Give an impression to the user, how the system will look once filled with data – or guide him or her to start filling it with data. You can put several kinds of helpful information on a blank slate:

1. Show a sample screenshot of how the page will look once filled up with content,
2. insert quick tutorials and help texts,
3. explain the best ways to get started,
4. ask questions the first-time user will ask: What is this? What do I do now?, and
5. set expectations to help reduce frustration, intimidation, and overall confusion.

(Source: Getting Real by 37signals)

The blank slate is the first screen the user is presented to when they do something new. It can be where they end up right after creating an account or start using a part of your application they haven’t used before. The blank slate tells the user how the page they are on will look like once it has eventually been filled with content. Creating a blank slate sets the user’s expectations for your service.

When designers create web applications, they work and play around with it with a multitude of data, why everything looks great. As designers design web pages, they always want to see how it works when there is really going something on. Everything should be tested! This is however on the expense of how the web application looks when it is not filled with data. From scratch.

Make sure the first impression the user gets of your web application is positive. Let them know why they should stick around.