Two years ago the best man at my wedding died. It was a long and painful trek toward the tomb. Yet, he never lost his knack for timing. Chatting with friends he would allow a silence to build and build until he dropped a bon mot that triggered gales of laughter from us.

My friend, Richard, reminds me of the white space in design. The white space is the pregnant pause on the Web or printed page. Having that stategically placed empty space builds to reveal the business message. And it only takes a nanosecond to register in readers’ brains either pulling them to you or having them click away forever.

White space done well with your target market, will generate all the qualified traffic, leads and sales you can handle. You will never cold call again. Ever. 

Done well? By this I mean that small businesses and independent professionals often turn to solo web designers who are often brainiac geeks. Few to none have any Internet marketing or design savvy, but they know how to program Web pages.

Small business owners and independent professionals are risk-taking self-starters, afterall. So some spend their valuable time learning how to build their own websites creating a dramatic pause in business. After this self-created pause in business, they anticipate a surge in qualified Web traffic that will more than offset any loss. The payoff for their efforts? Most often it’s non-existent.

So instead of managing their businesses, serving clients and developing new business, business owners and independent professionals have sacrificed sleep, family, time and profits in pursuit of an illusive Web presence.

Studio 1ne helps small business owners and independent professionals delivering natural products and services avoid the pregnant pause and revamp Web presence through new media Internet marketing by design.  ~ Bill Gow