White space

White space is the empty space between and around text, images and other elements in a design. It does not have to be literally white, but can be any colour as long as it remains free of content. White space gives a design breathing space and directs visitors’ attention to the most important elements. For an SME website, the amount of white space determines whether the page looks calm and well-organised, or feels cluttered and overwhelming.

How white space works in web design

White space is created by deliberately leaving space between elements. Think of the margin around a block of text, the space between paragraphs, or the empty area above and below an image. Designers distinguish between two types: micro-white space between letters, words and lines, and macro-white space between larger sections such as a header and the content below it. Both types work together to create hierarchy. More space around an element gives that element greater visual weight. Less space groups elements together. In an online shop, extra white space around a call-to-action button can increase conversion rates, as the button stands out more clearly. In a text, sufficient line spacing ensures better readability, particularly on mobile screens where space is limited.

Why white space became essential in modern design

Early websites were often crammed with text, banners and buttons, as screen space seemed precious. As users visited more websites, it became apparent that cluttered pages led to visitors leaving more quickly. Research into accessibility showed that sufficient white space improves readability for people with dyslexia or visual impairments. At the same time, designers observed that brands such as Apple and Google were achieving success with minimalist, spacious designs. The rise of mobile browsing made white space even more important: on a small screen, every element must be clearly defined to prevent mis-taps. White space is now a fundamental feature of good user interface design.

What white space delivers for SME websites

For a small to medium-sized company, making good use of white space means visitors find what they’re looking for more quickly. A page with clear sections and sufficient space between blocks feels more professional than a crammed layout. This boosts trust, particularly for B2B service providers where credibility matters. White space also helps with conversion: a form with generous margins and clear labels is filled in more often than a compact block of small print. In web design, we often find that clients want to include too much content on the homepage. By making a conscious use of white space, you can focus attention on the core message and the key call-to-action, without any distractions.

White space is not a luxury but a functional design tool. It determines how quickly a visitor takes in information, which elements stand out and whether a page comes across as trustworthy. Below, you can see where white space makes a difference in practice for Dutch SME websites.

White space around text for better readability

Text without sufficient line spacing and margins feels claustrophobic. Visitors scan the first few lines and click away if the block looks too compact. By increasing line spacing to at least 1.5 times the font size and adding white space between paragraphs, you make your text more accessible. This applies particularly to longer pages such as blog articles or product descriptions. An online shop with 500 products can boost conversion rates on each product page by adding white space around the description and specifications. Visitors will then actually read the USPs rather than scrolling straight to a competitor’s site. In our projects, we’ve found that a simple adjustment to margins and line height can increase the average time spent on a page by 20 to 30 per cent.

White space around call-to-action buttons

A button that is placed right up against other elements disappears visually into the page. By maintaining at least 40 pixels of white space around a primary call-to-action, you attract attention without being too loud. This works particularly well on landing pages where a single action takes centre stage, such as a quote request or newsletter subscription. A B2B service provider with a form on their contact page can boost conversion rates through the use of white space: the button feels less intrusive but still stands out immediately. Compare it to a shop window where each product is given its own space, as opposed to a clearance rack where everything is crammed together. In SEO projects, we often optimise not only the text but also the visual hierarchy, including white space around conversion elements.

White space in navigation and menu structures

A menu with items that are crammed together leads to mis-clicks and frustration, especially on mobile. By ensuring white space between menu items and sufficient height per button, you improve usability. This also applies to mega-menus with subcategories: white space groups related items and makes the whole thing scannable. An online shop with ten product categories can use white space and typography to make the most important categories stand out without adding colour or icons. In practice, we’ve noticed that visitors navigate to deeper pages more quickly when the menu looks uncluttered. This increases the likelihood that they’ll view multiple products and ultimately place an order.

When is ‘white space’ the right choice, and when is it not?

White space works best when you have a clear message and want to guide the visitor towards one or two actions. Think of a portfolio site, a landing page for a campaign or a premium product page. White space is less suitable if you want to display a lot of information on a single screen, such as a dashboard or a comparison table with dozens of specifications. In that case, you need to combine compactness with a clear structure. A common mistake is using too little white space on mobile: what looks spacious on a desktop often still feels too cramped on a phone. You should therefore always test on the smallest screen and add extra margins where necessary. For online shop projects, we balance white space with information density, so that visitors can compare products quickly without feeling overwhelmed.