an effort to read, most people won’t bother.
But the same message, with thoughtful spacing, clear headings, and a layout that guides the eye? That feels easier. More accessible. Less work.
And when something’s easier to read, it’s easier to remember.
Your message has a better chance of sticking because it’s been delivered in a way that respects the reader’s time and attention. That’s how you build a connection - not just by saying the right thing, but by saying it in the right way.
White space changes how your words are received
There’s a psychological element at play here.
When your content feels structured and intentional, your business does too. It gives the impression that you’re clear on what matters, and that you value the reader’s time.
On the flip side, a cramped layout can make even the best message feel rushed, overwhelming, or amateurish. Your content might be saying one thing, but the layout is telling a different story.
Spacing shows confidence. It says: we don’t need to cram the page to prove we have something to say. We trust the message, and we’re giving it the room it needs to land.
It also creates a sense of calm. That might sound small, but in a world where it’s hard to switch off, calm stands out.
When a page feels open and well-paced, it gives people permission to slow down and actually engage with what’s in front of them.
Better for your readers. Better for your rankings
This isn’t just about visual polish. There are also measurable benefits to improving the layout of your content.
White space makes your content easier to engage with. That matters for how long someone stays on the page, how much of your message they absorb, and what they do next. It helps build trust, reduce friction, and improve conversions.
It’s also better for search engines. Google pays attention to how people interact with your content. If your page is easier to scan, easier to read, and people stick around longer? That’s a win for SEO.
And if you’re spending time or money getting people to your site, you want them to stick around long enough to do something.
White space helps that happen.
It’s a small copywriting design choice that supports every other investment you’ve made in your content.
How to use white space well
Utilising white space isn’t about turning every sentence into its own paragraph or leaving half the page blank. It’s about making deliberate decisions:
Break up long paragraphs that slow the reader down
Use clear subheadings to guide the flow
Keep margins generous and line spacing comfortable
Let key lines stand alone when they need emphasis
Give every element on the page enough room to breathe
Good copy needs good packaging. Packaging that supports the message instead of suffocating it. When you combine good writing with good layout, its impact multiplies.
So - is it the words, or is it the layout?
White space isn’t just a nice-to-have. It does a lot of heavy lifting behind the scenes, helping your audience follow the flow, focus on the important bits, and enjoy reading what you’ve written.
When your copy is well-structured and easy to digest, you’re not only more likely to hold their attention, but you’re also more likely to earn trust, prompt action, and leave a stronger impression overall.
And if your content isn’t converting, it might not be a question of rewriting everything from scratch. It might just be time to rework how it’s being presented.
If you’d like support with your content or copy, book a free discovery call to find out how I can help.
