LK Design: F-Writing

F-Writing in short is how users read information on the web. Two horizontal and then vertically down the left side of the screen.

A user will go on your website search at a rapid pace in order to see whether the info they want is on the web page.

The reading pattern of a user is this:

First they will read across the page to see if any of the info is relevant, this is the first horizontal line the F.
If the first line doesn’t contain any info they need they’ll go down a few lines and see if it gets juicy in the middle.
The user searches desperately down the left of the screen to see a word jump out, before they move on.