Sticky websites evolve because someone writes words that convince readers to click, click and then click some more into the transaction portion of the site. Most firms cannot find enough competent and conversant writers internally to populate the site, and often substitute large icons and fancy graphics until they can figure out what to do with the empty page space. The Internet Revolution is another way for firms to distribute their products, but that doesn't mean that traditional marketing people will be able to write effective content for a text-based tool. Marketing types get paid because they can coax the customer into the sale. They do not, generally, have writing skills necessary to intrigue the customer into inquiring about the services or products firms offer.
Freelancers can write content that gets clicks.
Surf onto websites that you already know and use. Contact the webmaster via email and ask about the potential to submit content for the site. Make recommendations in your first email and include an attached mock-up sample. Most webmasters will forward your comments to the web editor and will probably reply fairly quickly to your emailed response. Find online versions of the corporate parents of the magazines to which you normally query.