You'll notice that they have several features in common. They can help you make better Web pages. Silly they may be, but market research shows they work. And don't use huge type for your headlines. It makes them more difficult to read.
Many more people read the captions under illustrations than read a column of text.
If you can't find an illustration to go with your text, you can use anything that catches the eye, such as this picture. The text that comes after it is cut into easy bits by subheadings. Small illustrations and the captions that go with them make it lively. Initials, dropped into the column, lure a wandering eye back to the next piece of information. You can see some these tricks in use on this very page.