The most important news stories are placed "above the fold" in newspapers. Why? This is the first place everybody looks. The placement is important because it attracts attention and encourages people to read further, either below the fold or inside the newspaper. It's all about drawing the reader into the story to expose them to other parts of the paper they might not otherwise read.
The same is true with Web sites. Numerous "eye-tracking" studies have been conducted to find the most viewed spot on a Web page. For example, a study conducted by marketing firms Enquiro and Did-it.com and eye tracking firm Eyetools found that, during a search, most visitors consistently look at a triangle at the top left of the search results page. This would be considered an area of maximum interest.
Translated into non-search page terms, we can assume that the first place your site visitors will look is the upper left hand corner of your site. Browse some of your favorite sites and notice what they put here. You'll probably find a logo or some other company-identifying mark. That's a good place for it, especially if your site is designed to promote brand identity, introduce you as a new company, or mark your entry into a new niche market.
Now, consider how many of your site visitors are already familiar with your logo or company name. If you have already established some brand identity, you might decide to put something other than your logo here. Have a call to action or introducing a new product? This space would be a great place to put it.
Another hotspot, as identified by Google for their AdWords program, is the middle of your page and little bit above, and then another spot a little of the left of center. These are spots still considered "above the fold" or immediately visible without scrolling down when your page opens. Generally, this is where you want the main content for your page, or at least your main headline or title, because this is where most people will expect to find it. These two areas are also popular for links, which is why Google identified them. When Web designers place their Google AdWords advertising in these two areas, they are more likely to attract clicks.
Of course, a carefully and thoughtfully-designed page can draw the visitor's attention to any place on the page with the right layout and use of color, lines, and balance. The main thing is to be sure you don't "hide" your most important information. Don't overshadow your content with overdone graphics, and make sure you give your visitors a clear navigational structure so they can move from page to page and find what they need.
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