If you actually watch people use websites you can learn some interesting things. In this case, Jakob Nielsen used eye-tracking to visualize with hot spots the portions of a web page that users actually looked at (go to Nielsen's site to see the cool pictures).

It turns out that people's eye movements create a big, blurry "F" superimposed on top your web page. So, what are the implications?

• The first heading and paragraph on your website are crucial. This is the most read element of your site, and must concisely explain who you are and what makes you different (this is the top of the "F"; the second paragraph get less attention, and forms the the second bar of the "F").
• Subheadings as you read down the page are critical — the first two or three words need to point out what the reader is looking for to bring them into the text (the makes up the stem of the "F", as visitors scan down the left side of the main content of the page).
• Visitors to your site aren't reading your text thoroughly. They're scanning to find exactly what they're looking for.
• Graphics don't get very much attention.
• Make sure what you really care about is in your main text, and easily highlighted with a subheading.

This is why we recommend promoting your Instant Gift Certificate capability in the main text of your home page, with it's own heading, so that it's easy for people to find. You're doing a service for your clients while selling more!