Whitespace and Readability: Engagement Test

The site presented valuable information, but paragraphs ran together. Line height was cramped at 1.2x. No visual breaks existed between sections.

Layout Changes Made

Increased line height from 1.2 to 1.6. Added 40px spacing between paragraphs. Broke long paragraphs into shorter ones (3-4 sentences maximum). Widened margins from 15px to 60px on desktop.

Tracking for Six Weeks

• Average time on service pages: 52 seconds to 2 minutes 9 seconds
• Scroll depth improved—78% reached bottom of pages versus 41% previously
• Contact form views increased 33%
• Actual submissions up 19%

Reading Patterns Changed

Heatmaps showed visitors were actually reading content instead of scanning and leaving. More whitespace made information less overwhelming. The content itself didn't change, but presentation made it accessible. Sometimes design is about removing obstacles rather than adding features.