Humans are curious creatures. They find it difficult not to look at where an arrow is pointing, or even where someone's gaze is directed. You can use this instance of human nature to guide your visitor's to look exactly at the elements you want them to look at on your website.

Take a look at the image below. It is difficult to resist finding out what the woman is looking at. Marketers know this and put the elements they want their audience to read right in the line of someone's gaze.

This is proven in the eye tracking technology image below. The areas in red indicate where viewer's eyes were most focused.

Not only did viewers look at the baby's line of "line of sight" but the baby's chin also served as a subtle arrow pointing directly at the text lower in the paragraph.

Below is an eye tracking image of the same baby facing directly at the viewer. Notice that most of the focus is on the baby's face - not the copy. This is because humans are drawn to people's faces. Therefore, in order to increase the potential of visitor's reading your marketing message - put it directly in the "line of someone's sight".

You can also generate this same effect with...

People pointing at an object

Actual arrows

And other objects that seem to lead to something such as roads leading off into the distance and shapes - such as triangles.