If you don’t make it easy for your content to be read, chances are someone will. A fascinating study by the Poynter Institute, called Eyetrack III, revealed some interesting information about how web surfers read a web page.

How the human eye moves across a webpage Eyetrack shows that the top-left of a page is the most looked-at area of a web site. The lesson here for emarketers is to ensure your most interesting points are near this position and to never expect anything below the fold to be read. I’m only scratching the surface here, so I encourage you to read the synopsized findings for more on optimal paragraph size, images, headlines, ads, etc.