Your page must be highly scannable voor your readers. Your visitors will give you 2 seconds to convince them the page is worth reading. Therefore it's quite important to think about pagestructure.
How can a good pagestructure help you?
A neatly organized page with different paragraphs makes scanning easier. By adding images in the text, you can break up the natural scan pattern the human eye follows. This way it's possible to force the reader in a more active reading mode. Images help the user interpret a page before reading, so when using images, be sure they send out the right message.
Human readers are quite traditional expect an introduction, main body and conclusion most of the time. Introduction should capture your visitor with the topic you write about. The conclusion should be a short summary. The paragraphs of the content body you can use for supplying details that may me significant for the interested reader, but will not be seen by scanning readers.
A good first scentence for each paragraph can capture a reader. Readers read the first part of some paragraphs if they're interested in. Try to make these scentences extra interesting by asking questions, or answering questions in short, elaborating in the rest of the text. Only then will they continue to the end.
An other part of the pagestructure is the usage of textstyles like bold, underline, italics, fontsize etc. They all indicate that a part of the content is more important then the rest. Again, visitors will scan these elements first, but only when used moderately.
Pagestructure for search engine optimization (seo)
But you should also consider search engine optimization (seo). For the search engine, your main message and keywords should be in the first and last paragraph of the page. The rest of the content is used to check if the topic of the page as understood is correct, it the page is consistent.
So with a good pagestructure you can get your reader to really read your content and become more findable in the searchengines, which is a seo objective. You can influence the user's scanning with images and textstyles, but you should use them moderately.