In my e-book, the internet made simple, I briefly discuss I people read web pages. Eye tracking studies now show that people scan pages more or less in the shape of an F.
The heatmaps show how users read different types of Web pages:
article in the "about us" section of a corporate website (far left),
a product page on an e-commerce site (center), and
a search engine results page (far right).
What does this mean?
It proves that most people scan pages and don't read word-for-word
The first two paragraphs should have the most important information as this is most likely to be read.
Start headings, paragraphs, and bullet points with key words that users will notice when scanning down the left side of your content
For more information on this, read the full article on Jakob Nielsen's Alertbox at http://www.useit.com/alertbox/reading_pattern.html