Those wide-open spaces known as gaps come in many forms—and in web design, they’re a beautiful place to target efforts. Whether a client comes to us for a brand-new website or merely wants to improve on what they have, analyzing the gaps is a great way to get the ball rolling.

Rule 1 of Marketing 101: Stand out. The net is filled with everything from startups to corporations vying for your attention and your wallet. The easiest thing in the world is to fall through the cracks. Two vital questions: Where are the gaps in the market, and how can you capitalize on them?

When one client asked us to develop a meditation app called eMindful, the market was already chock-full of competitors, promising everything from decreased stress and pain to increased focus and immune function. We lasered in on a yawning gap: Headspace offered cute animations, Simpler Habit offered sessions on the go, and Calm offered Matthew McConaughey’s voice, but eMindful would offer live instructors and scheduled classes—perfect for community support and keeping users honest.