You bet they read -- even if its porn they're surfing.

Most will scan for keywords that personally hit them to see if they're interested or what you have is important to them. They'll also scan for keywords to tell them what to do.

I've personally observed oodles of people stare at a page looking for some text or link or something that tells them what to do next.

As for bios, profiles and stories about a shoot; those are important to help build the fantasy otherwise all you have is a bunch of pretty pictures or video clips -- so what.