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If you’re going to be successful on the internet, you need to know what your readers are looking for. VirtualHosting.com posted a very interesting article based on PoynterExtra.org’s Eyetrack III studies, which gained evidence from research to show what draws people’s attention when they look at websites.

Some of the most interesting points include:

• Text attracts attention before graphics: While supporting pictures are beneficial, internet users actually look for text before they bother scanning for pictures. They’re at your site for information, so organize it in a way that is easy for them to get what they want.
• Readers ignore banners: If you want to make money on your advertisements, try to do so discreetly. A huge banner ad won’t draw nearly as much attention as a well-placed link at the end of an article – assuming the advertisement is for something that your article talked about.
• Type size influences viewing behavior: Small font causes the reader to focus and dig in while large font encourages scanning.
• Shorter paragraphs perform better than large ones: People generally have short attention spans. The longer the paragraph, the less likely they’ll read it all.
• Headings draw the eye: One of the first things people look at when they open a website is the headline. If your headline isn’t interesting, you’ll most likely lose a lot of readers.
• White space is good: People don’t like sites that look to busy. Don’t stuff your sidebars and everything else to their full capacity, it will most likely overwhelm your visitors.

For the full list, check out the Virtual Hosting Blog. For more great articles on how to improve your online business, subscribe to Advice Network’s RSS Feed.